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If someone asked you: “Do you know exactly which websites displayed your ads yesterday and how many orders they generated?”
Would you know the answer? …or are you simply trusting the system to do its job well?
Most e-commerce store owners today operate in a mode of “blind trust.” They launch modern automated campaigns and wait for the results. The problem is that until now, campaigns like Performance Max have been something of a black box. You could see how much you spent and how much you earned, but you had no idea where your money actually went.
According to statistics, however, advertisers who switch to this type of campaign in Microsoft Advertising increase conversions by an average of 8%.
Despite this growth, one major issue remained: Transparency!
E-shop owners wanted to “look under the hood.” And Microsoft has finally delivered the solution…
What Changed? No More Guesswork – Just Hard Data
Until now, with Performance Max (P.Max) campaigns, the website placement list only showed how many impressions your ads received. For an e-commerce business owner, that metric alone is almost meaningless. But since May 2026, Microsoft has introduced metrics that directly impact your business:
- Conversions (Orders)
You can now see exactly which website brought you a customer. - Clicks
You know where users are genuinely interested in your products. - Spend (výdavky)
You can see down to the cent how much advertising on a specific website cost you.
Why Should You Care? Imagine This…
Imagine your ad runs on two different websites. You spend €50 on each. One generates 10 orders, the other generates zero. Until now, you couldn’t clearly distinguish between them. Today, you can simply exclude the “zero-performance” website and move your budget where it actually delivers results.
Three New Features Every E-commerce Owner Should Know
To keep things simple, here are the three key improvements Microsoft has introduced:
1. Website URL reporting (Reporty webových adries)
It’s no longer just a list of website names. It’s a complete performance overview. You can now see whether a major news portal or a small niche blog is actually making you money.
2. Landing page reporting
This report tells you whether the AI is sending users to the right pages of your online store. For example, if someone searching for “running shoes” ends up on your homepage instead of the dedicated category page, you can fix it immediately and increase the likelihood of a purchase.
Source: Microsoft Ads Blog
3. Search term reporting
You can now see exactly what people typed into the search engine (e.g., Bing) before clicking your ad. Are they searching for “cheap sneakers” or “luxury leather footwear”? These insights help you improve your ad copy and better align your campaigns with customer intent.
Source: Microsoft Ads Blog
„Dos and Don’ts“
How to Work With This Data Without Going Crazy
Many e-commerce owners make the mistake of turning things off after just one day. Here’s a short guide:
DO: Evaluate performance over a longer period
AI needs time to learn. Don’t judge campaigns based on the last 24 hours – look at data from at least the past 14–30 days.
DO: Exclude irrelevant websites.
If your baby stroller ads appear on a hardcore gaming website, add that site to your URL exclusion list.
DON’T: Focus on only one metric.
Just because a website doesn’t generate immediate orders doesn’t mean it’s useless. A customer may discover your brand there first and complete the purchase two days later via Google.
Why Is Microsoft “One Step Ahead” of the Competition?
While other platforms (such as Google) remain more cautious about sharing detailed P.Max placement data, Microsoft has chosen full transparency. This marks what many call the “end of the Black Box era.”
Because you can now see cost per acquisition (CPA) at the individual website level, you have a level of control over your marketing budget that would have seemed impossible just a year ago.
Conclusion
The era of blindly trusting machines is coming to an end. Microsoft Ads is giving you both the map and the compass. You no longer have to simply hope your campaigns are working — now you can prove it with numbers.
Do you know where your first €10 in ad spend went today?
If not, it’s time to dive into Microsoft’s new reporting tools. Because in e-commerce, one rule always applies: What you don’t measure, you can’t manage. And what you can’t manage will eventually become very expensive.
Not Advertising on Microsoft Yet? Thinking About It?
Maybe now is the perfect time to start. As a certified Microsoft Channel Partner, we can help you not only launch your campaigns, but more importantly, ensure they generate profit from day one.
Get in touch with us – we’ll gladly discuss your options with no obligation and help you find the best strategy for your e-commerce store.
