Rating
4.7
58 reviews
Starting price
$6
Per User
Categories
5
Founded
1975
Employees
228000
Azure Active Directory (Azure AD) enterprise identity service, part of Microsoft Entra, provides single sign-on and multi-factor authentication (MFA) to help protect users from 99.9% of cybersecurity attacks. You get SSO, CA, a single identity platform, developer tools, and more.
Ad spend / mo
$2.2M
7,759 paid keywords
Paid visits / mo
747,773
Organic keywords
13,399,006
Organic visits / mo
59,079,456
Authority
100
4,182,433 ref domains
Creatives run
100
as Microsoft Corporation
Active now
100
last 14 days
Advertising since
Oct 2021
4.5+ yrs running
Last seen
today
still active
The shared messaging across Identity & Access Management (IAM/IGA) advertisers - the validated angles to copy. See the niche →
(58 reviews)
Microsoft Entra ID support has a lot of room to grow. Support is defiantly not a strong part of the company as a whole. You will get routed to multiple departments and will be lucky to find someone that knows how to troubleshoot the product and that can speak English.
Pros: The best part of Microsoft Entra ID as a cloud based identity and access (IAM) solution is the fact we no longer have to maintain the backend infrastructure, backups, and replication required to sustain the critical business logon requirements.
Cons: Microsoft Entra ID support has a lot of room to grow. Support is definatly not a strong part of the company as a whole. You will get routed to multiple detartment and will be luck to find someone that knows the product and can speak english.
Ben S. · Infrastructure Architect · Education Management · May 6, 2026
Overall, my experience with Microsoft Entra ID has been very positive. It provides a reliable, scalable identity platform that works well in a large, operationally diverse organisation like a zoo charity.
Pros: What I liked most about Microsoft Entra ID is how well it balances strong security with ease of management in a complex, user‑diverse environment. In a large zoo charity we support a mix of full‑time staff, seasonal workers, volunteers, third‑party vendors, and cloud applications, and Entra ID makes identity management across all those groups both scalable and consistent.
| Category | Page | Rank | Placement |
|---|---|---|---|
| Customer Identity and Access Management (CIAM) | 1 | 10 | - |
| Single Sign On | 1 | 13 |
Domain confidence 95%
| Keyword they bid on | CPC | Pos | % budget | Landing page |
|---|
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Cons: The licensing model can be confusing, especially around Premium P1/P2 features. Advanced features like Conditional Access can be complex to design and troubleshoot. Changes in the portal and branding (Azure AD → Entra ID) caused some initial confusion. Troubleshooting authentication issues can be difficult without deep logging knowledge.
Anonymous User · IT Infrastructure Engineer · Leisure, Travel & Tourism · April 29, 2026
My overall experience with Microsoft Entra ID has been very positive. It provides a strong foundation for identity and access management, with reliable performance and enterprise level security features that are essential in modern environments. It integrates well with both Microsoft and third party services, making it easier to manage users and access from a single platform. Once properly configured, it streamlines authentication and improves security without adding unnecessary friction for users.
Pros: What I like most about Microsoft Entra ID is its strong security and identity management capabilities. It provides centralized control over users, access, and authentication, making it much easier to manage permissions across systems and applications. The integration with Microsoft services and third-party applications is another major advantage. Features like single sign-on and multi-factor authentication help improve both security and user experience. It also scales well, making it a reliable solution for managing identities in growing environments.
Cons: What I liked least about Microsoft Entra ID is that it can be complex to configure, especially for more advanced features. Setting up conditional access policies and fine tuning permissions can take time and requires a solid understanding of the platform. Licensing can also be a drawback, since some of the more powerful features are only available in higher-tier plans. Troubleshooting issues is not always straightforward, either, as the interface and logs can be difficult to navigate without experience.
Matthew F. C. · President · Information Technology and Services · April 26, 2026
Overall, my experience has been profound. The tool has set me up for success more times than not. While there was a large learning curve, once that knowledge was established, it was a breeze.
Pros: The most well rounded User management solution EVER. Working in an ever evolving access industry, having the ability to easily manage users is critical. Simple integrations with Active Directory and Intune are important in most business applications these days. Along with integration into business applications for SSO. Extremely powerful tool.
Cons: The whole suite can be a bit overwhelming at times. Between configuration, security measures, and integrations...it can get cumbersome.
AJ G. · IT Administrator · Hospital & Health Care · January 22, 2026
Overall Microsoft Entra ID is a great product with a lot of pros and some cons. The main benefit would be the interconnection with Microsoft ecosystem as it is their product.
Pros: Microsoft Entra ID integrates nicely with other Microsoft products and it is quite easy to use. The sync from on prem AD to Entra ID is also advantage. Implementing Conditional access policies helps to improve the company security posture.
Cons: The pricing tiers/addons are not easy to understand and some settings does not follow security best practice by default, so it has to be changed later. Other thing is Microsoft is pretty much always changing the portal, so it can be sometimes tricky to find what you are looking for when expect to be at the old place.
Martin C. · Systems Administrator · Farming · December 12, 2025
We've been using Entra ID since we've started our migration to 365. It was easy to get connected to our on-prem environment and get users moved over to Entra ID and operate in a hybrid deployment. We're now working to move to cloud only users, our endpoints have all been transitioned over to Entra ID utilizing Intune and Auto Pilot for deployment. The process has been pretty straight forward. I do wish the Microsoft Documentation was better or at least a bit easier to find. It would be nice if they had a clear step by step guide to follow.
Pros: It's a natural extension from Active Directory. Syncing accounts and devices is very easy. I like that they offer things like conditional access and advanced security settings that make it possible to have a stronger security posture.
Cons: I don't like how convoluted the licensing can be. While they offer some conditional access policies at our current license level, we would have to bump up to E5 or P2 add on licenses in order to take advantage of some of the more robust policies. Certain reporting options and additional settings are also all blocked by paywall forcing you to either pay more money for more licensing or look at 3rd party solutions.
Brandon B. · Senior Manager of IT Infrastructure · Telecommunications · November 21, 2025
I have had a good experience with Microsoft Entra ID from managing user accounts and email addresses in one place.
Pros: I like that it provides user access control and account security. It provides a easy to use platform to manage user data.
Cons: I do not dislike anything about it at this time. I find it to be a convenient platform to manager user data that is secure.
Katrina P. · IT Analyst · Information Technology and Services · November 14, 2025
Pros: I like alot about Entra, from policy management to application integration. We are a hybrid enviroment so our AD syncs to entra with entra connect software. it streamlines our user management and MFA implementation
Cons: Nothing i don't really like, it is a well-rounded product and you would hope it is with Microsoft being in the game for so long
Nathan E. · Systems Administrator · Hospital & Health Care · October 8, 2025
Pros: Extremely powerful and flexible —it does a lot including streamlining all our directory management, SSO, etc. but it also expects a lot of admins. You definitely have to know your stuff to get the most out of it.
Cons: As it underpins all of the Microsoft 365 offerings an Azure AD/Entra ID outage will obviously kill a lot of your SaaS access for your entire org. Thankfully those are fairly few and far between. Microsoft is alos obsessed with moving things around and creating new portals, etc. so you need to start on top of Entra news to (re)locate things.
Matt T. · IT Director · Marketing and Advertising · July 3, 2025
Pros: Azure AD integrates with most external software that we have procured, and it is very easy to implement Single Sign-On.
Cons: The Admin UI isn't that intuitive and the licensing structure is complex. The 40-minute sync between systems can sometimes cause delays and issues.
Tiff V. · Sr IT Engineer · Consumer Goods · July 1, 2025
Insgesamt überwiegen die positiven Eindrücke deutlich: Seit der Migration vom lokalen AD zu einer hybriden AAD-Umgebung haben wir Phishing-bedingte Kontoübernahmen um über 80 % reduziert und Onboarding-Zeiten von neuen Mitarbeitern halbiert. Das Projektteam profitierte von umfangreicher Microsoft-Dokumentation und kompetentem Premier-Support; die Implementierung dauerte inklusive Conditional-Access-Policies rund acht Wochen. Mit jeder neuen Release-Welle – zuletzt Identity Governance und Lifecycle-Workflows – wächst der Funktionsumfang spürbar, ohne dass wir Infrastruktur betreiben müssen. Kurz: AAD ist zum zentralen Identity-Hub unserer Multi-Cloud-Strategie geworden.
Pros: M365-Integration und tiefgreifende Sicherheitsfeatures. Mit Conditional Access, MFA und Privileged Identity Management setzen wir Zero-Trust-Policies nahezu per Mausklick um. Das Cloud-basierte Directory repliziert Änderungen in Sekunden, Self-Service-Passwortzurücksetzung entlastet den Help-Desk und über die mehr als 3 000 vorgefertigten Enterprise-App-Konnektoren rollt SSO extrem schnell aus. Dank automatischer Risikoanalysen erhalten wir Echtzeit-Warnungen bei verdächtigem Login-Verhalten und steigern so unsere Security-Reife messbar.
Cons: Die Lizenzstruktur (P1/P2) ist für kleinere Organisationen schwer kalkulierbar; viele essenzielle Funktionen (z. B. PIM oder Identity Governance) liegen nur in der teuren P2-Stufe. Außerdem wechseln UI und Menüführung der Portale gefühlt monatlich, was die Admin-Akzeptanz beeinträchtigt. Audit-Logs sind ohne Zusatzprodukte nur 30 Tage abrufbar, API-Rate-Limits können bei Massänderungen bremsen und komplexe Delegationen erfordern oft Azure AD-Rollen, die noch immer recht grob-granular sind.
daniel o. · Server · Renewables & Environment · June 11, 2025
Pros: Azure Active Directory is great for its seamless integration with all Microsoft services, Single Sign-On, strong security features like MFA and Conditional Access, and support for hybrid cloud environments
Cons: Sometimes the confusion about features in each licenses like P1 and P2 and limited to customize the user interface
Hany H. · Senior Systems Administrator · Information Technology and Services · May 5, 2025
Very positive. Enjoyed it so much I obtained an AZ-900 certification. It's very well orchestrated & implemented IAM utility within the Azure ecosystem.
Pros: I like that it's a very comprehensive cloud native identity & access manager. When Azure AD is assigned to a Tenant, it integrates seamless across the Azure fabric making IAM an intuitive breeze!
Cons: In our case, we integrate with O365 apps and there are still things like managing "groups" where tasks are done in the O365 Admin Dashboard as opposed to all tasks being managed in the Azure AD Dashboard.
Jimmy H. · IT Manager · Building Materials · April 23, 2025
It's a great experience to work on Azure AD. It meets all the requirements & I would give 9 points out of 10.
Pros: It's ability to centrally secure & manage user identities, access & authentication for various applications & services including the ones that are in cloud & on-premises. Cloud Centric & Scalable- Azure AD is designed for a cloud-first world offering seamless integration with Microsoft cloud services and SAAS applications and scales easily to accommodate growing organizations. Cost-Effective- Azure AD can be a cost-effective solution, especially for organizations that already use other Microsoft products like Microsoft 365.
Cons: Dependent On Internet Connectivity: Azure AD is a cloud based service, meaning it requires an internet connection for authentication & access to resources.
Nivesh B. · Network Administrator · Information Technology and Services · April 19, 2025
Pros: I liked Azure Active Directory’s strong security features and seamless integration with Microsoft 365 and other Azure services. Its single sign-on (SSO) capabilities greatly simplify user access management across apps.
Cons: I found Azure Active Directory’s interface a bit complex for new users, especially during initial setup. Troubleshooting issues like conditional access policies can also be challenging without deep documentation.
atul m. · senior software engineer · Automotive · April 6, 2025
Pros: Allows smooth and easy connection for users and systems, via SSO. Allows easy user access management within the tool.
Cons: Azure AD access permissions provided by Azure could be reduced in number, as well as be a bit more clear on what each permission allows to do.
Roman G. · Sr. Manager, Information Technology Audit · Human Resources · March 26, 2025
Overall, the application is very convenient and the benefits of AD are very beneficial to businesses to keep data together
Pros: The convenience of keeping users and system info together and having the ability to control or reset these users
Cons: the installation and configuration of the application can be a bit much along with the app sometimes disappearing when pinned on task bar
Aaron B. · IT Admin · Retail · January 3, 2025
Pros: We no need any physical servers. Azure AD hosted on azure cloud so we can manage From cloud
Cons: If your organization already in on-premises you need some connection and tokens to configure azure AD.
Ajaykumar K. · Specialist · Information Technology and Services · December 18, 2024
Veloce ed intuitivo permette di partire da subito con molti suggerimenti di sicurezza.
Pros: Semplicità di utilizzo e servizi integrati che coprono tutte le principali esigenze nativamente ed in sicurezza
Cons: Mancanza di alcuni strumenti evoluti di gestione batch
Stefano G. · Enterprise Architect · Financial Services · April 27, 2024
Pros: Molte informazioni online se si hanno dubbi che la documentazione non comprende
Cons: Si può sempre migliorare, niente di così tanto negativo
Fabrizio H. · Programmatore · Internet · April 3, 2024
Considering the basic version is included with a Office 365 subscription it has been an unexpected bonus. It has given our company a chance to experiment with a cloud based directory without having to fully abandon the setup that has work for years and most employees are familiar with.
Pros: Previous to signing up for Office 365 we used a on-premise active directory, using the tools provide it was easy to transfer our directory information over to the Azure Active Directory and have them work together in a hybrid mode. We have been able to slowly decrease the amount of on-premise servers had transition to cloud only at a pace we control due to this.
Cons: If you are using hybrid mode it can be a bit of a pain to set two way communication between Azure back to On-premise.
Alexander N. · System Analysis · Construction · December 5, 2023
Comes as part of Office 365 and is so unobtrusive that many will not even realize that they have it. Right now our company is in the process of attempting to better utilize the security features present in Azure
Pros: We were able to connect our on-premise Active Directory to the Azure Active Directory, which made setting up and maintaining it a breeze. New users are automatically transferred over and all of our on-premise roles and permissions can be utilized in Office 365. Additionally as long as your have a sing enterprise license you can use AAD for SSO on other applications.
Cons: If using Azure Active Directory in hybrid mode it can be a pain to setup two way communication between the cloud and on-premise, though a argument can be made that this is a security feature since it limits what a cracker can accomplish if they get into one of your users accounts.
Alex N. · System Analysis · Construction · December 4, 2023
I rely on AAD daily and have had nothing but great experiences with it. It's robust but flexible and the options are almost endless.
Pros: The tooling and functionality is amazing; so much potential and possibilities, AAD is a must-use for any Microsoft administrator.
Cons: navigating the interface can be confusing and convoluted at first, however once you know how to use it and where to go, it is very straight forward.
Andrew M. · Technical Support Officer · Information Technology and Services · November 29, 2023
Recomended dearly to all buissness to work with Azure ad and especially AD users and managment
Pros: Functionality wellWorking fast, easy login, very safeSync with Microsoft products cloud services
Cons: Access only from server, rather then cloud based web
Anonymous User · IT Manager · Airlines/Aviation · September 9, 2023
Pros: Well documented, easy to navigate and easy to implement needed solutions.
Cons: None really - works as intended and is constantly changed and new features added.
Mick Jagtfelt N. · IT Cloud & Security Architect · Food Production · September 1, 2023
Shortlist |
| Multi-Factor Authentication | 1 | 17 | - |
| Privileged Access Management | 2 | 4 | - |
| Identity Management | 2 | 6 | Shortlist |