Microsoft Advertising (Bing Ads) holds your paid-search campaigns and their spend, clicks, and conversions on the Microsoft network. Connecting it as a data source through the Connectors library syncs that performance data into your Alta workspace, where it becomes training data for Alta and a foundation for your metrics, dashboards, and Luna analysis. Once it's flowing, you can measure spend, CPA, and ROAS — and tie ad performance to pipeline. Bing Ads connects with credentials.

Who this is for: Marketing and demand-gen teams running Microsoft Advertising who want that performance measured in Alta.

Before you start

Have your Microsoft Advertising account access and credentials ready (account/customer IDs as the form requests).
Connect a source only once per workspace. If Bing Ads already shows Connected, edit the existing connection.

Connect Bing Ads

Open Connectors from the sidebar.
Find Bing Ads via the Data tab or the Search data sources box.
Click the Bing Ads card to open the Create connector screen.
Fill in the connection fields shown, then click Create.
Alta runs a connect test. If it fails you'll see The connect test has failed with the provider's error — fix the field and retry.
The card then shows Connected and Data is syncing until the first sync finishes.

Choose which tables sync

Open the connection. Bing Ads brings in campaigns, ad groups, ads, and performance report tables.
Use the Synced toggle in the Bing Ads tables section to control what's pulled in.
Turn off Show only synced tables to see everything available.

Key tables and fields synced

campaigns — Id, Name, Status, BudgetType
ad_groups — Id, CampaignId, Name, Status
campaign performance report — TimePeriod, Impressions, Clicks, Spend, Conversions, Revenue
ads — Id, AdGroupId, Type, Status

What you can ask this data

Once it's syncing, build it into metrics and dashboards or just ask Luna / Ask AI. For example:

"What did we spend by campaign last month?" — sums Spend grouped by campaign.
"What's our cost per conversion?" — divides Spend by Conversions.
"Which campaigns drive the most revenue?" — ranks the performance report by Revenue.
"How is CTR trending?" — trends Clicks ÷ Impressions over TimePeriod.

Build your first metric (worked example)

Confirm the campaign performance report shows Last sync — Succeeded.
In Metrics, create a metric measuring sum(Spend) with TimePeriod as the date field.
Group by campaign and set the period to weekly.
Save, add to a dashboard, then ask Luna "what did we spend on Microsoft Ads last week?" to confirm.

Example use cases

Paid-media dashboard. Spend, conversions, CPA, and ROAS by campaign over time.
Cross-channel view. Combine with Google Ads to compare paid-search channels side by side.
Ads-to-pipeline. Join to CRM data to connect ad conversions to revenue.

Keep it in sync

Sync status shows Last sync (Succeeded/Failed) and the Sync frequency.
Click Sync now to refresh immediately; it's disabled while a sync runs.
Use the overflow menu (⋯) to Disable, Enable, or Delete.

Tips and common pitfalls

Pick the right account. Make sure you're syncing the customer/account whose campaigns you want.
Recent conversions shift. Attribution can land after the click, so very recent numbers may still rise.
Deleting is permanent. Disable instead to pause.