Analyzing User Location Performance data from Microsoft Ads in Excel helps marketers understand how campaigns perform based on where users are physically located when they see ads, enabling more targeted geographic optimization strategies.
Instead of manually downloading reports that quickly become outdated, you can create a live connection for always-current insights into your user location performance.
TLDR
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Step 1:
Install Coefficient from the Office Add-ins store in Excel
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Step 2:
Connect your Microsoft Ads account to Coefficient
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Step 3:
Import User Location Performance data with relevant metrics
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Step 4:
Set up auto-refresh to keep your location data current
Step 1: Install Coefficient and Connect Your Microsoft Ads Account
Start by installing the Coefficient add-in in your Excel workbook and connecting to your Microsoft Ads account.
- Open Excel and navigate to the Insert tab
- Click Get Add-ins and search for “Coefficient”
- Install the Coefficient add-in from the Office Add-ins store
- Once installed, open the Coefficient sidebar and click “Import”
- Select “Microsoft Ads” from the list of available connectors
- Follow the authentication prompts to connect your Microsoft Ads account

Step 2: Import User Location Performance Data
After connecting your Microsoft Ads account, you can import your User Location Performance data:
- In the Coefficient sidebar, click “Import from Microsoft Ads”
- Select “User Location Performance” from the list of available objects
- Choose which metrics you want to include (impressions, clicks, conversions by user location)
- Apply any filters to focus on specific campaigns or date ranges
- Click “Import” to bring the data into your Excel spreadsheet

Step 3: Set Up Auto-Refresh for Your Data
Keep your Microsoft Ads user location data fresh by setting up automatic refreshes:
- Select any cell in your imported data range
- Open the Coefficient sidebar and click “Refresh”
- Click “Schedule Refresh” to set up automated updates
- Choose your preferred refresh frequency (hourly, daily, or weekly)
- Confirm your settings to activate the auto-refresh schedule

Optimize Your Geographic Targeting
With your User Location Performance data now in Excel, you can identify which user locations deliver the best results for your campaigns. Create pivot tables to analyze key metrics like CTR, conversion rate, and cost-per-acquisition across different geographic areas, from countries down to cities.
Use Excel’s mapping capabilities to visualize performance patterns by region, and its calculation features to determine location-specific ROI. These insights will help you refine your geographic targeting, create location-specific bid adjustments, and develop customized messaging that resonates with audiences in different locations.
Microsoft Ads Data Available in Coefficient
Available Objects
- Campaign Performance
- Conversion Performance
- Keyword Performance
- Search Query Performance
- Account Performance
- Ad Dynamic Text Performance
- Ad Extension By Ad
- Ad Extension By Keyword
- Ad Extension Detail
- Ad Performance
- Age Gender Audience
- Audience Performance
Frequently Asked Questions
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