Can you trust the numbers in Microsoft Advertising?
Microsoft Advertising is an advertising platform that describes itself as building a new world of advertising possibilities to empower growth for all. Its own help pages give 3 reasons its numbers can look different from what you expect. The first to rule out: Daily figures in a downloaded report can fall on a different day than the account's local day, as Microsoft's developer docs explain.
Is it broken, or just counted differently?
A number can look wrong because the business changed, or because of how Microsoft Advertising counts it. Below is what Microsoft Advertising keeps, where its help pages say the numbers can differ, and how to check them yourself.
What does Microsoft Advertising keep track of?
Microsoft Advertising keeps statistics for each account, campaign and ad group.
In Microsoft Advertising's own words:
The reports provide detailed statistics about Microsoft Advertising accounts, campaigns, and ad groups.
Reports - Microsoft Advertising API | Microsoft Learn, read 2026-11-12.Microsoft Advertising has a way to avoid counting one conversion twice when it is sent more than once.
In Microsoft Advertising's own words:
This helps Microsoft Advertising recognize the duplicate event and avoid counting the same conversion twice.
Conversions API (CAPI) - Microsoft Advertising API | Microsoft Learn, read 2026-11-12.
What can make Microsoft Advertising's numbers look wrong?
Daily figures in a downloaded report can fall on a different day than the account's local day, as Microsoft's developer docs explain.
In Microsoft Advertising's own words:
The downloaded report data is always relative to UTC time.
Reports - Microsoft Advertising API | Microsoft Learn, read 2026-11-12.Recent figures can still change for a few hours, according to Microsoft's developer docs.
In Microsoft Advertising's own words:
Data is generally considered complete with books closed after 3 hours.
Reports - Microsoft Advertising API | Microsoft Learn, read 2026-11-12.A conversion that comes in outside the window can be left out of the count, as Microsoft's developer docs say.
In Microsoft Advertising's own words:
Events must fall within the configured attribution window to be eligible for attribution.
Conversions API (CAPI) - Microsoft Advertising API | Microsoft Learn, read 2026-11-12.
How do I check Microsoft Advertising's numbers myself?
An owner can see how fresh a report is before trusting its latest day.
In Microsoft Advertising's own words:
The most recent date and time when Microsoft Advertising finished processing data for this report type.
Reports - Microsoft Advertising API | Microsoft Learn, read 2026-11-12.Checking that each conversion carries one steady identifier helps rule out double counting.
In Microsoft Advertising's own words:
Use stable `eventId` values so retries don't create duplicate conversions.
Conversions API (CAPI) - Microsoft Advertising API | Microsoft Learn, read 2026-11-12.
How does Microsoft Advertising work with Feder?
Connect Microsoft Advertising to Feder and it joins your Reach apps. Feder only reads. It never changes anything in Microsoft Advertising.
When you connect Microsoft Advertising, Feder checks the connection straight away and shows Connected only when that check passes. If a reading cannot be taken later, Feder shows it as not read, never as zero.
Other apps that feed Reach
- Google Search Consoleclicks and impressions in Google Search
- YouTubechannel views
- Mailchimpcampaign emails sent
- ActiveCampaignactive contacts
- Brevocampaign emails sent
- Intercomcontacts
Where do these answers come from?
Everything this page says about Microsoft Advertising comes from Microsoft Advertising's own pages, quoted above with the date we read them. Last reviewed 2026-11-12. We read them again by 2027-11-12. If one changes, this page changes or comes down.
Know the day a number breaks, not the month after.
Some numbers are too quiet to judge daily, such as a form filled in a few times a week. Until there is enough of your own history to judge a change, Feder says it is still learning and scores nothing, rather than guessing.