> ## Documentation Index
> Fetch the complete documentation index at: https://docs.vortexiq.ai/llms.txt
> Use this file to discover all available pages before exploring further.

# Microsoft Ads (Bing) audit profile, Vortex IQ

> What the Vortex IQ Microsoft Ads (Bing) health audit checks: Microsoft Ads (Bing): Hedge Efficiency, UET Health & Cross-Engine Leak

**[Nerve Centre KPIs](/nerve-centre/kpi-cards/microsoft-ads) · [Audit Profile](/nerve-centre/kpi-cards/microsoft-ads/audit) · [Sentiment Settings](/nerve-centre/kpi-cards/microsoft-ads/sentiment)**

The questions every cross-engine PPC manager asks at 9am on Monday: is the Bing hedge actually capturing incremental revenue vs Google, is the UET tag still firing through ITP and AdBlock, are Audience Network placements driving lift or just frequency-padding LinkedIn pools, and did the Google import sync silently degrade conversion signal. Cross-references commerce siblings for Shopping-ads-on-OOS, google\_search\_console for branded cannibalisation, and website\_performance for landing-page Web Vitals.

## What this audit checks

### Authentication & access

* OAuth refresh token expiring within 30d (90-day inactivity window per Microsoft identity platform)
* Developer token invalid or revoked on /CustomerManagement/v13/Accounts probe
* Customer ID / Account ID mismatch (AccountId not under the supplied CustomerId)
* Account AccountLifeCycleStatus not Active (paused or pending blocks reporting)

### Spend & budget pacing

* DailyBudget over-pacing - DailyBudgetAccelerated burning budget before high-converting hours
* Campaigns in BudgetPaused / BudgetAndManualPaused state still flagged active in reporting
* Budget utilisation below 60% mid-month (under-delivery on the hedge)
* Spend concentrated in one campaign type while Shopping / Audience starved

### Campaign performance (ROAS / CTR / CPC)

* ROAS below merchant target across Search / Shopping campaigns (Reporting/v13/GenerateReport)
* CTR below archetype floor signalling weak ad relevance or saturated audience
* CPC creep above Bing category benchmark vs prior 30D window
* Audience Network placements with CTR \<0.3% bleeding spend on low-quality publishers

### Conversion & attribution

* UET tag broken - clicks rising while conversions \<50% expected for >30min (ITP / AdBlock failure)
* Conversion import from Google Ads stale - offline conversions paused or missing, Smart Bidding trains on degraded data
* Zero-conversion spend over threshold across campaigns in last 72h
* Conversion rate below account-average on imported Shopping campaigns post Google sync

### Creative & audience health

* Ads with EditorialStatus rejected or disapproved still in active campaigns
* Audience Network frequency saturation overlapping shared LinkedIn pools
* Responsive Search Ads with insufficient active assets in serving rotation
* Paused ad groups left in enabled campaigns (orphan serving / wasted Quality Score)

### Cross-channel revenue at risk

* Active Shopping ads on out-of-stock SKUs (commerce sibling product.qty = 0)
* Branded paid clicks cannibalising organic - Bing branded keywords ranking #1 organically (GSC sibling)
* Landing pages with LCP >4s and CR \<0.5x account-avg (website\_performance sibling)
* Shopping campaign spend against a Feedonomics feed with live rejections

## Severity thresholds

| Signal             | Warn | Critical |
| ------------------ | ---- | -------- |
| `roas`             | 3    | -        |
| `ctr`              | 1.0  | -        |
| `conversion_rate`  | 1.5  | -        |
| `cpc`              | 2.5  | 5.0      |
| `wasted_spend_pct` | 5    | 12       |
| `budget_pacing`    | 60   | -        |

## Data sources

* `GET https://ads.bingapis.com/CustomerManagement/v13/Accounts` - Auth + account sanity (AccountLifeCycleStatus, CurrencyCode)
* `POST https://ads.bingapis.com/CampaignManagement/v13/Campaigns/Query` - Campaign state, type, budget + cross-channel join keys
* `POST https://ads.bingapis.com/CampaignManagement/v13/Ads/Query` - Creative review status (EditorialStatus) for disapproval findings
* `POST https://ads.bingapis.com/Reporting/v13/GenerateReport` - Spend / clicks / conversions / ROAS aggregates
* `POST https://login.microsoftonline.com/common/oauth2/v2.0/token` - Refresh OAuth access token