Are there specific analytics tools or dashboards we should use to track performance?

To effectively track the performance of your Bing Ads campaigns, including those utilizing location extensions and various targeting strategies, it's essential to use a combination of analytics tools and dashboards. Here are some specific tools and approaches to consider:

### **1. Microsoft Advertising (Bing Ads) Tools**

- **Microsoft Advertising Dashboard:**
  - **Performance Metrics:** Access real-time data on key metrics like clicks, impressions, CTR, CPC, and conversions. Customize views to focus on specific campaigns or ad groups.
  - **Reports:** Generate custom reports to analyze the effectiveness of location extensions and other targeting features. You can schedule automated reports for regular updates.

- **Microsoft Advertising Intelligence:**
  - **Keyword Research:** Use this tool for insights into keyword performance and trends. Understanding which keywords drive traffic can help you assess the impact of your location extensions.

### **2. Google Analytics**

- **Custom Dashboards:**
  - **Integration:** Link Bing Ads with Google Analytics to track user behavior on your website. Create dashboards that visualize traffic sources, user engagement, and conversions.
  - **Goals and Funnels:** Set up goals and funnels to monitor how well your ads, including those with location extensions, lead to desired actions like form submissions or purchases.

- **Enhanced E-commerce:**
  - **Conversion Tracking:** Use enhanced e-commerce tracking to gain insights into how users interact with your website and make purchases, helping you evaluate the effectiveness of location-based targeting.

### **3. Microsoft Power BI**

- **Custom Reporting:**
  - **Data Integration:** Integrate Bing Ads data with other data sources in Power BI to create comprehensive dashboards. Track metrics related to location extensions and overall campaign performance.
  - **Visualizations:** Use Power BI's powerful visualization tools to analyze trends and patterns in your data, enabling data-driven decision-making.

### **4. Google Data Studio**

- **Custom Reports:**
  - **Data Connectors:** While primarily used for Google Ads, Data Studio can connect to Bing Ads via third-party connectors. Create custom reports to track and analyze your Bing Ads performance.
  - **Interactive Dashboards:** Design interactive dashboards to visualize performance metrics and make data accessible for stakeholders.

### **5. Excel or Google Sheets**

- **Manual Analysis:**
  - **Data Export:** Export performance data from Bing Ads into Excel or Google Sheets. Use spreadsheets for detailed analysis, including custom charts and pivot tables.
  - **Automation:** Leverage macros or Google Sheets scripts to automate the generation of reports and data analysis.

### **6. Third-Party Analytics Tools**

- **SEMrush:**
  - **Campaign Insights:** Provides data on keyword performance and overall campaign effectiveness. Useful for tracking the impact of location extensions on your campaigns.

- **SpyFu:**
  - **Competitor Analysis:** Offers insights into competitor ad strategies and keyword performance, helping you understand how your location extensions compare to those of competitors.

- **Klipfolio:**
  - **Real-Time Dashboards:** Create real-time dashboards that integrate with Bing Ads and other data sources. Customize these dashboards to focus on performance metrics related to location targeting.

### **7. Attribution and Conversion Tracking Tools**

- **Microsoft Advertising Conversion Tracking:**
  - **Tracking Setup:** Implement conversion tracking to measure how users interact with your ads and complete desired actions. Analyze how location extensions influence conversion rates.

- **Multi-Touch Attribution Tools:**
  - **Holistic View:** Use tools like HubSpot or Adobe Analytics to understand how different touchpoints contribute to conversions. This can help assess the overall effectiveness of location extensions in the customer journey.

### **Best Practices for Effective Performance Tracking**

1. **Define Key Metrics:**
   - **KPIs:** Clearly identify the key performance indicators (KPIs) that align with your campaign objectives, such as CTR, conversion rates, and ROAS.

2. **Set Up Conversion Tracking:**
   - **Goals:** Implement conversion tracking to monitor how well your location extensions and other features contribute to achieving your business goals.

3. **Create Custom Reports:**
   - **Tailored Insights:** Use custom reports and dashboards to focus on specific metrics and gain actionable insights into your campaign performance.

4. **Regularly Review and Optimize:**
   - **Continuous Improvement:** Regularly review performance data and adjust your strategies based on insights to optimize your campaigns.

5. **Integrate Data Sources:**
   - **Comprehensive Analysis:** Combine data from multiple sources to get a holistic view of your campaign performance and make more informed decisions.

By leveraging these analytics tools and best practices, you can effectively track and analyze the performance of your Bing Ads campaigns, including the impact of location extensions and other targeting strategies. This approach ensures that your campaigns are optimized for better results and aligned with your overall marketing objectives.