Conversion Tracking With Bing Ads

Like most PPC advertising platforms, Bing Ads offers advertisers the ability to track conversions generated by people who click on their ads. Conversion tracking in Bing Ads allows you to track specific actions and then calculate how much it costs for a customer to complete an action. This figure is known as the Cost Per Conversion or Cost Per Acquisition (CPA). Bing Ads conversion tracking provides access to conversion data such as CPA alongside the costs, clicks, and impression stats in Bing Ads reports. Using that conversion data then helps you determine the effectiveness of ads and keywords in your account, and enables you to make educated decisions about what changes need to be made to improve account performance.

There are three distinct ways to track conversions and several steps to take to begin tracking conversions properly in your Bing Ads account.

But first, advertisers new to conversion tracking should determine which Web page counts as a conversion page. Is it a “thank you” page? A newsletter signup or purchase confirmation page? Once you choose the conversion page, deciding on a conversion tracking type will be easy.

Types of Bing Ads Conversions

Bing Ads has three different kinds of conversion tracking: one conversion per click tracking, one conversion per unique URL tracking, and count all conversion tracking. This differs from Google AdWords in that it offers more robust ways to track conversion actions other than per ad click. Using Bing Ads’ different conversion tracking options can help you obtain more nuanced information and ultimately make better decisions about account structure or tweaks to ads and keywords. Most advertisers will benefit from implementing one of the three conversion tracking options.


One Conversion Per Click Tracking

The most widely used type of conversion tracking is counting one conversion per click. This means that Bing Ads counts one conversion per click and will not tally multiple conversions from a single click, even if the user takes the desired action multiple times (for example, makes three separate purchases). If your Website is simple and straightforward, you will likely want to use this tracking method.


One Conversion Per Unique URL Tracking

A second conversion tracking option is counting one conversion per unique URL. Counting one conversion per URL is good for advertisers who want to track a single user through a session ID or transaction receipt number. To use this type of tracking, you need to embed a unique code or string of characters into each URL being used in the campaign, which is an additional step from the first conversion tracking option requirements and is not always possible for advertisers to do.


Count All Conversion Tracking

The third option is tracking all conversions. Most advertisers will not choose this option because it counts all conversion tracking events and provides a raw conversion count number. For example, if a customer who has clicked on your ad, and signed up for your newsletter, and has been counted as a conversion on the thank you page then revisits the thank you page later to print it out, that customer will be counted as two conversions instead of one. In most cases, this data is not ideal for making decisions to increase campaign ROI.


Implementing Conversion Tracking

In order to track conversions, a snippet of Javascript code must be added to the HTML code of the conversion page of the advertiser’s Website. Adding the Javascript code is not difficult and only has to be done once per conversion action. In other words, if you are using two different conversion tracking types in two different campaigns, you will need to add two separate Javascript codes.

After placing the Javascript code on the conversion-tracking page you must enable conversion tracking reporting in the Reports tab in your Bing Ads account. Reports can be pulled on any of the following levels; account, campaign, keyword and/or ad group. Analyzing conversion data is key to making the most of conversion tracking in your account and measuring your success.


Why You Should Use Conversion Tracking in Bing Ads

Tracking conversions in your Bing Ads account helps you measure account performance and increase ROI. By selecting a conversion action, choosing a conversion type, and implementing the conversion code snippet, you can set up conversion tracking fairly quickly and can begin making informed decisions based on data from the account conversion-tracking reports. In addition, you have the option to track conversions differently than in AdWords in order to obtain valuable conversion information. Conversion tracking is free and worth testing.

Please note that if you manage your Bing Ads account within Clickable, you may prefer to use Clickable Conversion Tracking, which will integrate your conversion tracking for all PPC networks, not just Bing Ads.