Microsoft Ads reveals missing data in April update

„Achieving a 600% Return on Ad Spend (ROAS) in the very first weeks of a campaign?“ For some, an ambitious goal; for ADAC Insurance, a reality after deploying the new Customer Acquisition (NCA) goals within the Microsoft network.

The April 2026 updates focus on three core pillars:

If you manage Performance Max campaigns, these changes will directly impact your results.

The most frequent criticism of Performance Max (PMax) has been the inability to determine exactly where paid traffic lands. That is now changing.

Microsoft has introduced detailed reporting for Final URLs within PMax. Advertisers can now see spend, impressions, and conversion performance at the level of specific website subpages.

Source: PPC news

The New Customer Acquisition (NCA) feature is now fully compatible with the Google Ads import tool. During the import process, Microsoft automatically maps visitor lists to equivalent rule-based remarketing lists within its own system.

Source: Microsoft Blog

Unlike other platforms, if Microsoft cannot confidently identify whether a user is a new customer, it classifies them as an existing one. This prevents the artificial overvaluation of acquisition campaign success.

Seasonality Adjustments are no longer limited to isolated campaigns.

Source: Microsoft Blog

If you use tCPA or tROAS across multiple campaigns within a single portfolio, you can now apply seasonality adjustments in bulk. This allows the algorithm to react to short-term fluctuations (e.g., a flash sale) without disrupting the learning phase of the portfolio.

The limit has increased from 128 characters, facilitating smoother workflows for agencies using complex naming conventions for automated reporting and scripts.

For Responsive Search Ads (RSA) with insufficient text, the system will begin generating AI-based assets. The goal is to increase auction relevance, though advertisers have the option to disable this feature at any time.

Changing a store name or domain no longer requires technical support assistance, significantly shortening the rebranding process.

These updates share a single objective: making campaign management on Microsoft Advertising more predictable and less labor-intensive.

If you are navigating optimal import setups, struggling with PMax efficiency, or looking for ways to scale performance beyond Google Ads, get in touch. As a certified Microsoft Channel Partner, we can assist you with everything from technical configuration to the strategic direction of your advertising.