Can you explain the process of tracking view-through conversions on Bing Ads?

Tracking view-through conversions on Bing Ads (now part of Microsoft Advertising) involves a detailed process that attributes conversions to users who have seen an ad but did not click on it immediately. The process relies on a combination of cookies, tracking pixels, and attribution models to help advertisers understand the impact of their ads even when users don't directly interact with them through clicks. Here's a breakdown of the process:

1. Ad Exposure
Ad Display: A user is exposed to an ad through Bing Ads, such as a display or video ad, either on the Bing search engine or through the Microsoft Audience Network.

Cookie Placement: When the user views the ad, cookies (small files stored in the user's browser) are placed on their device. This cookie is linked to that particular ad exposure.

Tracking Pixels: In addition to cookies, a tracking pixel might be placed on the ad or landing page. This pixel tracks user activity and sends information back to Microsoft Advertising regarding how the user interacts with the ad and later activities.

2. Attribution Window
Setting the Attribution Window: The attribution window defines the time period during which a conversion can be attributed to a view-through event. This period can range from 1 day to 28 days, depending on the campaign's settings.

Tracking Window: If the user performs a conversion (such as making a purchase or signing up) within the set attribution window after viewing the ad, the conversion is considered a view-through conversion.

3. Conversion Action
User Conversion: After the user views the ad, they may return to the advertiser's website and complete a desired action, such as:

Making a purchase

Signing up for a newsletter

Filling out a form

Pixel or Conversion Tracking: The conversion is tracked by a conversion tracking pixel placed on the final page of the website (such as a "Thank You" or "Order Confirmation" page). This pixel records the conversion data and sends it back to Bing Ads.

4. Data Attribution
Data Reporting: Once the conversion occurs within the attribution window, the data is sent back to Bing Ads, which records the view-through conversion as a successful attribution.

Attribution to the Right Ad: Microsoft Advertising uses the cookie data and any other identifiers (such as device IDs for mobile ads or UTM parameters) to attribute the conversion back to the specific ad that was viewed. This way, even though the user did not click the ad, their later conversion can be linked to the ad exposure.

5. Cross-Device Attribution
Tracking Across Devices: Microsoft Advertising tracks users across different devices. If a user viewed an ad on a mobile device but converted later on a desktop or tablet, cross-device tracking ensures that the conversion is still attributed to the original ad exposure.

Device Cookies: Cookies or device identifiers track the user's journey across various devices, linking their activity and conversion back to the ad exposure.

6. View-Through Conversion Reporting
Conversion Data in Reports: Advertisers can view view-through conversion data in the Microsoft Advertising interface. This data provides insights into how many conversions occurred as a result of users viewing ads, even if they didn't click them.

Segmenting Data: Advertisers can break down view-through conversions by factors such as ad placement, ad type, and geography, helping to understand where and how their ads are performing.

7. Optimization and Performance Analysis
Impact on Campaigns: View-through conversions are factored into campaign performance metrics and can be used to understand the broader impact of display and video ads.

Campaign Adjustment: Advertisers can adjust their bidding strategies, budget allocations, and ad creatives based on the performance of view-through conversions. For instance, if view-through conversions are higher with certain creatives or on certain placements, these areas can be optimized further.

8. Bing Ads Tools for View-Through Conversions
Conversion Tracking: Microsoft Advertising offers a conversion tracking tool to set up, monitor, and analyze view-through conversions. Advertisers need to implement the tracking pixel on their website's conversion page (e.g., post-purchase or registration page).

Smart Bidding: With smart bidding strategies like Maximize Conversions or Target CPA (Cost Per Acquisition), Microsoft Advertising can optimize bids for ad placements that lead to both click-through and view-through conversions.

Summary of the Tracking Process:
User Views Ad: A user sees the ad but does not click on it.

Cookie and Pixel Tracking: Cookies and tracking pixels are placed to monitor the user's activity.

Conversion Action: The user performs a conversion action (purchase, sign-up, etc.) within the attribution window.

Attribution: The conversion is attributed to the ad view, even though no click occurred.

Data Reporting: The view-through conversion is recorded in Microsoft Advertising for reporting and optimization.

Key Takeaways:
View-through conversions help measure the impact of ad exposure even if the user doesn't click the ad.

Cookies and tracking pixels play a critical role in monitoring user behavior and attributing conversions to ad views.

Advertisers can use cross-device tracking to link ad exposure across devices and get a holistic view of their campaigns.

Attribution windows (e.g., 1-28 days) define how long after an ad view a conversion can be tracked.

Advertisers can optimize campaigns based on view-through conversion data to improve ad performance.