How to track mobile app installs as conversions?

How to track mobile app installs as conversions?

Find out how to track every time someone installs your app as a conversion.

You can track conversions and other site activity for any of your campaigns by creating conversion goals. Normally you create a Universal Event Tracking (UET) tag, add it to your website, and then create a conversion goal. But for mobile app install, all you have to do is use the app-specific URL that is provided by the Bing Ads-certified partner. One conversion goal is required per app platform for each app, per customer.

All you have to do is create an app extension, and then create a mobile app install conversion goal later.

How to track mobile app installs as conversions

When you create an app extension, enter the App or Measurement URL. This is an app-specific measurement URL that is provided by a Bing Ads-certified partner, along with an SDK, to track installs from app extensions as conversions. Bing Ads supports the following sites as third-party measurement URL partners:

How to create a conversion goal for mobile app installsexpando image

Create a mobile app install goal manually and put in the measurement URL from the partner into the App URL field. Bing Ads treats both App URL and Measurement URL the same way. Follow the steps to create a goal for app installs:

  1. Click the Campaigns tab, and then on the left pane, click Conversion Tracking.
    Conversion tracking menu
  2. Under Conversion Tracking, click Conversion Goals.
    Conversion tracking menu
  3. On the conversion goals page, click Create conversion goal.
    Conversion tracking menu
  4. Enter a name for your goal, under Type, select Mobile app install, and then click Next.
    Conversion tracking menu
  5. Select the App platform and enter the App ID/Package name.
    Windows Store
    Where to find app ID/package name:
    Windows Phone Store
    Where to find app ID/package name:
    Google Play
    Where to find app ID/package name:
    Apple App Store
    Where to find app ID/package name:
  6. Optional: You can assign a Revenue value to set how much each conversion is worth to your business. Note: Variable revenue is not supported.
  7. Optional: You can enter a conversion period to track up to 90 days in the past.
  8. Click Save.

When setting your mobile app install goal in this section, you are not creating the mobile app extension. To learn how to do this, see Link your apps in your ad.

How mobile app installs are trackedexpando image

Here is the workflow of how a mobile app install is tracked:

  • Once you entered a measurement URL from the partner, Bing Ads appends a parameter called MSCLKID to that URL during ad delivery. When someone clicks the app extension, the call goes to the partner which logs the MSCLKID and redirects to the app store.
  • After someone installs your app and opens it for the first time, the partner SDK on the app notifies the partner that app has been installed and opened. At this point, the partner does conversion attribution.
  • Then the partner uploads conversion goal data back to Bing Ads using the clickID and AppId as the keys.
  • Lastly, Bing Ads identifies the goals associated with the AppId, checks if the clicks are in the conversion window, and associates the conversion with the app extension.
How to create measurement/tracking URL for app install conversions?expando image
In order to help you create tracking/measurement URLs, Bing Ads has partnered up with Kochava, Tune, Appsflyer, Apsalar, and Adjust. Each partner has a template of exactly what Bing Ads expects the tracking/measurement URL to look like, and the only mandatory parameter required is the MSCLKID.

You can also add additional tracking parameters in Bing Ads to customize your tracking URL.


Please note that you will need one tracking URL for each respective app in the app store.

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