Microsoft (Bing) Ads Conversion Tracking And Attribution – How To Set Up
Send Purchases and other conversions attributed by Able to Bing (Microsoft) Ads API.
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Send purchases, leads and other conversions to Bing (Microsoft) Ads API
Attributing conversions to Bing Ads (Microsoft Ads) is a critical yet often challenging task. Sales might occur offline or within external systems such as a CRM or payment processor, making it difficult to rely solely on browser-based tracking methods like UET (Universal Event Tracking) tags. Able CDP solves this issue through its robust server-side conversion tracking and integration with Microsoft Ads Conversion Tracking API.
Able's integration combines back-end customer data (such as name, email, and phone from CRM or payment systems) with front-end tracking data (such as browser ID and MSCLKID) to maximize conversion attribution accuracy. By linking the click identifier (MSCLKID) from the user's initial interaction with detailed customer data captured during transactions, Able ensures that over 90% of conversions—whether online or offline—can be accurately attributed in Microsoft Ads.
How Able Integration Works with Bing Ads
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Click ID Association
Able tracks the MSCLKID parameter from the user's initial interaction on your website and associates it with a visitor identifier. When the visitor completes a lead form, purchase, or another conversion action, Able links their personal details (e.g., email and phone) with the MSCLKID. This ensures that even offline or cross-device conversions can be attributed back to the original click. -
Data Sent to Microsoft Ads Conversion API
When a conversion occurs, Able sends the following information to Microsoft Ads:- Microsoft Ad Identifiers: The original click ID (MSCLKID) and browser details (such as IP and user agent).
- Advanced Match Parameters: Customer details such as email and phone, allowing Microsoft Ads to attribute conversions even when the click ID is unavailable or incomplete.
- Event-Specific Data: Conversion details such as type (e.g., Purchase, Lead), value, and currency, ensuring precise reporting.
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Improved Attribution Accuracy
By sending both click identifiers and enriched customer data in a single event, Able enables Microsoft Ads to attribute conversions more reliably compared to standard UET tag implementations. This significantly reduces the percentage of unattributed sales caused by cross-device interactions, ad blockers, or offline transactions.
Connect Microsoft Ads (Bing Ads) account to Able
In Able Dashboard, press "Add Service Integration" and select "Microsoft (Bing) Ads".
Enable sending of conversion events to Microsoft Ads (Bing Ads)
In Able Dashboard, press "Add Service Integration" and select "Microsoft (Bing) Ads".
Create Conversion Goal in Bing Ads
From the navigation menu on the left, hover over Conversions and select Conversion goals.
- Select Create.
- Choose the type of conversion you want to track: must be 'Offline'.
- Select Next.
- Choose a goal category from the dropdown menu and then choose a goal type.
- Enter a name for your goal in the Goal name box. When naming your goal, use a descriptive name that makes sense to you. (For example, "Checkout page".) Please note that after you choose a name for your conversion goal, the same name may not be used again in the future.
- Fill in the appropriate values for your selected goal type.
- If you want to add a monetary value for each conversion, select one of the following from the Revenue, dropdown menu:
- Each conversion action has the same value, and then enter the amount and select the currency (if available). This is a static revenue value that doesn't change.
- Conversion action value may vary (for instance, by purchase price), and then enter the default amount and select the default currency (if available) to be used when no value is received for a conversion. Able would automatically send conversion value and currency with each purchase.
- Fine-tune your conversion goal with Advanced settings:
- Set the Scope of this goal to all accounts or a specific account.
- Change how you Count your conversions.
- Enter a Conversion window to track up to 90 days in the past.
- Set a View-through conversion window to track conversions that occur in this period of time after a customer views (but doesn't click) your ad.
- Check or clear the Include in "Conversions" checkbox depending on whether or not you want to track all conversions. Learn more about "Conversions" versus "All conversions".
- Select Save