Microsoft Ads (Bing) conversions,sent to your goals

ClickFlare posts tracked conversions to a Microsoft Ads conversion goal through the Bing Conversion API, after you sign in with your Microsoft account. A cost integration pulls campaign spend from the ad accounts you choose and keeps it updated automatically.

MS
Microsoft Ads (Bing)
Bing search advertising
At a glance
How it connects
Sign in with Bing Ads, for conversions and for cost
What syncs
Conversion events out, campaign cost in
Sync schedule
Conversions per event; cost pulled periodically
Key parameters
msclkid, CampaignId, AdGroupId, AdId, keyword, QueryString
Works with
Bing search campaigns, standard and custom events
Good to know
Integration timezone must match your Bing account
Search ad platform
Conversion goal API
Bing cost sync

Bing search data next to the conversions it drove

The search query in every report

The Microsoft Advertising template passes keyword, match type and the search query, so you can see which searches pay off.

Conversions in your Bing goal

ClickFlare posts each event to the conversion goal you choose, and the parameters you map show up in Microsoft Ads.

Cost without manual uploads

ClickFlare asks Microsoft Ads for campaign cost on a schedule and updates it for you.
How it works

From ad click to profit per campaignattributed revenueattributed salesa matched conversion

01
Your ad
Visitor clicks
Ad on Microsoft Ads (Bing)
02
ClickFlare
Click recorded
A unique cf_click_id is created
03
Your offer
Conversion
Lead, sale or custom event
04
ClickFlare
Sent back to Microsoft Ads (Bing)
Through the Conversion API or postback
05
Cost API
Spend pulled in
Microsoft Ads (Bing) cost matched to each campaign
01
Your ad
Microsoft Ads (Bing) click
Macros fill the tracking URL
02
ClickFlare
Click recorded
Zone, site and device data stored
03
Offer or lander
Visitor converts
On your page or the offer
04
ClickFlare
Conversion logged
With payout and event type
05
Postback
Reported to Microsoft Ads (Bing)
So its optimization sees the result
01
Your ad
Visitor clicks
Any traffic source
02
ClickFlare
Click recorded
A unique cf_click_id is created
03
Your article
Keyword block
Click ID passed to the feed
04
Results page
Paid click
Conversion fired to ClickFlare
05
Microsoft Ads (Bing) API
Revenue matched
Pulled on a schedule and reconciled
01
Your ad
Visitor clicks
Any traffic source
02
ClickFlare
Click recorded
cf_click_id passed to the offer
03
Microsoft Ads (Bing)
Offer or call
The network tracks the action
04
Microsoft Ads (Bing)
Conversion
Lead, sale, call or rebill
05
Postback
Payout in ClickFlare
Matched to the original click
01
Your ad
Visitor clicks
Any traffic source
02
ClickFlare
Click recorded
A unique cf_click_id is created
03
Microsoft Ads (Bing)
Store or funnel
Click ID kept through checkout
04
Events
View, cart, checkout
Each step tracked
05
ClickFlare
Purchase recorded
Order value matched to the ad
Search ad platform

Customer, account, goal: how Bing receives conversions

After you sign in, pick the Bing Ads Customer, the Bing Ads Account and the conversion goal. Then choose the event types and match ClickFlare tokens to Microsoft Ads parameters in the Event Data Configuration.
  • Connected accounts reused, no second sign-in
  • Several event types per integration
  • Required parameters are locked
Today, one campaign
example
Spend pulled from Microsoft Ads (Bing)
cost
$412.30
Conversions recorded
today
38
Sent back to Microsoft Ads (Bing)
per event
38/38
Profit
campaign
$227.70
Example numbers. Cost and conversions sit in the same report row.
Captured on every Microsoft Ads (Bing) click
key macros
msclkid, CampaignId, AdGroupId, AdId, keyword, QueryString
captured
From the Microsoft Ads (Bing) template in ClickFlare. Use them as report columns and rules.
Revenue for one click
example
Paid click
day 0
$0.00
First revenue pull
+1h
$0.41
Scheduled updates
next days
$0.58
Final pull
last sync
$0.62
Example amounts. Sync timing for Microsoft Ads (Bing) is in the facts above.
Events for one click
example
Lead
day 0
$0.00
Sale
day 0
+$40.00
Upsell
day 1
+$15.00
Refund
day 9
−$15.00
Example events. Each one arrives by postback and is matched to the click.
One visitor's path
example
Product view
step 1
—
Add to cart
step 2
—
Checkout
step 3
—
Purchase
step 4
$68.00
Example order. Each event is tied to the ad that brought the visitor.
9
Tracking fields captured
2.3B
Events tracked
Setup

Connected in four steps

You need a Microsoft Advertising account, a conversion goal in it, and a ClickFlare account.
  1. Add the Bing Conversion API In ClickFlare, go to Integrations → Conversion API Integrations, click Add Integration, name it and select Microsoft Bing.
  2. Sign in and pick the goal Click Sign in with Bing Ads, log in to your Microsoft account and click Accept. Select the Bing Ads Customer, the Bing Ads Account and the conversion goal.
  3. Choose events and parameters Pick the event types to post, match ClickFlare tokens to Microsoft Bing parameters, add more with Add Configuration, and save.
  4. Connect Bing cost Under Cost Tracking Integrations, choose Microsoft Bing, select a workspace, name the integration and pick the account and timezone. Choose the ad accounts and assign the integration to your traffic source.
app.clickflare.com/integrations
MS
Microsoft Ads (Bing)
Search ad platform
Connected
Microsoft Ads (Bing) account connected
Signed in from ClickFlare
Cost syncing
Spend matched to campaigns
Conversions sent back
Your chosen events
Microsoft Ads (Bing) template selected
Macros pre-filled
Tracking URL in Microsoft Ads (Bing)
Click ID captured
Conversions reported
Payout included where supported
Microsoft Ads (Bing) connected
Credentials saved in ClickFlare
Conversion event set
Click ID passed to the feed
Revenue syncing
On the feed's schedule
Microsoft Ads (Bing) added
Offer URL carries the click ID
Postback set in Microsoft Ads (Bing)
Payout and event included
Conversions arriving
Matched to the click
Microsoft Ads (Bing) connected
Click ID kept to checkout
Events mapped
View, cart, checkout, purchase
Purchases tracked
Order value in reports
Ready to track
If you don't select the cost integration on the traffic source configuration, ClickFlare won't pull Microsoft Ads costs.
Microsoft Ads Conversion API setup guide
Open the guide
In your reports

What you see once it's connected

  • Cost per campaign
  • ROI by keyword
  • Results by search query
  • Bid match vs match type
  • Results by ad group and ad
  • Results by target ID
Use cases

How media buyers run it

Microsoft Ads → lander → offer

Bing search → lander → offer

Post sales to a conversion goal and compare ROI by keyword and match type.

Query mining

Group results by the search query field to find the terms that convert, then build them out in Microsoft Ads.

Several accounts, one cost feed

Pick several ad accounts in one cost integration. ClickFlare works out which campaigns each cost belongs to.
Frequently asked questions

Questions about Microsoft Ads (Bing)

No items found.
Setup guides
Microsoft Ads Conversion API setup guide
Microsoft Ads cost integration guide
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