Kalyan Nanduru

Principal Program Manager

Campaign Analytics Expires this October- Are You Ready?

Still using Campaign Analytics in Bing Ads to track conversions? With the majority of our customers using  Universal Event Tracking (UET), we plan to migrate all remaining active Campaign Analytics goals to UET goals starting at the beginning of May 2016 and remove Campaigns Analytics from Bing Ads by the end of October 2016.


                      Before: Campaign Analytics                            After: Universal Event Tracking (UET)


Most of this transition will be done by Bing Ads. However, you will need to replace your Campaign Analytics tags on your website with the new UET tag by the end of October 2016. To make the transition easier for you, we have a two phase rollout.*

Phase 1

Starting at the beginning of May 2016, Bing Ads will automatically:

·    Transition all of your active Campaign Analytics goals to conversion goals.

·    Create one new UET tag and associate it with all transferred conversion goals. 


Bing Ads will not remove or replace any Campaign Analytics tags that you have on your website, but we will map the Campaign Analytics tag to the new UET tag so that conversion data will continue to register.


The main change in Phase 1 is that you will access your conversion goals in a new place, Conversion Tracking > Conversion goals. You can switch the tags on your website at this time, but it is not mandatory.


Phase 2

By the end of October 2016, Bing Ads will stop mapping the Campaign Analytics tag with the UET tag. This means that conversions will not be counted unless you replace your Campaign Analytics tags with the auto-created UET tag by the end of October 2016.


How to replace your Campaign Analytics tags with the auto-created UET tag

Simply look for the Campaign Analytics tag on your website and replace the script with the auto-created UET tag. For reference, you can access your Campaign Analytics tag under Conversion Tracking > Conversion goals > Campaign Analytics ID column and the auto-created UET tag under Conversion Tracking > Conversion goals > UET Tag ID column.

To learn more about conversion tracking with UET, please see this Help page.

Connect with Us

We're always looking for feedback on how we can improve our product to help you do more and work less. We invite you to ping us on Twitter, suggest a feature on the Bing Ads Feature Suggestion Forum, or send us an email with your thoughts to: bingads-feedback@microsoft.com.

*Note that if you don’t want to be auto-migrated to UET, we recommend that you disable Campaign Analytics from Tools > Campaign Analytics by setting the Analytics status property to Disabled.


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Announcing the launch of Remarketing in Bing Ads

Whether the goal is to increase sales or drive awareness, we want to deliver the right ad, to the right set of customers, and at the right moment. With greater targeting capabilities to reach audiences that have previously engaged with brands, remarketing provides this opportunity. The benefits, however, extend beyond reaching customers that have abandoned a shopping cart. Check out our new functionality to see how proper data usage, accompanied by customised ads and bid strategies will help drive sales through the roof.

Today, we are excited to introduce Remarketing in Paid Search for Bing Ads. Early participants of our pilot program have seen great returns, so we can’t wait for you to try it out. With new targeting enhancements to optimise your search campaigns, remarketing is especially fitting for advertisers looking to get the most out of the coming holiday shopping season.



What is Remarketing in Bing Ads?

Remarketing enables you to engage with visitors that have previously visited your site. In simple terms, it’s a second chance. This valuable addition to your audience targeting toolbox allows you to reconnect with users and deliver customised ads to audiences that didn’t make a final decision the first time around.

bing ads remarketing

Why Use Remarketing?

If we think about user behaviour, people looking for products and services online rarely convert on their first visit. Instead we often find that customers visit a site, check out competitors, compare prices, or simply get distracted. Research shows that 96 percent of first time visitors leave websites without converting.1

Remarketing enables you to reengage either all or a subset of visitors, upsell, remain top of mind, or even cross-sell to existing customers to drive a higher ROI. First indications from advertisers report substantial gains in CTR, conversion rates and a lower cost per acquisition.

Benefits of Remarketing

Unlike traditional search campaigns where bids, ads and keywords are the same for every searcher, now you can increase your bids, display ads with a broader set of keywords, and/or target different ads to different audiences based on past activity. As users that have previously visited your site are familiar with your products and services, they are more likely to click on ads and convert, thereby increasing the ROI of your campaigns.

Remarketing can be used in two ways:

1. Make bid adjustments to ad groups for users in remarketing lists. Bid adjustments are applied when users search for keywords that the advertiser bids on. Increasing bids furthers the chance to display ads to those users.

2. Configure ad groups to trigger ads only if a user is on your remarketing list and searching for keywords that you are bidding on. Additionally, you can also expand the list of keywords for these users. This option enables you to show customised ads to users in your remarketing lists.

How to Set Up Remarketing

Getting started with remarketing is easy. We’ve mapped it out in four simple steps. For additional information and a detailed walk-through, visit our help page.

bing ads remarketing


1. First, create a UET tag from Conversion Tracking > UET Tags page and install the UET tag tracking code on all pages of your website. The UET tag tracking code allows Bing Ads to collect actions people take on your website. Note that if you already have a UET tag installed on your website then you are all set. The UET tag tracking code allows Bing Ads to collect actions people take on your website. Note that if you already have the UET tag installed on your website, there’s no need to make a change.

2. Second, navigate to Shared Library > Audience page and click Add Remarketing to segment your website visitors into one or more groups (called Remarketing lists) based on pages they visited or specific actions they took on your website. For example, you can create a remarketing list for users that viewed a particular product page or for those that abandoned shopping cart. The snapshot below shows the user experience for creating a new remarketing list. Learn more about the various options during this step in the process.

bing ads remarketing


3.  Once you’ve created the remarketing lists, you can adjust bids, customise ads, or expand keyword lists to target users on your remarketing lists. This can be achieved by associating the remarketing lists to ad groups. You can also create remarketing associations in bulk from the Ad Groups tab on the Campaigns page; select one or more ad groups and click on Edit>Associate with Remarketing lists.

bing ads remarketing

When saving the associations, there are two options for Targeting Setting:

  • Bid Only allows the ad group to serve ads to all searchers in the list, and if a bid adjustment is applied (see step 4 below), the updated bid will be applied for users in the remarketing lists. This is the most commonly used setting.
  • Target and Bid configures the ad group to show ads only to users in the remarketing list. This is the preferred option if the goal is to show customised ads to users in remarketing lists. Note that you can adjust your bids for associations created with the Target and Bid option as well.


bing ads remarketing

Note that you can also create associations (one ad group at a time) from the Audience tab as well. Click here to learn more.

4. Finally, all associations can be viewed and managed on the Audience tab in the campaigns page. You can set bid adjustments for each association via inline edit in the grid OR select multiple associations by using Edit> Change Bid Adjustment to set bid adjustments in bulk.

bing ads remarketing

Note that you can view the performance (impressions, clicks, Spend, CTR, Conversions, Revenue etc.) of your remarketing campaigns in the Audience tab located on the campaigns page. We’ve also added a new Audience Performance report that can be download from the Reports tab in Bing Ads UI. The report supports both drill down association level reporting as well as aggregate campaign, account and remarketing list level reporting. This will also be enabled for API users.

How Does It All Work?

The UET tag tracking code on your website reports user activity to Bing Ads. We match this user activity with your definitions for the remarketing list. Users that have performed those matching actions will be added to the corresponding remarketing lists. A user may belong to multiple lists and one list can contain multiple users. When these users come return to perform search across our Network, Bing Ads will apply your campaign optimisations by associating relevant remarketing lists with ad groups. For more information, check out the Remarketing page here on the Bing Ads site.

Note that for privacy reasons, Bing Ads requires that your remarketing lists have at least 1000 users before the campaign optimisations can be applied those users.

bing ads remarketing

Get started today

Please access your account today to get started with Remarketing. As you test things out, feel free to ping us on Twitter, suggest a feature on the Bing Ads Feature Suggestion Forum, or send us an email with your thoughts and feedback to: bingads-feedback@microsoft.com.


[1] Forrester Research, Understanding Shopping Cart Abandonment, May 2010

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Big improvements to Conversion Tracking in Bing Ads

Ever since we first launched Universal Event Tracking, we have been carefully listening and continuously incorporating your feedback into our product. As part of this ongoing effort, we are thrilled to announce major improvements to conversion tracking in Bing Ads. Today, we have something for everyone...

  • If you are not yet tracking conversions using Bing Ads, we are confident that the simplified workflow and comprehensive documentation will make it very easy for you, as a first time user, to understand how it works and get started. 
  • Those of you that are still using legacy Campaign Analytics tags will be excited to know that we have added several parity features and other functional enhancements that will ease your transition to UET.
  • Last but not least, we have made life a lot easier for those that are already using UET for conversion tracking by addressing most of the pain points that you have reported to us over the last few months.


We deeply value your feedback -- please, keep it coming; we're just getting started!



How conversion tracking works for you

Your business is advertising on Bing; people are clicking your ad and visiting your website. What do they do next? How many make a purchase? Is your advertising and web site helping you reach your business goals?

We can answer these questions using Universal Event Tracking (UET), a tracking tool that records what your customers are doing on your web site. By installing a single tag across your web site, you can begin collecting data on your visitors' activity while there. To set up a UET tag, visit How to Create a UET Tag.

bing ads uet

Once you set up UET, you can then begin the process of Conversion Tracking; tracking the number of times visitors to your site “convert” into your business goal a the result of clicking your ad – for example, by making a purchase or contacting you for more information.  You can tell Bing Ads which actions users take to count as conversions by setting your conversion goals, as detailed in Track Conversions and Site Goals.

After you’ve spent some time accumulating and examining your new conversion data, you may want to capitalize on opportunities to improve your results and raise the return on investment (ROI) of your campaign.  Remarketing (coming soon) is a powerful new audience targeting tool that helps you do just that – specifically, by enabling you to reach visitors of your web site after they’ve left.  Remarketing works in conjunction with UET and Conversion Tracking to help you go the extra mile in reaching your business goals.

Now that you understand the importance of conversion tracking and UET in running a strong and successful campaign, here are the ways we’ve made these tools better so that you can be successful sooner.

What's new today?

Your feedback since the initial launch has directly shaped this release by focusing our work on two fronts: workflow and ROI.  At the end of the day, conversion tracking should be easy to use and it should help you achieve a higher ROI.  Let’s look at what’s new in that regard.

Workflow improvements for speed and simplicity

You told us that the workflow involved in setting up UET and Conversion Tracking was confusing and time consuming.  In response, we’re releasing the following solutions to make the process simple and seamless:

1.  Decoupled management of UET Tags and Conversion Goals - Functionality to manage both UET tags and Conversion Goals was previously embedded in Goals and Conversions page under Shared Library. There was no way to create a tag without creating a conversion goal or view all the tags created in a centralized manner.

In this release, we have decoupled UET Tag and Conversion goal management into separate pages, UET Tags and Conversion Goals, respectively. In order to improve discoverability, these two new pages are listed under a new node called Conversion Tracking that has been added to the left menu (at the same level as Shared Library).

bing ads uet


2.  Better Revenue tracking - Bing Ads allows you to track revenue associated with your conversions. Today’s update gives you more control and insight into your options for doing so and makes it easier to understand overall.

bing ads uet


3.  Inline Alerts – Who can remember everything all the time?  That’s why we created instant inline alerts -- a gentle reminder of your next steps that help you along the way. For example, when you create a custom event type goal, we will remind you of the need to customize UET tag tracking code to report custom events.

bing ads uet

4.  Help – We have added several help popups -- noted with a bing ads uetsymbol --  throughout the UI to make sure you never feel stuck.  We’ve also given the help documentation for UET and Conversion Tracking a complete makeover, making it your comprehensive new one-stop-shop for all your questions.

New features to supercharge your ROI

The more you know, the more empowered you are to make the right decisions to achieve your goals.  That’s why we’ve added the following solutions for strengthening your campaign’s performance:

1.  Support for Unique conversions – With this update, we're introducing the flexibility for you to count conversions according to your business needs. When you are creating a conversion goal, there will be 2 options available to you for the Count property...

a.  All Conversions – If you use this setting, Bing Ads will count all conversions that happen after a click. If you are tracking purchases as conversions, this is a good option to use.

b.  Unique Conversions – With this setting, Bing Ads will count only one conversion that happens after a click. Pick this option if you want to track the number of unique leads generated on your website as a conversion.

bing ads uet

All your existing conversion goals will be defaulted to All conversions. You will be able to edit those goals to update them to Unique conversions.

2.  Account level conversion goals – Starting today, you will have the option to specify if a conversion goal is at the account scope or across all accounts via the new Scope property.

 bing ads uet

If you manage multiple accounts, running campaigns that all send users to one web site when they click on your ads, you should set Scope property to "Across all accounts." If different accounts lead users to different web sites, you should set the Scope property to the current account in context so that conversions that happen on different website are correctly tracked and attributed to clicks from their corresponding accounts only.

All your existing conversion goals will have the scope of "Across all accounts." We do not allow edit of the scope property; please create a new conversion goal if you are looking to set up account level goals.

3.  Tracking Status of UET Tags and Conversion Goals - You can now verify in the Bing Ads UI if your tags and goals are functional. The tracking status column has been added to both the UET Tags page and the Conversion Goals page to let you know if your tags are reporting user activity and if goals are counting conversions, respectively.

Learn more about the different values for the UET tag and Conversion Goal tracking statuses and what they mean.

a.       UET Tags page

 bing ads uet

b.      Conversion Goals page

 bing ads uet

4.  Conversions, Revenue and Repeat Rate data in Conversions goals page – You can now see the number of Conversions, Revenue and Repeat Rate (defined as All Conversions/Unique conversions) for each conversion goal that you have created right in the Conversion Goals page. Use the date range selector to view data for different time periods.

 bing ads uet

5.  Support for Contains clause in Destination URL and Custom Event type conversion goals – To make it easy for you to define conversion goals based on a the presence of a string in the URL visited by the user on your web site, we have introduce the support for "Contains" clause. You can see this option when creating a conversion goal of type Destination URL and Custom Event. This should reduce or eliminate the need for using regular expressions in your conversion goals.

 bing ads uet

6.  Removal of infrequently used columns from performance reports – To improve the ability of our platform to provide you conversion related reports in a timely manner, we are eliminating a number of columns from conversion-related performance reports which were rarely used, but expensive to generate. Specifically, we are eliminating the Bounce rate, Avg pages/visit, Total visits and Avg. visit duration metrics from performance reports. In addition, we are also removing the Spend and ROAS columns from the Goals report.

A reminder about campaign analytics

With these updates, conversion tracking powered by UET provides a superset of the functionality of our deprecated Campaign Analytics offering. We’d like to remind you that Campaign Analytics will be shut down in the coming months and we strongly recommend that you migrate over to UET based conversion tracking as soon as you can.

Connect with us

We're always looking for feedback on how we can improve our product to help you do more and work less. We invite you to ping us on Twitter, suggest a feature on the Bing Ads Feature Suggestion Forum, or send us an email with your thoughts to: bingads-feedback@microsoft.com.

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Improved Usability and Performance with the Newly Updated Change History Page in Bing Ads

Today, we are thrilled to announce significant usability and performance enhancements to the Change History page! 

What is Change History?

The Bing Ads Change History tab, located conveniently in your Campaigns page, gives you an instant visual picture of how your changes impact your campaign's performance. By pairing your campaign performance alongside the changes you've made, you'll begin to observe your personal recipe for success, or, in some case, what drives dips in performance.  Learn more in this Help article.

What's New? Usability Enhancements

The redesigned Change History page will now group the changes, making it easier for you to quickly navigate the grid and draw insights. Each row in the grid will contain changes made at the same time by a given user.  Changes are grouped by Campaign, then by Ad Group.

A new column labeled “Changes” details the entity level changes. Next, we made the change type filter more visible by placing it right above the grid. In addition, we continue to differentiate by overlaying the change history bubbles over the performance trend graphs. The change history bubbles provide an intuitive way to filter by time allowing the user to rapidly narrow down to the changes that made the most impact to the campaign performance.

The below screenshots show how, before today, the creation of one new Bing Ads campaign could generate 70 rows of changes The granularity of data made it hard for you to extract meaningful information. However, after today's release, for same campaign you'll see all this data in just 5 rows!

What's New? Performance Enhancements

In addition to the data presentation enhancements, we acted on your feedback and have addressed performance bottlenecks in the Change History page when it comes to showing data for accounts with a large number of changes. 

For example, before today, we limited views to only 200,000 changes at a time; a limit that is frequently hit for mid-to-large accounts. We have made significant platform enhancements and increased the limit to 10 million.  You may also notice that the interface is at the same time much faster.

The screenshots below show the old and the new Change History page for an account that has around 3 Million changes over the last 6 months. The export functionality, however, will continue to enforce a limit of 200,000 records.

What's Next?

In a future release, we will be letting Advertisers Undo changes right within the Change History grid, thus allowing users to take action inline without navigating away to a different page. We will further improve the usability of the Change History interface by supporting sorting and filtering by users in addition to addressing other pain points.

We would love to hear your feedback on these changes and any additional capability you would like to see in the Change History page.

Thank you,

Kalyan Nandaru

Sr Program Manager, Bing Ads Platform


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