How does conversion tracking work?

How does conversion tracking work?

Find out how conversion tracking attributes credit for a conversion for one or more conversion goals.

With conversion tracking, you can track what people do once they get to your website. First, you define the action you want to track as a conversion goal (for example, make a purchase). Then, once someone visits your website and makes a purchase, Bing Ads can count it as a conversion. Before Bing Ads can count the action as a conversion, it checks to see if the person clicked on your ad first.

Bing Ads will not count any user activity as a conversion, even if it matches a conversion goal, unless it is able to find that the user clicked on an ad before completing the action. If the user clicked on more than one ad before completing the action on your website, the last ad clicked will be counted as the conversion and the other ad clicks will be counted as an assist to the conversion. This process of attributing the credit of one or more conversions to your ad campaigns, ad groups, and keywords is referred to as conversion attribution.

There are multiple models used when attributing conversions to ad clicks. These are referred to as attribution models. Bing Ads uses the last ad click attribution, meaning if the someone clicks on multiple ads before doing the action your website, the last (most recent) click before the conversion gets credit for the conversion. Some of the other models include last click, first click, linear, time decay, etc.

Configuring the conversion attribution process

Bing Ads allows advertisers to configure the conversion attribution process using the following settings:

  • Conversion window: A conversion window is the period of time after the user completed the action that Bing Ads uses to record conversion data. You can set a conversion window, for each goal you define, to be any value ranging from 1 minute to 90 days. The default is 30 days. You can also change the conversion window as often as you like.
  • Counting option: You have the flexibility to count conversions according to your business needs. When creating a goal, you can choose to count the following:

    All conversions: Bing Ads counts all conversions (per tracked goal) that happen after an ad click. This the default option and a good choice if the advertiser wants to track sales. If a user makes 3 purchases, Bing Ads would count 3 conversions and attribute them to the ad click.

    Unique conversions: Bing Ads counts only unique conversions that happen after an ad click. This is a good choice if the advertiser is not interested in the number of sales, but instead whether or not a certain kind of lead was generated.

    Note: If you change the counting option, the change only applies to the conversion goal going forward and doesn't impact the conversion goal data before the change.

  • Scope: You set if the goal applies to all accounts or a specific account. If you select all accounts, you won't be able to set the currency of the revenue value. The currency of the revenue value shown in reporting will be determined based on the account currency to which the conversion was attributed.

    When attributing conversions to clicks for all accounts, Bing Ads looks at user`s ad clicks across all the accounts under the customer in order to find the ad click that is closest to the conversion. In most cases, this approach yields correct results because your ads lead the user to the same website. However, there are also instances where you set up multiple accounts with ads that lead users to different websites. In those cases, looking at ad clicks across accounts leads to incorrect attribution. As an example, if you had two accounts – A1 managing Website1 and A2 managing Website2, it is possible that conversions that happen on Website2 can be attributed to clicks coming from A1. Because of this, Bing Ads allow you to optionally associate a goal to a specific account. When a goal is configured as account level, all conversions of its type will be attributed to clicks from that account only. Note that once selected, this property can't be changed.

  • Revenue: Not all conversions are equal. Some are worth more to your business than others. You can assign numeric values to their conversions, thereby see the total value driven by their advertising across different conversions, rather than simply the number of conversions that have happened. Revenue can be any value from 0 to 9999999 with 3 decimal fields and you can set the currency if the scope is set to a specific account. You have three revenue options when creating a goal:

    1. Each time it happens, the conversion has the same revenue. This setting assigns a constant revenue value for every conversion for that goal.
    2. The revenue of this conversion action may vary. You can customize their UET tag to report a different revenue value per conversion (for example, based on the product purchased). When choosing this option, you will need to specify a default value for the conversion if the variable revenue value is not defined at the time of the conversion.
    3. Don't assign a revenue.


To see the complete list of currencies available for conversion goals, see Conversion Goal Revenue Currencies. If the currency for the conversion is different from account currency, the revenue value will be converted to the account currency using the average daily foreign exchange rate.

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