Microsoft Advertising measured on the same terms as Google
Valkiria collects Microsoft Advertising spend, clicks and conversions and normalises them into the same metrics as Google Ads and every other platform. The integration never writes to the account: plans export as an import package for Microsoft Advertising Editor.
01What hurts
Why Microsoft Advertising is run as an afterthought
The Google import lives its own life
Campaigns were imported from Google Ads once and never touched again: the structure still matches, but bids, negatives and search terms drifted apart long ago.
Cheap traffic gets written off
The channel never reaches the shared table, so nobody sees its contribution to conversions — and budget flows to where the team already looks.
UET and goals are set up differently
Microsoft counts conversions by its own rules and offline import is often missing entirely, so its CPA cannot honestly be compared with Google Ads.
Scroll to see it work
Microsoft Advertising: from noise to a clear next step
- 01Scattered
Microsoft Advertising data sits apart from the rest of your channels and reports.
- 02Connected
Valkiria connects Microsoft Advertising read-only and puts it next to every other channel.
- 03Found
It shows where Microsoft Advertising spend leaks and which settings cause it.
- 04Approved
You approve the fix; it is applied to Microsoft Advertising only after that.
02How it works
Three steps from data to a ready plan
- 01
Bring the data in
There is no native OAuth yet — a Microsoft Advertising developer token is required. Data arrives through an aggregator connector, a CSV export, or manual entry.
- 02
Normalise to shared metrics
Spend, impressions, clicks and conversions are normalised, so Microsoft sits in one table with Google Ads, Meta and the other twelve platforms.
- 03
Take the plan out paused
Campaigns, ad groups, keywords and ads are built in Valkiria and exported as an import package for Microsoft Advertising Editor — everything paused.
03What you get
What you get on Microsoft Advertising
Read-only, with no surprises
The integration does not write to the Microsoft account at all: it physically cannot change a bid or a budget.
01Three routes for the data
An aggregator connector, a CSV export from Microsoft Advertising or manual entry — the channel shows up in the report the same day.
02Google and Microsoft on one scale
You can see where the search click is genuinely cheaper and how much of the conversion volume comes from Microsoft rather than the familiar Google account.
03A measurement checklist
UET tag, goals reconciled against what was imported from Google Ads, and offline conversion upload — the list of what to repair first.
04An Editor import package
The finished structure exports as paused files for Microsoft Advertising Editor, so moving it into the account is a mechanical step.
05Platform rules up front
Microsoft's limits on gambling, finance, healthcare and its adult programme are applied while you build, not after a rejection.
0604In numbers
- 0
- writes to the Microsoft account — the integration only reads
- Editor
- plans export as an import package for Microsoft Advertising Editor
- 11
- ad platforms in one control room, Microsoft included
Who gets what
What each type of client takes away
What you connect
- Ad accounts
- Analytics
- Website
- Bank & invoices
What Valkiria does
- 01Collect spend and results
- 02Find leaks and gaps
- 03Propose next steps
What you get
- Action plan
- Owner report
- Spend control
See every ad budget and what it returns, without opening five dashboards
Google, Meta, TikTok and the rest in one view, in your currency, with results next to costs.
Findings turn into a prioritised list of next steps with the evidence behind each one.
New campaigns are created paused. Edits to live campaigns stay off until you switch them on for an account; deletions and new spend always wait for approval.
Modules that do the work
05FAQ
Questions about the Microsoft Advertising integration
06See also
All ad platformsStart now
Find out what Microsoft search really costs you
The data connects in a few minutes, and the integration writes nothing back to the account. What moves in is your call.