Bing Ads Integration

How to setup your Bing Ads account

Bing settings are located under the traffic source tab.

Bing Setup

  1. In AnyTrack - Copy the Tracking URL Template

The template below was last updated on December 3rd 2020. For the latest tracking template, please login to your AnyTrack account


2. Navigate to your Bing Ads account > Shared Library > Account Level Options

3. Paste (ctrl+v) the Tracking URL Template

4. Enable Auto-tagging of Click ID

5. Save

6. Navigate to your Account & Billing Section

7. Enable Auto-tagging according to the illustration.

8. Save

Bing Ads conversion tracking setup

Reminder: Regardless of where the traffic originates, all your conversion data will be automatically tracked and reported in AnyTrack, Google Analytics and Facebook Pixel (if you've enabled these integrations). However, since Bing Ads doesn't have an integration with Google Analytics or any other analytics, you will need to manually upload your conversion data in Bing Ads, using the offline conversion tracking feature.


  1. You need to follow the Bing Ads setup steps so AnyTrack can capture the traffic data.

  2. You need to setup your conversion goals in Bing Ads

  3. You need to add the Bing Ads Tag on your site (instructions given by Bing Ads)

Conversion tracking setup in Bing Ads

Very much like in Google Analytics, you can define goals in Bing Ads, so that you can track multiple conversion goals. AnyTrack will track two types of conversions:


Engagements are conversions that occur on your website such as Clicks on Call To Actions and Form Submit.

Form Submit conversion tracking:

  1. Once you've logged in your Bing Ads account, navigate to the Conversion Goals section

  2. Click on

  3. Name your conversion goal: AnyTrack Form Submission

  4. Select and click Next

  5. In the Action Field add the following value: at.formSubmit

    1. Set the scope: We recommend across all accounts

    2. Revenue value: Select Conversion action value may vary

    3. Count: Select the option that you wish (we recommend All)

    4. Conversion window: Select the option that you wish (we recommend 90 days)

    5. Select the UET Tag (the bing tag that is set on your site)

  6. Save

The most important parameter is the Action Field as it is the value that we will send, which will trigger the conversion. So if you misspell or omit a character, the conversions will fail to record.

Click on Call to Action Conversion Tracking

Repeat the same process as above except for the name and action field

  1. Name: AnyTrack click on Call To Action

  2. Action Name: at.callToAction

  3. Save

Sales Conversion Tracking

Conversion tracking coming from third party systems are called "offline conversions". They typically occur in affiliate networks, CRM systems or any third party platforms where you can't add a conversion tag.

Watch this tutorial by Bing Ads which illustrates the process of Offline Conversions


  1. Create a conversion goal

  2. Name it:

  3. Select Offline Conversions

  4. Click Next

  5. Configurations:

    1. Scope: Select the option that suits you

    2. Revenue value: Conversion value may vary (this is very useful for ecommerce transactions)

    3. Count: All

    4. Conversion window: 90 days

  6. Save

Repeat the same process for the following conversion names

  • install

  • acquisition

Offline conversion import

How does the offline conversion import works.

  1. You need to prepare a CSV file with the conversions you'd like to import

  2. The CSV file must follow certain rules set by Bing

  3. Once the CSV file is ready to be imported, you upload it following the instructions set by Bing

Prepare your conversion data

  1. Under the website property settings, open the report section

  2. Define the date range

  3. Select UTM Source "bing"

  4. Export the report

  5. You can then select the columns needed for the upload

If you would like to automate this process, you can use the webhook feature, which can be used to send the conversion data directly to a Google Sheet.