At a glance
Total revenue Microsoft Advertising attributes to your campaigns in the period. Sum ofRevenue(orConversions × value-per-conversionif you set static values) reported by UET conversion goals. NOT order revenue from your commerce platform, this is what Microsoft measured, which is usually less. Useful as the numerator of Microsoft Ads ROAS; treat the commerce platform as the source of truth for actual sales.
Calculation
Calculated automatically from your Microsoft Ads (Bing) data. See the At a glance summary above for what the metric tracks and the worked example below for a typical reading.Worked example
A UK home-and-garden retailer, same setup as the Spend example. Window: 03 Apr 26 to 02 May 26.
What’s interesting:
- Brand keywords inflate the headline. £14.2k of the £21.8k Microsoft revenue is from people searching the brand name on Bing, they were going to buy anyway. The “true acquisition” Microsoft revenue is the £6.8k non-brand portion. Most agencies quietly include brand in the headline ROAS; for honest reads, exclude it.
- Microsoft-attributed revenue is 86% of Shopify-tagged “Bing/CPC” revenue (£21.8k vs £25.4k). The 14% gap is normal: UET tag-fire loss (ad blockers, cookie rejection) plus Shopify catching cross-device purchases Microsoft missed. Treat Shopify as the truth; treat this card as Microsoft’s measured view.
- The audience network revenue (£750) is below its spend (£820). That’s MSAN being unprofitable in isolation. Doesn’t always mean disable it, sometimes MSAN drives mid-funnel awareness that converts via other channels later, but if you can’t see that downstream value, MSAN is a candidate to pause.
- Microsoft is 15% of Shopify’s total revenue. That’s high for Microsoft (typical is 3, 8%); this merchant has either a Bing-skewed audience or imported and properly funded their Microsoft campaigns, both healthy signals.
Sibling cards merchants should reference together
Reconciling against the vendor’s own dashboard
Where to look in Microsoft Advertising: Microsoft Advertising → Reports → Performance → Account Summary, with the Revenue column visible. Pick the same date range as this card. Headline should match within 1, 2%. Other Microsoft Advertising views that look like the same number but aren’t:- All conversions value includes view-through; this card uses primary conversions only.
- Conversions × static value (set in goal config) is identical when you don’t pass dynamic values from the UET tag.
- Assisted conversions value counts a path-credit fraction, not the full conversion.
Why the BUSINESS revenue often differs from this card (the important one):
The
Revenue Microsoft Advertising reports is what UET measured. That’s lossy:
- 10, 25% of UK shoppers run ad blockers that strip UET tags; their purchases never get counted.
- Cookie consent rejections silence UET on roughly 5, 15% of EU/UK traffic.
- Cross-device journeys (click on phone, buy on laptop) only resolve if the user is signed into a Microsoft account; otherwise the conversion is invisible to Microsoft.
- If your UET tag fires only on the order-confirmation page and a small fraction of customers close the tab early, those orders are missing.
shopify.total_revenue filtered to UTM utm_source=bing (or microsoft) and utm_medium=cpc. That figure is typically 15, 35% higher than this card. Use Shopify as the truth.
Cross-connector reconciliation:
Known limitations / merchant FAQs
My Microsoft Ads revenue is half of what Shopify says I made from Bing traffic. Which is right? Trust Shopify. Microsoft only sees the conversions where the UET tag fired successfully, which excludes ad-blocked sessions, cookie-rejected sessions, cross-device journeys without Microsoft sign-in, and any orders where the customer closed the tab before the confirmation page rendered. A 30, 50% gap between Microsoft-attributed revenue and Shopify-tagged Bing revenue is normal. Use Microsoft’s number for ROAS efficiency reads inside the platform; use Shopify’s number for true business performance. My revenue dropped 40% overnight, but spend held. What broke? Almost certainly UET tag-fire failure, not real performance. In order of likelihood: (1) Site code change shipped that disabled the UET script. Open browser dev tools on a thank-you page and check whetherbat.bing.com requests fire. (2) Cookie consent banner was tightened. A new “reject all” default suppresses UET on a much larger share of users. (3) Conversion goal was deleted or paused in Microsoft UI by another admin. (4) GTM tag broke, the conversion firing rule references a CSS selector that the latest site update removed.
Why is my “Bing brand” ROAS 12x but my “Bing non-brand” ROAS only 2x?
People searching your exact brand name on Bing were going to buy anyway, you’re paying Bing to defend cheap brand traffic. The “true acquisition” ROAS is the non-brand portion. A 2x ROAS on non-brand is borderline acceptable for Microsoft Ads (the lower CPC partly compensates for the typically lower conversion rate vs Google). If non-brand ROAS sits below 1.5x sustained, the campaigns aren’t earning their place; investigate keyword-level CPA and pause non-converting keywords.
Should I enable Enhanced Conversions on Microsoft Ads?
Generally yes, especially if your UET tag-fire rate is below 70% (you can check this in Tools → Conversion goals → Tag diagnostics). Enhanced Conversions uses hashed first-party data (email, phone) to recover modelled conversions for ad-blocked sessions, typically lifts revenue 8, 15%. The downside is one extra layer of modelled data in your number, useful to disclose when reporting to leadership.
My Microsoft Ads numbers don’t match the email Microsoft sent me. Which is right?
The weekly performance email Microsoft sends uses the prior 7 days in account-local time and is rounded. This card uses your selected window in UTC, unrounded. Small differences (±2%) are typical. If the gap is larger than 5%, either (a) your account-local time zone differs from UTC by enough to shift a full day’s revenue at the window boundary, or (b) Microsoft updated the prior period’s numbers retroactively (which they do for up to 7 days as conversions land late).
Is this revenue gross or net of refunds?
Gross. UET fires on the order-confirmation event, refunds happening 3, 14 days later are not deducted. Refunds are not visible to Microsoft Ads. For a refund-adjusted view, use shopify.net_revenue filtered to Bing UTM and divide by Microsoft Ads spend.
Can I trust the “today” revenue figure?
Less than the rolling 7-day. Microsoft revenue ingests with 1, 6 hour delay, and conversions for clicks earlier today are still arriving. The 7-day rolling average is the most actionable read. Don’t restructure campaigns or budgets based on a single day’s Microsoft revenue.