Bing Ads Conversion Tracking

in PPC Tracking

I've been doing increasingly more work with the adCenter API over the past few years, and often need to check that my tools are working properly; however I don't always have conversion data available, so have installed it on my own sites to be able to test that my applications function correctly. I've written up my experience while installing it here, and you might find it useful if you've had problems getting conversion tracking working for adCenter.

Why Install More Web Tracking?

You might not have adCenter conversion tracking installed on your website yet, and are just relying on other tracking systems for adCenter data, such as Google Analytics; however, taking the time to set it up could be valuable if you want to be able to view metrics like ROAS and Cost Per Conversion in one place, without having to join two reports together; or it could be useful if you're interested in the Assists metric, which provides some insight into the cross performance of your ad groups and campaigns. It might also be beneficial to be familiar with the service in case they ever introduce a conversion optimizer function.

Installing adCenter Tracking

Follow these steps to configure adCenter conversion tracking:

  • Switch on tracking for your account,
  • Create a conversion goal,
  • Insert some JavaScript into your your site.

In addition to this, you can also create some funnels for your goals to gain insights into your conversion paths. The following sections explain each of these steps in more detail.

Activating Campaign Analytics in Your Account

In previous versions of adCenter, you could enable tracking either for individual campaigns or for your whole account; however, tracking at the campaign level isn't supported anymore, so you need to switch tracking on at the account level and gain access to the newer Campaign Analytics tool.

You can find the tracking configuration screen by logging into your adCenter account, then going to the the Campaign Analytics section of the Tools tab. The screen look something like the following:

Bing Campaign Analytics Screen
Bing Campaign Analytics Screen

The Tracking Status field will show you the current status of tracking for your account; if it's marked as Disabled, then you need to change it using the Edit link. After pressing Edit, you should see the following screen:

Enabling Conversion Tracking for an Account
Enabling Conversion Tracking for an Account

You just need to select the Enable conversion tracking radio button.

Preparing a Conversion Goal

Next, you need to create a goal to track conversion events that happen on your site. If you click on the Create goal button, you'll be taken to the following page:

Creating a Conversion Goal
Creating a Conversion Goal

There are several advanced options for creating a goal, which I will explore in a follow-up article, but for now just give your goal a name, then press the Save and generate code button in the bottom right section of the screen.

Placing the Tracking Code onto Your Website

Once you've created a goal, a new section will appear at the bottom of the page with the tracking snippet you need to use for your goal:

The adCenter Conversion Tracking Snippet
The adCenter Conversion Tracking Snippet

This needs to be copied and placed onto your conversion page, in a similar way to that which you might have done before for AdWords tracking; for example, on the “Thank you” page after a transaction is completed on your site. The code should be inserted just before the closing </body> tag:

<!DOCTYPE html>
        <title>adCenter Conversion Tracking</title>
        <meta http-equiv="Content-Type" content="text/html; charset=UTF-8">
            <h1>Thankyou for Contacting Me!</h1>
        <script type="text/javascript">             if (!window.mstag) mstag = {loadTag : function(){},time : (new Date()).getTime()};        </script>         <script id="mstag_tops" type="text/javascript" src="//"></script>         <script type="text/javascript">             mstag.loadTag("analytics", {dedup:"1",domainId:"1234567",type:"1",actionid:"43211"})        </script> <noscript> <iframe src="//" frameborder="0" scrolling="no" width="1" height="1" style="visibility:hidden;display:none"> </iframe> </noscript>    </body>
Placing the Tracking Code into A Page

Generating Conversion Reports

After leaving this code in place for enough time to collect some data, you should be able to see the conversions in your reports. Most of the reports will let you select columns for the number of conversions, conversion rate, and CPA, but there are also specific conversion reports for analysing goals, assists, and even alternative traffic sources.

I've only presented the very basics of conversion tracking in adCenter here, and there's many more features that you might find useful, but hopefully this will get you started and I'll post some more in-depth tutorials about advanced usage in future posts.

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I'm keen to get feedback on my posts, so if you have any questions or comments, then please send me a message and I'll be happy to help.

Thanks for the article. They sure don't make it easy to find the conversion tracking, but with your article it was pretty easy. Thanks again.


Dave Robertson

Useful article, Ewan. Do I use the same Tracking code across all campaigns? I have websites in multiple regions and Adwords has different codes for different sites. Adcenter doesn't appear to function in that way. How do I make sure conversions are attributed to the different accounts?



Hi Folks. Ad center has changed conversion tracking options. Last week I created new Ad center account but I am unable to identify conversion tracking code. Could you please help me where to find conversion tracking code that it will be helpful for me to make my campaigns to go live in ad center? Tons of thanks in advance.



You should be able to get the code and install it using the instructions in this post; are there any bits that aren't clear?