Can view-through conversions be segmented by demographics or geographic regions in Bing Ads?

Yes, Microsoft Advertising (formerly Bing Ads) allows you to segment view-through conversions by various dimensions, including demographics and geographic regions, to help you gain deeper insights into how different audiences are engaging with your ads.

Segmentation of View-Through Conversions:
1. Demographic Segmentation:
Age and Gender: You can segment view-through conversions based on age and gender. This enables you to see how different demographic groups respond to your ads in terms of indirect conversions (view-through).

Devices: You can also analyze the performance of view-through conversions by device type (e.g., mobile, desktop, tablet). This can provide insights into which devices drive the most views and subsequent conversions.

Household Income: If you have access to income targeting, Microsoft Ads can segment view-through conversion data based on different household income levels. This can help you understand how income affects the likelihood of indirect conversions.

Location (Geographic): You can track view-through conversions by country, region, or city. This allows you to understand how different geographic regions influence conversion rates, and optimize campaigns to better align with high-performing areas.

2. Geographic Segmentation:
Location Targeting: By using location-based segmentation, you can analyze how view-through conversions are performing across different geographic regions, such as cities, states, or countries. This is especially useful if you're running a global campaign and want to assess regional performance.

Location Reports: In the reporting section of Microsoft Advertising, you can apply location filters to your view-through conversion data. This helps determine which regions are seeing the most view-through conversions, allowing for better geographic targeting.

3. Audience Segmentation:
Remarketing Lists: If you are running remarketing campaigns, Microsoft Ads allows segmentation based on remarketing lists. This helps you assess how users from specific remarketing lists (e.g., website visitors or past converters) respond to view-through conversions.

Custom Audiences: You can also segment view-through conversions based on custom audiences that you create, such as targeting specific user interests or behaviors.

How to Segment View-Through Conversions in Microsoft Ads:
Go to the Reports Section:

In your Microsoft Advertising account, navigate to the Reports tab and choose the type of report you'd like to generate, such as a Campaign Performance Report or Attribution Report.

Select Metrics and Dimensions:

When customizing the report, make sure to choose view-through conversions as one of your metrics.

Under dimensions, select the demographic or geographic parameters you want to analyze, such as Age, Gender, Device, Location, or Custom Audiences.

Apply Filters:

Apply specific filters based on your needs (e.g., focusing on a particular region or demographic) to drill down into view-through conversion performance for those segments.

Review and Analyze:

Once the report is generated, you can analyze the performance across the selected demographics or regions. This will give you a clearer picture of how different segments contribute to view-through conversions.

Benefits of Segmentation:
Targeting Optimization: By segmenting your view-through conversion data, you can better understand which demographics or regions are driving conversions, allowing you to allocate budget more effectively.

Personalized Campaigns: Segmentation helps you tailor your messaging and creative strategies for different audience groups, improving the overall effectiveness of your campaigns.

Improved Reporting: Segmentation enhances your ability to compare performance across various audience segments and provides actionable insights for improving your targeting strategies.

Conclusion:
Microsoft Advertising allows advertisers to segment view-through conversions by demographics such as age, gender, household income, and devices, as well as geographic regions like country, state, or city. These segmentation options provide deeper insights into how different audience segments respond to your ads, allowing for better targeting and more informed campaign optimizations.