How does Bing Ads track conversions for dynamic search ads?

Bing Ads (Microsoft Advertising) tracks conversions for Dynamic Search Ads (DSAs) using the same Universal Event Tracking (UET) tag system that it uses for standard search campaigns.

Even though DSAs dynamically generate headlines and target landing pages based on your website content, the conversion tracking process remains consistent.

🔍 How Conversion Tracking Works for DSAs
1. User Clicks a DSA Ad
The ad is dynamically generated based on a user's search and your website content.

When a user clicks the DSA ad, Bing assigns a unique click ID (msclkid) to the session.

2. UET Tag Tracks Post-Click Behavior
Your UET tag, installed on your website, monitors what actions the user takes after clicking the ad.

If the user completes a conversion goal (purchase, form submission, sign-up, etc.), the tag fires and logs the event.

3. Conversion is Attributed to the DSA
Microsoft Advertising attributes the conversion to the specific DSA campaign/ad group that triggered the click — even though the ad content was dynamic.

✅ Key Things to Know

Feature   How It Applies to DSAs
UET Tag   Required for all conversion tracking. Install it on every page of your site.
Conversion Goals   Set up in Tools > Conversion Goals, then tied to the UET tag and triggered by specific events (e.g., thank-you page loads, button clicks).
Dynamic URLs   The UET tag works regardless of which dynamic page is served — as long as it's on your domain and the tag is present.
Reporting   You can view conversions at the DSA campaign, ad group, or search term level to assess performance.
📊 Where to View DSA Conversion Performance
Go to your Campaigns tab > Filter by your DSA campaign.

Add columns for:

Conversions

Conversion Rate

Revenue/Value

Cost per Conversion

Use the Search Terms report to see which queries triggered dynamic ads and led to conversions.

🧠 Pro Tips for DSAs & Conversions
Ensure your UET tag is installed sitewide, especially on dynamically served landing pages.

Create specific conversion goals (e.g., form fills, purchases) aligned with your business objectives.

Use page feed targeting with high-converting URLs to guide DSAs toward your best-performing pages.

Use negative keywords to avoid irrelevant queries that don't convert.