Ellos dicen
«The volume is too small to matter.»
Nosotros decimos
That is a statement about clicks. Whether it matters depends on what the leads were worth, which is a different measurement.
Para Microsoft Ads
A tenth of the volume is not the same as a tenth of the value.
Export your Microsoft Ads leads, match them against closed sales, and compare the channel on revenue per lead instead of on impressions.
Sin clave de API Nada que instalar en Microsoft AdsNada que instalar Sin tarjeta de créditoSin tarjeta
Microsoft Ads sits on the lead side in CloseRev: export the leads its campaigns produced and match them against closed sales from whichever system holds them. The channel is small enough that most advertisers judge it on volume and stop there, which is the one comparison it is guaranteed to lose. Revenue with no traceable lead is reported as Direct / Unknown.
Comprobado por última vez con la documentación del propio Microsoft Ads el 24 de septiembre de 2026.
La brecha
It is five per cent of your clicks, so nobody has ever looked at what it was worth per lead.
Microsoft Ads ve
Qué se vendió, a quién y por cuánto.
ninguna fila en común
Su cuenta publicitaria ve
El clic, la palabra clave, la llamada y cuánto costó cada uno.
El archivo
Qué debe contener la exportación.
Tres cosas sostienen la coincidencia: quién, cuánto y cuándo. Todo lo demás es opcional y solo cambia cómo se puede desglosar el informe.
- Necesaria
Lead phone or email
On the lead form export, the call record, or your own landing-page record carrying the campaign.
- Necesaria
Campaign and ad group
The decision level. At this channel's volume, anything finer is usually too sparse to read.
- Necesaria
Lead date
When the lead arrived, which anchors the window.
- Opcional
Network
Owned search against the syndicated partner network. They behave differently enough to be worth separating where the export allows it.
Paso a paso
Cómo sacar el archivo de Microsoft Ads.
Escrito para quien tiene Microsoft Ads abierto en la pestaña de al lado. Los nombres de los informes varían según la edición, así que cada paso indica qué buscar.
-
Export the leads with a contact detail
Lead form downloads, call records, or your own form records stamped with the campaign.
-
Export closed sales
A contact detail, the amount and the date, from the practice management, field service or CRM system that holds them.
-
Take a longer window than you would elsewhere
Low volume means small numbers, and small numbers need more time before they mean anything. Six months is a reasonable floor.
-
Compare per lead, not in total
A channel with a tenth of the volume will always lose a total. Revenue per lead is the comparison that answers the actual question.
-
Upload both
The join runs on the phone and the email, normalised, with unmatched rows kept visible.
Lo que recibe
La página que Microsoft Ads no puede mostrarle.
Ingresos por canal, el número de ventas detrás de cada cifra y un grupo honesto para las que nadie pudo rastrear. Cifras de ejemplo, del caso práctico de la página SaaS B2B, no de una cuenta de Microsoft Ads.
Atribuidos a un canal$2,070,00069% de $3,000,000
Ventas coincidentes51 de 75solo alta confianza
Ticket medio$40,000por venta pagada
| Canal | Proporción | Ventas | Ingresos |
|---|---|---|---|
| Google Ads | 18 | $720,000 | |
| LinkedIn Ads | 21 | $930,000 | |
| Email marketing | 12 | $420,000 | |
| Directo / Desconocido | 24 | $930,000 |
Las ventas sin coincidencia quedan en Directo / Desconocido. Nunca se reparten entre los canales pagados para que el total se vea mejor.
El argumento
Qué cambia cuando cada lead y el anuncio comparten una fila.
Low volume is a statistical problem before it is a marketing one
A channel producing twenty leads a month cannot be judged on a month. One large sale or one bad week moves the number further than any real change in performance would.
That is the honest reason small channels get cut: not that they were bad, but that nobody ever had enough data to say otherwise, and cutting is the default.
Taking six months or a year fixes it without changing anything else, and the report states how many leads each figure rests on so a number built on nine of them is visibly that.
Where the count is genuinely too small to read, the report says so rather than printing a ratio that looks like a finding. A figure built on nine leads is not a small finding; it is not a finding.
The syndicated network is a different product sharing an account
Search on the owned properties and search on partner sites are not the same inventory, and in some accounts the difference in lead quality is large.
Because both report inside one campaign structure by default, the blended figure can hide a partner network producing volume that never closes.
Where the export distinguishes them, the report splits revenue on it. Where it does not, the difference often shows up as a bimodal pattern in the same campaign.
This is the specific check worth running before concluding the channel does not work, because it is the one most likely to be the actual explanation.
Total revenue is the wrong comparison and it is the one everybody makes
Set beside a search channel ten times its size, this one loses every absolute number: fewer impressions, fewer clicks, fewer leads, less revenue.
None of those answer whether the next thousand dollars is better spent here or there, which is the only question a budget meeting is actually asking.
Revenue per lead and revenue per dollar spent do answer it, and in a fair number of accounts this channel wins on both while losing on all the absolute measures.
Nothing about this is a claim that it will. It is a claim that the comparison normally made cannot tell you either way.
What the report will not do
It will not assign a sale to a campaign where nothing in the file connects them. Unmatched revenue goes to Direct / Unknown and stays visible.
It will not manufacture significance from a handful of leads. A figure resting on a small count is labelled as such.
It will not connect to your account or write anything back. Two exported files are the whole mechanism.
What you get is a defensible number, built from rows you can open, for a channel that is usually cut on a number nobody checked.
Preguntas justas
«Microsoft Ads ya hace eso». No exactamente.
Ellos dicen
«We just mirror our Google campaigns there.»
Nosotros decimos
Then the creative and the keywords are controlled, which makes the comparison unusually clean.
Ellos dicen
«There is not enough data.»
Nosotros decimos
Often true over a month and rarely true over a year. The report says which case you are in rather than printing a ratio regardless.
No. It reads files you exported, and nothing is written back to your account.
One file of leads carrying a contact detail and a campaign, and one file of closed sales carrying a contact detail, an amount and a date.
Six months at minimum. Low volume needs more time before a figure means anything.
A smaller channel loses every total by construction. Per lead is the comparison a budget decision actually needs.
Yes, where the export distinguishes it, and it is the first check worth running on this channel.
The report states the count each figure rests on, and declines to print a ratio where the count is too small to mean anything.
Yes, and running both in one file is the point: the same customers, the same window, the same rules.
The caller's number is the lead key, the same as any other lead.
Yes, across channels, and the overlap is reported rather than assigned.
No. It answers what happened after the lead, which the platform never sees.
A contact detail, a campaign and a date on one side; a contact detail, an amount and a date on the other. No audiences, no keywords required, no creative. Encrypted in transit and at rest and deleted with the import.
Closed revenue per campaign and per lead, with the underlying counts shown, and everything unmatched kept visible.
Por sector
Sectores que usan Microsoft Ads.
Cómo se ve el informe una vez cargada la exportación, escrito para cada uno.
- SaaS B2B¿Qué canales produjeron oportunidades ganadas, y no MQL?
- Despachos de abogados¿Qué anuncios produjeron casos que realmente firmó?
- Seguros comerciales¿Qué canales generaron pólizas emitidas?
- MSP y servicios de TI¿Qué canales generaron contratos firmados?
- Gestión patrimonial¿Qué canales trajeron cuentas fondeadas?
Otros sistemas
También vale la pena leer.
¿Usa más de un sistema o está comparando? El método es el mismo; las columnas, no.
Archivo de leads y llamadas Google Ads Search advertisers Archivo de leads y llamadas Qué exportar Archivo de leads y llamadas Meta Ads Meta advertisers Archivo de leads y llamadas Qué exportar Archivo de leads y llamadas CallRail Empresas que cierran sus ventas por teléfono Archivo de leads y llamadas Qué exportar
Los 97 sistemas 
Microsoft Ads y los demás nombres de productos y logotipos de esta página pertenecen a sus propietarios y se muestran para identificar el software del que procede un archivo. CloseRev no está afiliada a ellos ni cuenta con su respaldo, y no se conecta a ninguno: lee un archivo que usted exporta.
Empiece hoy
Dos exportaciones y lo sabrá.
Nada que instalar en Microsoft Ads, sin clave de API y sin necesidad de haber rastreado nada hasta ahora. El año pasado funciona igual de bien que este mes.