Can advertisers import conversion goals from Google Ads into Bing Ads?

Unfortunately, Microsoft Advertising (Bing Ads) does not have a direct feature that allows advertisers to import conversion goals from Google Ads automatically. However, there are ways to transfer conversion data from Google Ads to Microsoft Advertising manually, although this requires some additional steps.

How to Import Conversion Data from Google Ads to Bing Ads
Set Up Conversion Goals in Microsoft Advertising (Bing Ads) Manually:

In Microsoft Advertising, you need to manually recreate the conversion goals that you had set up in Google Ads. To do this:

Sign in to your Microsoft Advertising account.

Go to Tools > UET tags > Conversion goals.

Create new conversion goals to match the ones you have set up in Google Ads.

Ensure your conversion actions are aligned (e.g., track the same types of actions such as purchases, sign-ups, etc.).

Implement UET Tag on Your Website:

Make sure the Universal Event Tracking (UET) tag is installed on your website to track user interactions for conversions in Microsoft Advertising.

This tag allows you to track conversions on your site and link those to specific campaigns and keywords in Microsoft Advertising.

Manually Set Conversion Values:

For each conversion goal in Microsoft Advertising, manually set the conversion values (such as purchase value or lead value) to match those in Google Ads.

If you have custom values for conversions in Google Ads, replicate these values in Microsoft Advertising when setting up the goals.

Import Google Ads Data into Microsoft Advertising (Optional): While Microsoft Advertising doesn't allow for automatic import of conversion goals, you can import your Google Ads campaign data into Microsoft Advertising. This will allow you to migrate your ads and keywords, but not the specific conversion goals themselves.

You can use the Microsoft Advertising Editor or Google Ads Import Tool to import your campaign data into Microsoft Advertising.

To import, go to Tools > Import and choose Google Ads as the source.

Manually Match Conversion Tracking Metrics: If you're using Google Analytics or another third-party tool to track conversions, ensure that your tracking settings (like the conversion actions or tags) are aligned between both platforms. This will allow you to manually track conversion data between both platforms, even if the exact conversion goals are not automatically transferred.

Alternative Methods to Track Conversions Across Platforms
Use a Third-Party Conversion Tracking Tool:

If you're managing multiple ad platforms, you might want to use a third-party conversion tracking tool (e.g., Google Tag Manager, CallRail, Voluum, or TUNE) that integrates with both Google Ads and Microsoft Advertising. These tools can help track conversions across platforms and provide you with more unified insights, allowing for easier migration of conversion data.

Manual Reporting:

To compare the performance of conversion goals from both Google Ads and Microsoft Advertising, you can manually export conversion data from both platforms and combine them in a reporting tool (such as Excel or Google Sheets) to analyze how each platform is driving performance.

Conclusion
While there is no direct way to import conversion goals from Google Ads into Microsoft Advertising, you can manually recreate the conversion goals in Microsoft Advertising, ensuring consistency with your Google Ads tracking setup. Additionally, using third-party tools or importing your campaign data can help streamline the management and analysis of cross-platform conversions.