> ## 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. # Total Revenue, Microsoft Ads (Bing) > Total Revenue for Microsoft Ads (Bing) stores. Tracked live in Vortex IQ Nerve Centre. How to read it, why it matters, and how to act on it. **Metrics type:** [Key Metrics](/nerve-centre/overview#metrics-types-explained) • **Category:** [Ad Platform](/nerve-centre/connectors#connectors-by-type) ## At a glance > Total revenue Microsoft Advertising attributes to your campaigns in the period. Sum of `Revenue` (or `Conversions × value-per-conversion` if 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. | | | | -------------------------- | ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------------- | | **What it counts** | `SUM(Revenue)` across campaigns where UET-tag-based conversion goals fire and pass a revenue value. If your goals send fixed values rather than dynamic order totals, this card reflects the fixed-value model. | | **Cost basis** | Reported in account currency, no conversion. | | **Currency** | Account currency (single-currency per account, set at creation). | | **Conversion attribution** | UET-based, model is whatever you configured in the account (default: last-click cross-device). Revenue follows the same window as conversions. | | **Attribution window** | Default 30-day click + 1-day view for primary conversions. View-through revenue is excluded from this card by convention; toggle it on in Microsoft UI if needed for a different read. | | **Bot / invalid traffic** | Pre-filtered by Microsoft's Click Quality. UET tags only fire on real browser purchases, so revenue numbers are typically cleaner than spend. | | **Modelled vs measured** | If Enhanced Conversions is enabled (introduced for Microsoft in 2024), this includes Microsoft-imputed revenue for the \~10, 25% of conversions where UET tag-fire was lost (ad blockers, cookie consent rejection). Disable Enhanced if you want measured-only. | | **Time window** | `T/7D/30D vsP` (default 30D vs the prior 30D). | | **Alert trigger** | `drop >20% vsP`. Catches UET-tag breakage and large attribution-model swings. | | **Roles** | owner, marketing, finance | ## 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. | Source | Spend | Microsoft-attributed Revenue (this card) | ROAS | | --------------------------------- | ----------------------- | ---------------------------------------- | -------- | | Bing Search (brand keywords) | £1,100 | £14,200 | 12.9x | | Bing Search (non-brand) | £2,550 | £6,800 | 2.7x | | Microsoft Audience Network | £820 | £750 | 0.9x | | **Total Microsoft (this card)** | **£4,470** | **£21,750** | **4.9x** | | Shopify revenue tagged "Bing/CPC" | (independent UTM check) | £25,400 | 5.7x | | Shopify orders during window | (the truth) | £142,800 (all sources) | - | What's interesting: 1. **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. 2. **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.** 3. **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. 4. **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. A spend rise with this revenue figure flat or falling is the warning shape. A spend rise *with* revenue rising proportionally is healthy expansion. ## Sibling cards merchants should reference together | Card | Why pair it with Total Revenue | | -------------------------------------------------------------------------------------------------- | ------------------------------------------------------------------------------------------------------------- | | [Microsoft Ads Total Spend](/nerve-centre/kpi-cards/microsoft-ads/total-spend) | The denominator of ROAS. Revenue without spend is meaningless. | | [Microsoft Ads ROAS](/nerve-centre/kpi-cards/microsoft-ads/roas) | The single-number efficiency read. Revenue ÷ Spend. | | [Microsoft Ads Revenue by Campaign](/nerve-centre/kpi-cards/microsoft-ads/revenue-by-campaign) | Where the revenue came from. Key Metrics revenue hides per-campaign concentration. | | [Microsoft Ads All Conversions](/nerve-centre/kpi-cards/microsoft-ads/all-conversions) | The unit count to revenue's value. Helps you spot AOV swings. | | [Microsoft Ads Clicks vs Conversions](/nerve-centre/kpi-cards/microsoft-ads/clicks-vs-conversions) | The broken-tag canary. Clicks held but revenue dropped = UET tag broke. | | [Microsoft Ads Conversion Drop Alert](/nerve-centre/kpi-cards/microsoft-ads/conversion-drop-alert) | Real-time read on this card's main failure mode. | | [Shopify Total Revenue](/nerve-centre/kpi-cards/shopify/total-revenue) | The truth side. Shopify revenue tagged Bing/CPC should exceed this card's value (Shopify catches more). | | [Google Analytics Revenue by Channel](/nerve-centre/kpi-cards/google-analytics/revenue-by-channel) | Independent attribution check. GA4 channel "Microsoft / cpc" should sit between this card and Shopify's view. | ## Reconciling against the vendor's own dashboard **Where to look in Microsoft Advertising:** [Microsoft Advertising → Reports → Performance → Account Summary](https://ads.microsoft.com/cc/Reports), 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 our number may legitimately differ from Microsoft's UI:** | Reason | Direction of divergence | | ---------------------------------------------------------------------------------------------------------------------------------------------------------------------------- | ------------------------------- | | **Real-time event-ingestion lag**. UET conversions ingest with 1, 6 hour delay. | Marginal on the most recent 24h | | **Attribution-model change**. Switching from last-click to data-driven retroactively reshuffles revenue by ±15, 25%; this card reflects whichever model is currently active. | Either, on model change | | **Enhanced Conversions toggle**. If Enhanced is on in the UI but the API request didn't include the modelled-revenue flag, ours runs lower. | Ours lower | | **Currency**. Both use account currency. | None | | **Time zone**. Microsoft UI uses account-local; we use UTC. | Either, by hour-fraction | **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. For *true business revenue from Microsoft Ads*, look at [`shopify.total_revenue`](/nerve-centre/kpi-cards/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:** | Card | Expected relationship | What causes legitimate divergence | | ------------------------------------------------------------------------------------------------------- | ------------------------------------------------------- | ---------------------------------------------------------------------------------------------------------------------------- | | [`google_analytics.ga_revenue_by_channel`](/nerve-centre/kpi-cards/google-analytics/revenue-by-channel) | GA4 "Microsoft / cpc" channel revenue ≈ this card, ±15% | GA4 attribution model differs (last-non-direct-click default); GA4 also affected by ad blockers but with different sampling. | | [`shopify.total_revenue`](/nerve-centre/kpi-cards/shopify/total-revenue) | Shopify Bing-tagged revenue > this card | Shopify catches every paid order regardless of tag fire. | | [`google_ads.gads_conversions_value`](/nerve-centre/google_ads/gads_conversions_value) | No direct relationship | Different platform, different tag stack. Compare ROAS efficiency, not revenue values. | ## 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 whether `bat.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`](/nerve-centre/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. *** ### Tracked live in Vortex IQ Nerve Centre *Total Revenue* is one of hundreds of KPI pulses Vortex IQ tracks across Microsoft Ads (Bing) and 70+ other ecommerce connectors. Nerve Centre runs the detection layer; Vortex Mind investigates the cause when something moves; Ask Viq lets you interrogate any number in plain English. [Start for free](https://app.vortexiq.ai/login) or [book a demo](https://www.vortexiq.ai/contact-us) to see this metric running on your own data.