What tracking technologies does Bing Ads use to monitor view-through conversions?

Bing Ads (now Microsoft Advertising) uses several tracking technologies to monitor and measure view-through conversions. These technologies help attribute conversions that occur after users view an ad but do not click on it. Here are the primary tracking technologies involved:

1. Cookies
Description: Microsoft Advertising uses cookies to track user interactions with ads. When a user views an ad, a cookie is placed on their device, allowing the platform to monitor whether the user returns to the advertiser's site and completes a conversion action later.

Functionality:

When a user views a display ad or video ad, a cookie is set in their browser.

If the user completes a conversion action (such as a purchase or sign-up) within a set attribution window (usually up to 28 days), the conversion is tracked and attributed to the view-through event.

2. Tracking Pixels
Description: A tracking pixel (also known as a web beacon) is a small piece of code embedded in the ad creative or on the advertiser's website. It allows Bing Ads to track actions taken by users after they view the ad.

Functionality:

The pixel can be embedded in the ad itself (for display and video ads) or on the advertiser's conversion page (such as a checkout or "thank you" page).

When users see the ad and later complete an action on the website, the pixel records the conversion and sends the data back to Microsoft Advertising for attribution.

3. UTM Parameters (Custom Tracking URLs)
Description: UTM (Urchin Tracking Module) parameters are used to tag URLs in the ad creatives. This allows advertisers to track traffic and conversions from specific campaigns.

Functionality:

Even though view-through conversions don't involve clicks, these tagged URLs can still help track the users who interacted with specific ad content. If a user later converts, it can be linked back to the specific ad that was viewed.

4. JavaScript and Web Beacons
Description: JavaScript can be used in combination with web beacons to track users across different websites. This is often part of third-party tracking scripts.

Functionality:

When users interact with ads (by viewing them), JavaScript can capture the interaction and store information related to their session.

If the user later converts on the advertiser's website, the web beacon or pixel can report the conversion event to Bing Ads.

5. Mobile Device ID Tracking (for Mobile Ads)
Description: For mobile campaigns, device IDs (such as Apple's IDFA or Google's GAID) are used to track mobile ad exposure and subsequent conversions.

Functionality:

When users view an ad on their mobile device, a unique identifier (IDFA/GAID) is stored in the device.

If the user converts later, the conversion can be attributed to the ad view, even if the ad was never clicked.

6. Cross-Device Tracking
Description: Microsoft Advertising uses cross-device tracking to track users who may have viewed an ad on one device and converted on another.

Functionality:

When users view an ad on one device (say a smartphone), a cookie or device ID is used to track the exposure.

If they later convert on another device (e.g., a laptop), the conversion is still attributed to the initial ad view, enabling more accurate tracking across devices.

7. First-Party Data
Description: Advertisers can upload first-party data (such as customer email lists or CRM data) to Microsoft Advertising, which can be used for retargeting and view-through attribution.

Functionality:

When an ad is displayed to a user that matches data from the uploaded list, and that user later converts, the conversion can be tracked back to the original ad exposure.

8. Advertiser-Specific Conversion Tracking Tools
Description: Many advertisers use their own tools, such as Google Tag Manager or other custom analytics platforms, to implement tracking across multiple platforms.

Functionality:

These tools can help integrate conversion tracking with Microsoft Advertising by tagging URLs, triggering events when a conversion happens, and syncing the data back to the platform for attribution.

Summary of Tracking Technologies Used for View-Through Conversions:

Technology   Description   Functionality
Cookies   Small files placed in users' browsers to track interactions and conversions.   Tracks user behavior across devices and attributions for view-through conversions.
Tracking Pixels   Small code snippets placed in ads or websites to monitor activity.   Tracks when users complete a conversion after viewing an ad.
UTM Parameters   Custom tags added to ad URLs for tracking purposes.   Tracks the source and performance of ads, even without clicks.
JavaScript/Web Beacons   Code and tracking scripts that record user interactions with ads.   Tracks user activity across websites and measures conversions.
Mobile Device IDs   Unique identifiers used for mobile device tracking.   Attributes view-through conversions for mobile users across devices.
Cross-Device Tracking   Tracking user activity across multiple devices.   Attributes conversions even when users switch devices after viewing an ad.
First-Party Data   Customer data uploaded by advertisers.   Tracks conversions based on user profiles and retargeting efforts.
Conversion Tools   Third-party tools like Google Tag Manager used to implement tracking.   Allows advertisers to integrate and manage conversion tracking across multiple platforms.
Conclusion:
Bing Ads uses a variety of technologies to track view-through conversions, including cookies, tracking pixels, UTM parameters, device IDs, and cross-device tracking. These tools enable the platform to monitor ad exposures and attribute conversions that occur after viewing an ad, even if the user doesn't click on it immediately. This multi-faceted approach provides a more accurate and comprehensive view of how ads influence consumer behavior across devices and over time.