Coming soon

Microsoft Ads monitoring for the campaigns you check least

Borealis reads your Microsoft Advertising (Bing Ads) accounts every day, compares each campaign with its own history and tells you what changed, why and where — even for campaigns imported from Google Ads.

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Coming soon. Join early access and we will let you know when Microsoft Ads opens.

What Borealis reads

Spend, clicks, impressions
Conversions
Revenue and ROAS
CPA and conversion rate
CPC and CTR
Value per conversion

Microsoft Ads monitoring at a glance

What it is: Borealis reads your Microsoft Advertising (Bing Ads) accounts every day, compares each campaign with its own history and tells you what changed, why and where — even for campaigns imported from Google Ads.
Data read: Spend, clicks, impressions, Conversions, Revenue and ROAS, CPA and conversion rate, CPC and CTR, Value per conversion
Connection: Microsoft sign-in; permission msads.manage, limited in Borealis' code to read endpoints.
Data freshness: Daily, up to yesterday's complete day in the account's time zone.
Availability: Coming soon
Page updated: September 25, 2026

Microsoft Advertising

Bing Ads monitoring, campaign by campaign

Microsoft Advertising reports each campaign's results across Bing and its partner sites, and Borealis reads those daily totals up to yesterday in the account's time zone. Search, Shopping and Performance Max campaigns are each judged against their own history.

Spend, clicks, impressions

Read per campaign and day, as Microsoft Advertising reports them. When clicks drop while CTR holds, the ads were shown less: look at budget, bids and eligibility.

Conversions

Counted from the conversion goals set to Include in Conversions, the same goals Microsoft's automated bidding uses. Goals that only show under All conversions stay out.

Revenue and ROAS

Revenue is the value your conversion goals record, fixed or passed by the UET tag. ROAS shows whether a campaign earns more per dollar, so a richer mix of orders reads as good news.

CPA and conversion rate

When CPA jumps, Borealis shows whether conversion rate or cost per click moved it. On search, a falling conversion rate with steady clicks points to the landing page, the offer or the UET tag.

CPC and CTR

The auction and relevance signals. A CPC jump with flat CTR points to bids or competition; a CTR slide with flat CPC points to the ads or the search terms they now match.

Value per conversion

Revenue divided by conversions. On Shopping and Performance Max, it separates a change in how many orders came in from a change in what each one was worth.

Example

Microsoft Ads alerts that come with the cause

Three examples of what Borealis raises on a Microsoft Advertising account, with illustrative numbers.

Critical

CPA increased 72% across the account

Main driver: conversion rate −42%, with clicks and CPC steady. The drop hit 9 of 11 campaigns on the same day, the 14th, which points to the site or the UET tag rather than bids or budgets.

Attention

CPA increased 19% on Search — Generic

Main driver: CPC +21% since the 3rd, with CTR and conversion rate steady: the auction, not the ads. It explains 46% of the account's movement; if a scheduled Google Ads import keeps this campaign in sync, check what the last run changed.

Opportunity

ROAS increased 41% on Performance Max

Conversion rate −12%, but value per conversion +60%: fewer orders, bigger baskets. Each dollar now returns more, so Borealis files it as an opportunity, not a drop.

Microsoft Advertising

How Borealis connects to Microsoft Advertising

Sign in with the Microsoft account you use for Microsoft Advertising, personal or work (a work account may first need your administrator's approval). Borealis lists every ad account that login can reach, including client accounts under manager accounts, and you pick one for each client's project.

Microsoft has a single permission for its advertising API, and it also allows edits. Borealis is limited in code to a short list of read requests (your user, your accounts and the campaign report), checked by automated tests, so it never touches a campaign, bid or budget.

Read requests only: nothing in your Microsoft Advertising accounts is created, edited, paused or deleted.
Aggregated totals per campaign and day, used only for your analysis and never sold or shared.
Your Microsoft authorization is stored encrypted (AES-256-GCM) and never sent to the browser.
Disconnect in Borealis anytime; to withdraw the permission on Microsoft's side too, remove Borealis from the apps with access to your Microsoft account.

How we handle your data →

FAQ

Questions about Microsoft Ads monitoring

Can Borealis make changes to my Microsoft Ads account?

No. Microsoft's only advertising permission also covers edits, which is why the sign-in asks for it, but Borealis is restricted in code to read requests and never creates, edits, pauses or deletes anything.

Does Borealis work with Microsoft Advertising manager accounts?

Yes. When you sign in, Borealis lists every account your Microsoft login can reach, including client accounts linked under a manager account, and you assign each one to its client's project.

Which Bing Ads conversions does Borealis count?

Borealis counts the conversion goals set to Include in Conversions, with the revenue they record: the same numbers as the Conversions and Revenue columns in Microsoft Advertising. Goals counted only under All conversions are left out.

How is this different from automated rules in Microsoft Advertising?

Automated rules email you, or act, when a metric crosses a threshold you set. Borealis needs no thresholds: its anomaly detection judges each campaign against its own history, explains which factor moved and ranks what needs attention, without changing anything.

Every platform, one monitor

Other platforms Borealis monitors

Early access

Microsoft Ads monitoring that doesn't wait for month end

Borealis is in early access for media buyers and agencies that run Microsoft Advertising next to Google Ads and other platforms. Leave your name and email and we'll get in touch to set you up.

Request early access