Microsoft Ads to Data Studio: how to connect Bing ads, what it costs and how to report it beside Google Ads

Is there a native Microsoft Ads connector in Data Studio?

No. Data Studio's native connectors cover Google products and a set of databases: GA4, Google Ads, Search Console, Sheets, BigQuery, YouTube, Campaign Manager 360, Display and Video 360, Ad Manager, Cloud SQL, MySQL, PostgreSQL, SQL Server and Redshift. Microsoft Advertising is not on that list, and the April 2026 rename from Looker Studio back to Data Studio did not change it.

What has changed is the choice of partner connectors. Google's Data Studio release notes for May 14, 2026 list Microsoft Ads by Data Conductor among thirteen partner connectors added to the gallery that month. It joins a field that already included Data Bloo, Windsor.ai, Supermetrics, Two Minute Reports, Coupler.io and others. More choice is useful, but the connector is the easy part. The work that decides whether a PPC manager trusts the report is the modelling around it: matching campaign names to Google Ads, fixing time zones and agreeing which conversion column counts.

What are the four ways to get Microsoft Ads data into Data Studio?

Each route trades setup speed against history, cost and how easily Microsoft data can sit in the same table as Google Ads. Choose based on the number of ad accounts, how far back you need to report, and whether the report must compare the two search platforms line by line.

A partner connector appears in the Data Studio connector gallery and queries Microsoft's Reporting API, or the vendor's copy of it, when a chart loads. A Sheets route writes Microsoft Ads reports into a Google Sheet on a schedule, and Data Studio reads the sheet through the native Sheets connector. A warehouse route loads daily campaign and keyword reports into BigQuery, where you can append them to Google Ads data. A manual route means downloading a report from the Microsoft Advertising interface and pasting it into a sheet.

How much does a Microsoft Ads connector for Data Studio cost?

Entry prices run from free to about $49 a month, and the bill climbs with the number of accounts, the other sources on the same plan and refresh frequency. The figures below come from each vendor's pricing page or connector page, read in October 2026. Vendors change prices often, so confirm before you buy.

Data Conductor, Two Minute Reports and Improvado did not show a Microsoft Ads price on the pages I read. Price the plan you will need in a year, not the entry tier. If Microsoft is the only paid source you are missing, a single-source connector is enough. If you also need Meta, LinkedIn or a CRM in the same report, a multi-source plan usually costs less than several single-source subscriptions.

How do you report Microsoft Ads and Google Ads in one Data Studio dashboard?

Append both platforms into one table with a platform column, then build every combined chart on that table. Blending the two data sources looks quicker, but blends hold at most 5 sources and use equality joins, so a campaign that ran on Google but not on Bing drops out or splits into two rows, and totals quietly stop adding up.

The first job is mapping fields, because the two platforms name the same things differently. Microsoft's Reporting API calls cost Spend and conversion value Revenue, while Google Ads calls them cost and conversion value. Microsoft returns dates in its TimePeriod column. Each connector vendor renames these again, so map them once in the table, not in every chart.

Campaign names are the second job. If you built your Microsoft campaigns with Microsoft's Import from Google Ads tool, which can run on a schedule, names stay aligned and a combined campaign table is straightforward. But Microsoft warns that changes you make in Microsoft Advertising to status, bids or budgets may be overwritten the next time a scheduled import runs. If your Bing team edits campaigns directly, names drift, and the report needs a mapping sheet that assigns both platforms' campaigns to the same reporting group.

Here is a worked example with round illustrative numbers. Google Ads spent $8,000 for 160 conversions, a CPA of $50. Microsoft Ads spent $1,200 for 30 conversions, a CPA of $40. A blended scorecard that averages the two CPA fields shows $45. The correct combined CPA is total spend divided by total conversions: $9,200 divided by 190, or $48.42. Build CPA, CTR and ROAS as calculated fields on summed spend, clicks and conversions (for example SUM(spend) / SUM(conversions)), never as averages of each platform's ratio.

Why don't Microsoft Ads numbers in Data Studio match the platform?

Usually because the report and the interface apply different rules, not because the connector lost data. Microsoft's own Reporting API documentation explains most of the gaps, and they are worth checking in this order before you blame the vendor.

• Time zone: Microsoft's documentation says downloaded report data is relative to UTC, and the report time zone setting decides what 'today' and 'yesterday' mean. If none is set, the API defaults to Pacific Time, so a European or Indian account can be a day out at the edges of each range.
• Late data: Microsoft says a click can take up to two hours to process and a conversion up to three. A report that pulled data at 1 a.m. and was never refreshed will show yesterday short.
• Invalid traffic credits: Microsoft notes that adjustments for invalid clicks can take a week or more. Recent weeks can change after the fact, so re-pull the last 14 to 30 days on each run instead of only appending new days.
• Conversion date: Microsoft Advertising records conversions against the click date, not the conversion date, as Adobe's Experience League documentation on Microsoft conversion data also notes. GA4 uses its own attribution, so Microsoft's conversions and GA4's Bing conversions will not line up by day.
• Performance Max: Two Minute Reports' documentation points out that Performance Max campaigns do not use traditional ad groups, so ad group, ad or keyword reports exclude their spend. Report total spend at account or campaign level.
• Currency: an account billed in euros added to a Google Ads account billed in dollars inflates or deflates totals until you convert both.

How far back can you pull Microsoft Ads data into Data Studio?

Further than most connector free plans allow, but not forever. Microsoft's reporting data retention table, updated in September 2026, sets how far back each report can be requested. Once data ages out of the API, no connector can fetch it again, so a business that wants three-year trends should store daily campaign data in Sheets or BigQuery now.

Windsor.ai's free plan, for example, carries a 30-day history limit, which is fine for a weekly report but not for a year-on-year comparison. Check the history limit of the plan you pick as carefully as the price.

How do you connect Microsoft Ads to Data Studio step by step?

The clicks take minutes. The steps that keep the report working after someone leaves are about access and definitions, so they are included here.

Access trips up more setups than anything else. Microsoft requires multi-factor authentication for users signing in through third-party apps to its API, a requirement it began rolling out in June 2022. Two Minute Reports' setup guide also lists Advertiser Campaign Manager access or higher on each account, and, for work or school Microsoft accounts, an organisation whose Microsoft Entra tenant allows the Advertising API. If a sign-in fails with an MFA error, fix the user's Microsoft account first, not the connector.

• Agree the numbers: list the figures you review weekly and define each, for example spend in USD, primary conversions only, by click date.
• Choose the route: a partner connector for a Microsoft-only page, a Sheet or BigQuery table for a combined paid search view.
• Authorize from a business-owned Microsoft account with MFA and Advertiser Campaign Manager access, never a freelancer's personal login.
• Set the report time zone to the account time zone, and pull daily campaign data plus keyword and search term data.
• Map fields and campaign names to the Google Ads table, add a platform column, and convert currencies.
• Reconcile last month's spend, clicks and conversions against the Microsoft Advertising interface with the same date range and time zone.
• Set data source credentials to the owner's, share the report rather than the data source, and schedule email delivery for Monday mornings.

When is Microsoft Ads to Data Studio not worth it?

If Microsoft Ads is a small test budget and the person running it checks the Microsoft Advertising interface anyway, a connector adds cost and one more thing to maintain. A monthly CSV pasted into the Google Ads report can be enough until spend grows.

Good reasons to do it: leadership wants one paid search number, not two platforms' screenshots; you run imported campaigns on both and want a side-by-side view of the same campaign; or an agency or freelancer manages Bing and you want independent reporting from accounts you own. Weak reasons: a nicer chart, or rebuilding the Microsoft overview page that already answers the question.

Do it yourself if you have one account, a free connector tier and someone comfortable with calculated fields. Bring in help when combined totals do not tie to either platform, when several accounts and currencies are involved, or when you need history beyond what a connector plan keeps.

How I handle Microsoft Ads to Data Studio projects

I start with a free review of your Microsoft and Google Ads accounts, the connector you already pay for, if any, and the questions the report must answer. I recommend the cheapest route that will hold up and quote a fixed price for the build.

The work covers field and campaign mapping between the two platforms, time zone and currency handling, a combined paid search page with correctly calculated CPA and ROAS, Microsoft-only pages for the PPC team, reconciliation against both interfaces for a recent full month, and a handover so your team can add accounts without me. Marketing dashboards from projects I've led at Greenwolf Tech Labs follow the same principle: spend and results from every channel on shared definitions, owned in your Google account from day one.