Conversion tracking is the process of measuring the return on investment (ROI) of an advertising campaign by measuring complete activities that occur on your website.
When planning an ad campaign, you have to define the actions you deem valuable and necessary to your business based on different variables like your presence, in-store activities, and your business model.
Therefore, identifying valuable actions and their alignment to the ones you want the leads to take may initially put some strain on you, but once it’s all set up, the rewards are a relief to you and your business.
With Bing ads, conversion tracking has been around for quite some time, but most businesses may not have given it the attention it deserves.
You may know how conversion tracking works in general, and probably have used AdWords to work for you, so Bing ads conversion tracking may not be as exciting.
When it comes to paid search, conversion tracking is one of the most important metrics measured by any business, as this helps determine the content and keywords that deliver the best ROI, thus optimizing efforts for maximum returns.
However, there are a variety of pay per click (PPC) services you can place in ads, each with its own methodology for measuring conversions, but tracking with Bing ads offers advertisers and savvy marketers this ability.
It even calculates how much it costs for a customer to complete an action through the Cost Per Conversion (CPC) or Cost Per Acquisition (CPA).
ClickMagick: What it is and how it helps track conversions
ClickMagick is an online marketing tool that lets you track and optimize your marketing efforts such as promoting products or services, whether paid or organic.
Advertisers and marketers use it to track paid marketing efforts, organic marketing, and maximize their return on investment.
As a tracking system, ClickMagick lets you track as many different actions as you like, which means you need to set up tracking for literally everything on your list, including your sales.
How to track a conversion in Bing ads with ClickMagick
To track conversions, a snippet of code must be added to the HTML code of the conversion page on your business website.
This is simple and is done only once per conversion action, so if you are using two different tracking types, you need two separate codes.
Once you place the code on the page, enable conversion tracking reporting in your Bing ads account under the Reports tab.
Setting up Bing ads conversion tracking with ClickMagick
ClickMagick lets you easily track all of your Bing ads with a unique URL or link for all the different ads.
It takes only a second to create a new tracking link for each new ad, or you can use one or more links with Sub-IDs, which are unique identifiers added to the end of your tracking links to track multiple things with one link.
In this case, you can create a tracking link for your Bing ads and use Sub-IDs with each link to track specific keywords or the ads generating clicks and sales (conversions), instead of creating a separate tracking link for each ad or keyword.
Tracking systems use either the query string model or Sub-ID model, but ClickMagick uses the latter.
Bing, on the other hand, assumes that you’re using the query string model, which is incompatible with ClickMagick’s model, but you need to set up the tracking template at ad level so it can work for both systems.
As long as you keep up with the tracking template associated with the individual ad, you can track any metric on Bing, but ensure you turn off the campaign-wide tracking template.
Step 1: Turn off the campaign-wide tracking template
- Click Campaigns tab at the top of your screen to go to your Campaigns
- Click Settings tab
- Click the name of the campaign you want to measure
- Scroll to Advanced settings
- Find the Campaign URL options section at the bottom of the page
- Click on Tracking template link
- An entry box will open, ensure that it is empty.
- Click Save if you changed anything so as to save changes
- This ensures you don’t have a campaign-wide tracking template that will conflict with the tracking template set up in your Bing ad.
Note: Query string and Sub-ID models are popular, but Bing focuses on the former. Make sure you don’t use the token Bing gives, because it doesn’t work on ClickMagick’s Sub-ID model.
Step 2: Disable Bing Auto-Tagging
This feature also assumes the query string model for tracking conversions, so you’ll need to disable it first.
By default, Bing has this feature turned off, but a new conversion goal will automatically enable it.
To disable Bing auto-tagging, do the following:
- Open your Account menu and select Accounts & Billing
- Go to Settings and confirm Auto-tagging is Off. If it is On, turn it off.
- Click the pencil icon next to Account so as to edit the settings
- Uncheck the Add UTM tags to my destination URLs box, and click Save to save changes
- Disable auto-tagging in your shared library by click Campaigns tab
- Click Shared Library in the lower left side of your campaigns page
- Click on URL options
- Uncheck the Auto-tagging of Click ID box then save changes
Once these settings are correct, and your tracking link is set up correctly, you should be able to track conversions of your Bing ads using ClickMagick.
Step 3: Set up the conversion tracking link for Bing ads
- Create the Bing ad for the item you want to track conversions for
- Create a tracking link for the ad
- Check that the primary URL is your own website so when people click on the tracking link it directs them to the site
- Copy the tracking link so as to create your Bing ad
- Go to Bing and create an ad. Once it has been approved, add your tracking code. The reason for this is Bing has strict guidelines about its ads. If you insert the tracking link and the ad is not approved, you may think you didn’t set the link properly, when in fact it’s a problem with the ad itself.
- On the Bing ad, go to Edit an ad, and go to Final URL, which is the page the user will actually land on after going through the tracking link. It is called Final because that should be where your visitors are taken to. You can’t put your tracking link here nor can you put a link shortener because they aren’t the Final URL. If you don’t get this right, Bing will reject your URL.
- To be sure, enter your link in a new tab and let your browser tell you what the Final URL is. It is what you have to use as the Final URL in Bing
- Add your two titles. If you need to change the path setting to make your URL prettier, you can do so at this point
- After your Bing ad is approved, click on Add URL options
- The tracking template is where you’ll paste your tracking link and you’re all set up with your Bing ad and ClickMagick
- Save your changes
That’s it! You’re all set up to track your Bing ad conversions with ClickMagick.