Best Microsoft Ads Reporting Tools for Agencies

Best Microsoft Ads reporting tools for agencies

Microsoft Advertising is the channel most agencies under-report. The spend is real, the cost-per-click is often lower than Google, and the audience skews older and higher-income - but it usually gets squeezed into one tired slide at the bottom of the monthly deck. The right Microsoft Ads reporting tool fixes that: it pulls the numbers automatically, formats them for a client who is not a PPC specialist, and gets them in front of that client before they start wondering what they are paying you for.

This guide compares the best Microsoft Ads reporting tool options for agencies in 2026, from full-platform dashboards to the spreadsheet-plus-connector route. We have run agency reporting for years, so we will be blunt about where each one helps and where it quietly costs you hours. We will also be upfront about where ReportsMate fits - and where it does not.

The thread running through all of it: a report only counts when the client actually reads it. That is why we lead with email-first delivery rather than another login.

Last updated: June 2026.

Key takeaways

• A Microsoft Ads reporting tool should automate data collection from Microsoft Advertising, white-label the output, and deliver it on a set schedule so you stop rebuilding reports by hand.
• Most tools are dashboard-first, meaning clients must log in to see results - and most never do. Email-first delivery puts the report in the inbox instead.
• AgencyAnalytics, Swydo, Whatagraph and DashThis all support Microsoft Advertising connectors; Supermetrics and Looker Studio cover it through a data-pull-plus-build model.
• ReportsMate is email-first and white-label by design. Confirm current platform coverage on the integrations page before you assume any specific connector.
• For mixed Microsoft and Google budgets, prioritise a tool that combines both into one client-ready report rather than two separate exports.

What this guide covers

1. What a Microsoft Ads reporting tool actually does
2. Comparison table: the main options for agencies
3. Why email-first beats dashboard-only reporting
4. The Microsoft Advertising metrics worth reporting
5. How to choose for your agency
6. FAQs
7. The bottom line

What a Microsoft Ads reporting tool does

A Microsoft Ads reporting tool connects to your Microsoft Advertising account, pulls campaign data through the official API, and turns it into a client-ready report without manual copy-paste. The good ones handle three jobs: automated data collection, white-labelling so the report carries your agency's branding rather than the tool's, and scheduled delivery on a daily, weekly or monthly cadence.

White-labelling matters more than people expect. White-label reporting means the client sees your logo, your colours and your sender identity - never the vendor's. It is the difference between looking like an agency and looking like a reseller of someone else's software.

The other job is translation. Raw Microsoft Advertising exports are built for media buyers, not business owners. A client does not want impression share by ad group; they want to know whether their money worked. The tools that earn their keep summarise the numbers and surface the "so what" - which is where automated Microsoft advertising reports start saving you real time. If you want the mechanics of automated delivery, our automated email reports feature walks through how scheduling works in practice.

Comparison: the best Microsoft Ads reporting tools for agencies

Here is an honest comparison of the main options. All of these are credible; they just solve the problem differently. ReportsMate is our own product, so treat that row as our perspective, not a neutral verdict.

A fair note on the dashboard tools: AgencyAnalytics, Swydo, Whatagraph and DashThis are genuinely good at what they do, and their Microsoft Advertising connectors are solid. The catch is the model. They are built around a dashboard the client is meant to log into, and in our experience that login rarely happens. Supermetrics and Looker Studio are powerful and flexible, but they hand you the data and leave the building - and the sending - to you.

For a wider view across every channel, our best marketing reporting tools comparison covers the same field beyond Microsoft Ads.

Why email-first beats dashboard-only reporting

Here is the uncomfortable truth behind most reporting tools: clients do not log into dashboards. They are busy running a business, and "log in to check your results" is one more password and one more tab they will not open. The report exists, it just goes unread - and an unread report does nothing to protect the retainer.

We built ReportsMate email-first because, after years around agency reporting, the dashboards clients were handed almost never got opened. The report that lands in the inbox is the one that gets read. A branded email with the headline numbers, a short plain-English summary and the trend direction does more for client retention than the most beautiful dashboard nobody visits.

This is the core difference between ReportsMate and the dashboard-led tools above. They make the client come to the data; we send the data to the client. If you want the reasoning in full, we made the case in email reports vs marketing dashboards. Reporting cadence - the rhythm of when reports arrive - only works when delivery is automatic and lands somewhere the client already looks every day.

The Microsoft Advertising metrics worth reporting

Microsoft Advertising gives you a long list of columns. Most of them are noise to a client. The ones that earn a place in a Microsoft Ads report are the ones that connect spend to outcomes.

• Spend and cost-per-click (CPC): the baseline. Microsoft CPCs often run lower than Google, which is a genuine selling point worth surfacing.
• Conversions and cost-per-acquisition (CPA): the number the client actually cares about. Make sure conversion tracking is configured in Microsoft Advertising before you report on it.
• Return on ad spend (ROAS): for e-commerce clients, the headline figure.
• Impression share: useful context for whether budget, not performance, is the ceiling.
• Click-through rate (CTR): a quick read on creative and targeting health.

For context on audience differences, Microsoft Advertising reports a search network reaching audiences that Google alone misses, which is part of why the channel deserves more than a footnote in your reporting. Microsoft's own reporting documentation sets out how these are defined and how the reporting API exposes them, which matters when you need your figures to reconcile with what the client sees if they ever log in. Whatever Microsoft Ads reporting tool you pick, the goal is the same: a short, honest set of numbers that answers "did my money work" without a glossary. To turn raw CPC and conversions into a clean efficiency number, our PPC ROI calculator does the maths.

How to choose the right tool for your agency

Start with one question: how do your clients want to receive results? If the honest answer is "they do not log into anything," an email-first tool will serve you better than the prettiest dashboard. If you have enterprise clients with their own analysts who genuinely want to poke at live data, a dashboard portal earns its place.

Then weigh four things:

1. Does it actually connect to Microsoft Advertising? Not every tool does natively - some route through a data connector. Confirm it before you commit a client to it.
2. Is the white-labelling complete? Logo, colours, custom sender domain - not just a logo slot. Half-measures look like half-measures.
3. How much manual work survives? A tool that pulls data but still needs you to build and send is automation in name only. Genuine automated Microsoft Ads reporting means you set the schedule once and step away.
4. Can it combine Microsoft and Google in one report? Most clients run both. Two separate exports is two chances to confuse them.

ReportsMate's vantage point here is specific: we optimise for the agency whose clients want results pushed to them, branded and summarised, not a console to manage. See how it works for the setup flow, and check current pricing and plan tiers before you decide. Because the value is multi-client white-label delivery, it suits boutique-to-mid-size agencies more than a single in-house brand team.

One honest caveat: ReportsMate's published integrations centre on Google Ads, Meta Ads, Google Analytics, Search Console and Google Business Profile. If Microsoft Advertising coverage is essential to you, confirm it on the integrations page or with the team before committing - we would rather you check than assume.

Frequently asked questions

Q: What is the best Microsoft Ads reporting tool for agencies?

A: There is no single winner - it depends on how your clients consume reports. AgencyAnalytics, Swydo, Whatagraph and DashThis all offer strong Microsoft Advertising connectors inside a dashboard model, which suits clients who log in. ReportsMate takes the email-first route, sending branded reports straight to the inbox for clients who never open a dashboard. If your clients ignore logins - and most do - email-first delivery protects the retainer better. The honest test is to look at your own client base and ask whether they would actually visit a portal. Start from that answer, then shortlist tools that match. Our marketing reporting tools comparison covers the wider field.

Q: Is Microsoft Ads the same as Bing Ads?

A: Yes - Bing Ads was rebranded as Microsoft Advertising in 2019, so a "Bing Ads reporting tool" and a "Microsoft Ads reporting tool" mean the same thing. The platform now spans the Microsoft Search Network, including Bing, Yahoo and partner sites, plus the Microsoft Audience Network. Reporting connectors and documentation use the Microsoft Advertising name, though plenty of marketers still say Bing out of habit. When you compare tools, search both terms - some vendors label the integration "Microsoft Advertising" and others still say "Bing Ads," and they connect to the identical account.

Q: Can I report on Microsoft Ads and Google Ads together?

A: Yes, and you should. Most clients run both platforms, and a single combined report is far easier to read than two separate exports. Look for a tool that merges Microsoft Advertising and Google Ads into one client-ready summary with shared metrics like spend, conversions and CPA side by side. This is where cross-platform PPC reporting for Microsoft Ads earns its keep - the client sees total performance, not two disconnected stories. Our guide to PPC reporting software goes deeper on combining paid channels into one report.

Q: How do I automate Microsoft Advertising reports?

A: Connect your Microsoft Advertising account to a reporting tool, choose the metrics and template, set a schedule - daily, weekly or monthly - and let the tool pull and deliver the report automatically. The aim is to set it up once and stop touching it. Automated Microsoft Ads reporting removes the monthly scramble of exporting CSVs and rebuilding slides. With an email-first tool, the finished, branded report lands in the client's inbox on schedule with no manual send. See how it works for the full setup flow.

Q: Why won't my clients read their reporting dashboard?

A: Because logging in is friction, and busy clients avoid friction. A dashboard asks the client to remember a URL, find a password and make time to go looking - and they rarely do. The report is not bad; the delivery model is. Email-first reporting removes every step: the branded summary arrives where the client already spends their day. This is the central reason we built ReportsMate the way we did, and it is the difference that keeps clients feeling informed instead of forgotten.

Q: How much do Microsoft Ads reporting tools cost?

A: Pricing ranges widely - from free options like Looker Studio (where you invest time instead of money) to per-client and per-account subscriptions from the dashboard vendors. Most agency tools price by number of clients or accounts, so your cost scales with your roster. Rather than quote figures that change, check each vendor directly; for ReportsMate, current plans and client limits are on the pricing page. Weigh the subscription against the hours you currently lose to manual reporting - that is the real comparison.

The bottom line

The best Microsoft Ads reporting tool for your agency is the one whose reports your clients actually read. Dashboard tools like AgencyAnalytics, Swydo, Whatagraph and DashThis are strong if your clients log in. Supermetrics and Looker Studio reward agencies happy to build their own. But if your clients are like most - too busy to open another portal - email-first delivery is what keeps them informed and keeps them paying. Stop reporting into a void clients never visit.

Stop losing your Sundays to client reports. Start your free 14-day trial - no credit card, no setup, cancel anytime. Your clients get branded reports in their inbox automatically.