Can advertisers run A/B tests to evaluate the contribution of view-through conversions versus click-through conversions on Bing Ads?

Yes, advertisers can run A/B tests to evaluate the contribution of view-through conversions versus click-through conversions on Microsoft Ads (formerly Bing Ads). Here's how you can approach this:

### 1. **Setting Up A/B Tests**

- **Campaign Variations**: Create two separate campaigns or ad groups to test different configurations. One campaign should focus on view-through conversions with the standard settings, while the other focuses on click-through conversions or has modified settings that emphasize click-through metrics.

- **Control and Test Groups**: Set up a control group where only click-through conversions are tracked and a test group where both click-through and view-through conversions are tracked. This allows you to compare performance metrics between the two.

### 2. **Tracking and Metrics**

- **Conversion Tracking**: Ensure that both types of conversions (view-through and click-through) are accurately tracked. Implement the necessary tracking codes and conversion pixels on your site to capture the data.

- **Performance Metrics**: Analyze key metrics such as conversion rate, cost per conversion, return on ad spend (ROAS), and overall campaign performance. Compare these metrics between your control and test groups.

### 3. **Data Analysis**

- **Evaluate Impact**: Assess how view-through conversions influence overall performance by comparing the test group to the control group. Look for differences in conversion rates, cost-efficiency, and other relevant metrics.

- **Attribution Models**: Use different attribution models to understand how view-through and click-through conversions contribute to the conversion path. This helps in interpreting the relative value of each type of conversion.

### 4. **Optimization and Insights**

- **Refine Strategies**: Based on the A/B test results, adjust your bidding strategies, ad creatives, or targeting to optimize for the most effective type of conversion.

- **Ongoing Testing**: Continuously run A/B tests to refine your understanding of how view-through conversions impact your campaigns and adapt to changing market conditions.

### 5. **Tools and Features**

- **Microsoft Ads Experiments**: Microsoft Ads offers built-in tools for creating and managing experiments. You can use these tools to set up and monitor A/B tests directly within the platform.

- **Analytics Platforms**: Utilize analytics platforms and reporting tools to gather insights from your A/B tests. These tools can help visualize data and make it easier to draw conclusions.

By running A/B tests, you can gain valuable insights into the effectiveness of view-through conversions compared to click-through conversions and make data-driven decisions to optimize your campaigns.