Microsoft Ads

Microsoft Advertising (formerly Bing Ads) is an online advertising platform developed by Microsoft, where advertisers bid to display brief ads, service offers, product listings and videos to web users

Authentication methods

OAuth

The plugin has one connection method: OAuth. You bring your own Entra app registration and Microsoft Advertising Developer Token.

Prerequisites

Before you can connect you need three things on the Microsoft side:

1. A Microsoft Advertising account with a Super Admin user that you can authorise the connection with. The Microsoft user completing the OAuth flow must be both the user in the Azure portal and the Ads account(s) you intend to sync.

2. A Microsoft Advertising Developer Token. See Microsoft's Get a Developer Token guide.

3. An Azure Entra app registration configured for OAuth.

1. Register an app in Microsoft Entra

Follow Microsoft's Authentication with OAuth — register your application guide to create the Entra app registration. From that page, you will need to enter in the Omnata UI:

• Application (client) ID

• Directory (tenant) ID

• Client Secret (created under Certificates & secrets on the app registration)

• Microsoft Ads Developer Token

2. Add the redirect URI

On your Entra app registration, add a redirect URI under Authentication → Add a platform → Web. When you click to Create a Connection in Omnata, the Redirect URI will be constructed and displayed on the Connectivity step.

3. Confirm the OAuth scopes

The plugin requests the following Microsoft Entra scopes that should be added and consented in the app registration:

• Microsoft Graph > Delegated Permissions > openid

• Microsoft Graph > Delegated Permissions > offline_access

• APIs my organization uses > Microsoft Adverstising API Service > msads.manage

4. Request a Developer Token in Microsoft Ads

The Developer Token can be request in Microsoft Ads > Settings > Developer Settings

Otherwise, follow Microsoft's Get a Developer Token guide.

5. Complete the connection and OAuth flow in Omnata

In Omnata, che connection form requires the following:

Field	Value
Directory (tenant) ID:	The Entra App (tenant) ID from your Entra app registration (Step 1).
Application (client) ID:	The Entra App (client) ID from your Entra app registration (Step 1).
Client Secret	A client secret value from the Entra App. Stored as a secret in Snowflake.
Developer Token	The Microsoft Ads Developer token from Step 4.

Other values from the Entra App are not required.

You'll then be redirected through Microsoft Entra to complete the OAuth authorisation. Sign in as the same user who has access to the Microsoft Advertising account(s) you intend to sync.

Using 'common' instead of Tenant ID

In some instances where user accounts between Microsoft Ads and Azure do not align, Microsoft recommends allowing authentication access to all Microsoft Accounts. To do this, go to the Entra App > Authentication > Supported Accounts > set to "Any Entra ID Tenant + Personal Micosoft Accounts"

Then, replace the specific Tenant ID in the Omnata connection form with common . This will connect via a single public endpoint, instead of one for your specific tenant.

Inbound Syncs

As of V2.2, the Microsoft Ads plugin uses the Microsoft REST API (replacing the legacy SOAP/Bulk API ahead of its January 2027 deprecation).

Entity streams

• accounts

• campaigns

• ad_groups

• ads

Standard reporting catalog

The plugin ships 12 pre-defined performance reports. Each report returns daily-grain metrics for the selected account(s).

Report	Description
Campaign Performance	Impressions, clicks, spend, conversions by campaign
Ad Group Performance	Metrics broken down by ad group
Ad Performance	Metrics broken down by individual ad
Keyword Performance	Metrics by keyword
Search Query Performance	Matched search terms and their metrics
Geographic Performance	Metrics by geographic location of the user
User Location Performance	Metrics by the physical location of the user
Age & Gender Performance	Demographic breakdown
Audience Performance	Metrics by audience segment
Conversion Performance	Conversion actions and values
Destination URL Performance	Metrics by landing page URL
Account Performance	Account-level aggregated metrics

Microsoft Ads does not allow for a fully customized report builder.

Outbound Syncs

Currently there is no outbound sync functionality, but uploading offline conversions is coming soon!