Bing Ads (formerly Microsoft adCenter and MSN adCenter) is a service that provides pay per click advertising on both the Bing and Yahoo! search engines. As of June 2015, Bing Ads has 33% market share in the United States. (DataNize - Zoominfo)
Once you integrate AnyTrack with your Bing Ads account, you will be able to fully attribute all conversions to your Bing Ads campaigns, build audiences according to conversion events and measure your exact ROAS.
Bing does not provide a postback URL.
You need a Microsoft advertising ad account (FKA Bing Ads).
You need the Universal Event Tracking (UET) tag on your site.
You need an AnyTrack account with a Personal or Advanced subscription.
Navigate to the Tracking Pixels screen and connect with Bing.
Add the UET Tag ID & Save
Enable Server-Side events
Map the AnyTrack events to the conversion Events you want to see in Bing (useful if you already track some events).
👉 Open a new browser tab.
This is the part where you need to apply the conversion Event Mapping from the previous steps.
Navigate to the Conversion Tracking tab > Conversion Goals
Create a conversion Goal
Add a Name, select Event, and click Next
Now follow the steps in the illustration
Custom Event: Copy / Paste the Event Name from AnyTrack to the Action Field in Bing
Goal Category: Select the appropriate category. (see recommendations below).
Scope: Select the Ad account
Revenue Value: Select the option that suits your needs (for Outbound clicks, it's usually 0, but feel free to pick a value).
Count: Select count All conversions (recommended for lead, CompleteRegistration and Purchase since a visitor might trigger several conversions).
Conversion Window: Select the conversion window - (we recommend 90 days in order to get as much value in the campaign). Yet, this setting might not be suitable for every goal or campaign.
Select the Tag you want to associate with this conversion goal.
Bing Goal Category
Submit lead form
Sign - Up
Creating remarketing list is very similar as creating a conversion goal.
Open the Shared Library section > Select Audiences
Create a new remarketing list
Name your remarketing list
Select Custom Events
In Event Action, add the conversion name as it appears in AnyTrack
To guarantee that traffic and conversion data is properly tagged and attributed, there are a couple of settings to go through.
👉 Navigate to your Bing Ads account > Shared Library > Account Level Options
Copy the Tracking template from your AnyTrack account
Paste it in the Tracking template field.
Check the auto-tagging option if it's not already checked.
🏁 Et Voila! You're done.