Are there specific reports dedicated to view-through conversions in Bing Ads?

Yes, Microsoft Advertising (formerly Bing Ads) offers specific reports that allow advertisers to focus on view-through conversions (VTCs). These reports help advertisers understand the performance of their campaigns in terms of indirect conversions, where users saw the ad but did not click on it, and later completed a conversion.

Key Reports for View-Through Conversions in Microsoft Advertising:
1. Attribution Reports:
Purpose: These reports specifically track how view-through conversions (VTCs) contribute to the overall customer journey and attribution of conversions. You can compare view-through conversions with click-through conversions to understand the effectiveness of your ads.

Metrics Available:

View-through conversions

Click-through conversions

Conversion rates

Impressions, clicks, and cost

Customization: You can filter these reports by date range, campaign, ad group, or device to get a detailed breakdown of how view-through conversions impact performance at various levels.

How It Helps: Attribution reports give insights into the indirect influence of ads and help determine how much exposure (viewing an ad) drives conversions compared to direct clicks.

2. Custom Conversion Reports:
Purpose: If you're tracking both view-through conversions and click-through conversions, you can create custom conversion reports to isolate the performance of these specific actions.

Metrics Available:

View-through conversion data

Click-through conversion data

Campaign performance metrics (impressions, clicks, etc.)

Cost per conversion

How It Helps: Custom reports give you a tailored view of the specific conversion types, enabling you to better understand how each type of conversion contributes to campaign performance.

3. Campaign Performance Report:
Purpose: The Campaign Performance Report is a comprehensive report that tracks the overall performance of your campaigns, including view-through conversions.

Metrics Available:

View-through conversions

Click-through conversions

Impressions, clicks, CTR (Click-Through Rate)

Conversion rates

How It Helps: By including view-through conversions in the campaign-level report, advertisers can quickly see how exposure (impressions) influences conversions, alongside direct interactions (clicks).

4. Ad Group Performance Report:
Purpose: This report provides insights at the ad group level, including view-through conversion data for specific ads within a campaign.

Metrics Available:

View-through conversions per ad group

Click-through conversions per ad group

Ad performance metrics (e.g., CTR, CPC)

How It Helps: Advertisers can see which specific ad groups are contributing to view-through conversions, allowing for optimization at the granular ad group level.

5. Search Term and Keyword Reports:
Purpose: These reports help you understand how specific keywords and search terms drive view-through conversions.

Metrics Available:

View-through conversions tied to specific keywords and search queries

Impressions and clicks for each keyword

How It Helps: By associating view-through conversions with specific keywords or search terms, you can identify which keywords are likely driving indirect conversions and optimize your keyword strategy.

How to Access View-Through Conversion Reports:
Navigate to the Reports Tab:

Log in to Microsoft Advertising and go to the Reports tab.

Create or Select a Report:

You can create a custom report or choose from predefined reports like Attribution or Campaign Performance.

Select View-Through Conversion Metrics:

When customizing the report, ensure that you select view-through conversion data, such as:

View-through conversions

Click-through conversions

Impressions

Cost per conversion

Download or Export:

Once the report is generated, you can download it in Excel or CSV format for further analysis.

Key Benefits of View-Through Conversion Reports:
Insight into Indirect Impact: Helps advertisers understand how their ads are influencing customer decisions, even if the user doesn't click on the ad.

Optimization Opportunities: By analyzing view-through conversions, advertisers can optimize their campaigns for brand awareness and indirect conversions, not just direct clicks.

Comprehensive Attribution: These reports provide a clearer picture of your campaign's performance, showing the combined effect of clicks and views on conversion outcomes.

Conclusion:
Microsoft Advertising provides specific reports and tools, such as Attribution Reports and Campaign Performance Reports, that allow advertisers to analyze and track view-through conversions. These reports provide valuable insights into the impact of ad exposure on conversions, allowing for better optimization and a more nuanced understanding of campaign success.