How do I track conversions in Bing Ads?

Tracking conversions in Bing Ads (now part of Microsoft Advertising) is essential for understanding the effectiveness of your campaigns and optimizing your ad spend. Here's a step-by-step guide on how to set up and track conversions in Bing Ads:

### **1. Define Your Conversion Goals**

- **Identify Conversions**: Decide what actions you consider as conversions (e.g., purchases, sign-ups, form submissions). Clearly define these goals to track them effectively.
- **Set Up Conversion Tracking**: Go to your Bing Ads account and navigate to the "Tools" menu, then select "Conversion tracking" to set up your conversion goals.

### **2. Create a Conversion Goal**

1. **Sign In**: Log in to your Bing Ads account.
2. **Access Conversion Tracking**: Click on the "Tools" menu at the top right of the screen and select "Conversion tracking" under the "Measurement" section.
3. **Add Conversion Goal**:
   - Click on "+ Add conversion goal" or "Create conversion goal" if you don't have any set up yet.
   - Choose a type of conversion goal from options like "Website," "Phone Calls," or "Import."

### **3. Set Up Website Conversion Tracking**

1. **Select Conversion Type**: Choose "Website" if you want to track actions on your website.
2. **Configure Conversion Settings**:
   - **Name Your Conversion**: Give your conversion goal a descriptive name (e.g., "Purchase Completed").
   - **Conversion Category**: Choose a category that best describes the conversion action (e.g., "Purchase" or "Lead").
   - **Value**: Assign a monetary value to the conversion, if applicable. You can also choose to not assign a value or use a dynamic value if needed.
   - **Count**: Choose how to count conversions. Options typically include counting every conversion or one conversion per click.
   - **Conversion Window**: Set the time frame in which conversions will be counted after a click (e.g., 30 days).
   - **Attribution Model**: Select an attribution model that determines how credit for conversions is assigned (e.g., last-click, first-click).

3. **Generate and Install the UET Tag**:
   - **Create UET Tag**: After setting up the conversion goal, Bing Ads will provide a UET (Universal Event Tracking) tag.
   - **Install UET Tag**: Add the UET tag to the header of every page on your website. This tag collects data on user interactions and sends it to Bing Ads.
   - **Verify Installation**: Use the Bing Ads UET Tag Helper browser extension to check that the tag is correctly installed on your site.

### **4. Track Phone Call Conversions**

1. **Create Call Conversion Goal**:
   - **Choose Call Conversions**: In the conversion goal setup, select "Phone Calls."
   - **Specify Call Details**: Enter details such as call length required for a conversion (e.g., calls longer than 60 seconds).
   - **Track Calls from Ads**: Bing Ads can track phone calls made directly from your ads. Ensure your call tracking is set up correctly in your ad extensions.

### **5. Import Conversions**

- **Import from Google Ads**: If you're using Google Ads and have conversion tracking set up there, you can import those conversions into Bing Ads. This can be done through the "Import" feature in Bing Ads.

### **6. Monitor and Analyze Conversion Data**

1. **View Conversion Data**:
   - **Conversion Reporting**: Access your conversion data through the "Reports" tab or "Campaigns" tab in Bing Ads.
   - **Conversion Columns**: Add relevant columns to your reports to view metrics like conversions, conversion rate, and CPA.

2. **Analyze Performance**:
   - **Evaluate Goals**: Regularly review how well your campaigns are meeting your conversion goals.
   - **Optimize**: Use the insights gained from conversion tracking to adjust bids, refine targeting, and improve ad copy to enhance campaign performance.

### **7. Troubleshooting and Optimization**

- **Check Tag Status**: Regularly verify that your UET tags are firing correctly and that data is being collected.
- **Review Attribution**: Evaluate the attribution model and conversion windows to ensure they align with your campaign objectives and user behavior.

By effectively setting up and tracking conversions in Bing Ads, you can gain valuable insights into your campaign performance, make data-driven decisions, and optimize your advertising strategy to achieve better results.