What types of conversions do you track in your campaigns?

In Bing Ads campaigns, tracking the right types of conversions is essential for understanding how well your ads are meeting your business objectives. The types of conversions you track should align with your specific campaign goals, whether you're looking to generate sales, leads, sign-ups, or other types of engagement.

Here are the key types of conversions that businesses typically track in their Bing Ads campaigns:

1. Sales Conversions (E-commerce)
If your goal is to drive online sales, you'll want to track conversions related to purchases or revenue-generation.

Types of Sales Conversions:
Completed Purchases: The most straightforward conversion type. When a user buys a product, the purchase completion page can trigger a conversion tracking event.

Shopping Cart Additions: Tracking when users add products to their cart can help gauge interest in your products.

Checkout Page Views: If users view the checkout page but don't complete the purchase, this could highlight potential drop-off points.

Revenue Value per Sale: If you want to track not just the purchase but also the revenue generated, you can track the total value of the transaction as part of your conversion actions.

Use Case:
Track whether the clicks on your product ads are leading to actual sales on your website.

2. Lead Generation Conversions
For businesses that focus on gathering leads (e.g., real estate agents, B2B services, etc.), lead generation is the main conversion goal. Here are the types of lead-based conversions to track:

Types of Lead Generation Conversions:
Form Submissions: Track when users submit a form (e.g., contact form, request a quote, etc.). This is a typical conversion action for lead generation campaigns.

Newsletter Sign-Ups: If the goal is to build an email list, tracking sign-ups for newsletters or updates can be a key conversion.

Phone Call Tracking: If you are running call extensions, you can track the number of phone calls initiated by users who clicked on your ads.

Request for Demo/Consultation: If your service is more consultative, track when users request a demo or consultation.

Use Case:
Track the number of people who submit their information through your website to receive more details or a demo.

3. Account or Subscription Sign-Ups
For services or platforms requiring users to create an account, the sign-up process becomes a key conversion event.

Types of Account/Subscription Conversions:
Account Creation: Track when users create a new account or register for a membership.

Subscription Sign-Ups: For subscription-based businesses (e.g., SaaS platforms), track when users complete the sign-up or start a free trial.

Use Case:
Track how many users sign up for your platform after clicking on your ads and determine which keywords or ad copy drive sign-ups.

4. Phone Call Conversions
If your business relies on calls for conversions (e.g., local businesses, service-based companies), phone call tracking is a critical part of conversion tracking.

Types of Phone Call Conversions:
Call Extensions: Track the number of calls generated directly from the call extensions on your Bing Ads. You can set up tracking to measure the duration of the call to ensure it was a meaningful interaction (e.g., calls over 30 seconds).

Click-to-Call on Mobile: If you use mobile-optimized ads, you can track calls initiated via click-to-call.

Use Case:
Track the number of calls coming from users who clicked on the call extensions of your ads. This is especially important for industries where phone inquiries are a primary form of conversion.

5. Page Views and Engagements
For some campaigns, user engagement is a key metric, particularly for content-driven businesses or informational websites.

Types of Page View Conversions:
Landing Page Views: Track when users land on a specific page (e.g., a key product page, or the blog post that promotes a lead magnet).

Time on Site or Page Views: Track when users stay on your site for a specific amount of time, indicating higher engagement with your content.

Scroll Depth: Track how far down the page a user scrolls, especially if you have long-form content.

Use Case:
If you want to optimize for engagement rather than direct conversions, tracking page views and time on site can help you understand user behavior.

6. Offline Conversions
Some businesses may need to track offline conversions, particularly when conversions happen through phone calls, in-store visits, or other offline activities.

Types of Offline Conversions:
In-Store Visits: If your business operates a physical store, you can track the number of users who visit the store after clicking on an ad.

Offline Sales: If users purchase offline (e.g., a person clicks on an online ad and later calls to place an order or visits the physical location), you can upload this offline conversion data.

Lead Follow-Ups: Track when a lead generated online later converts offline (e.g., after a consultation or meeting).

Use Case:
Use offline conversion tracking to connect online interactions with offline outcomes (e.g., someone visiting your physical store after seeing your ad).

7. Custom Conversion Actions
If you have unique goals that don't fit neatly into any of the above categories, custom conversion actions can be set up in Bing Ads. These actions are tailored to specific business needs.

Examples of Custom Conversions:
Video Views: Track when users watch a certain percentage of your video ads, indicating interest in your product.

Button Clicks: Track clicks on specific buttons or links (e.g., "Download Brochure" or "Get Started").

Custom Events: For businesses with more specific needs, you can define custom events (e.g., a specific action on your website that doesn't fall under traditional conversions).

Use Case:
Track any other meaningful user interactions on your website that aren't covered by standard conversion actions, like specific clicks on key CTA buttons.

8. Micro-Conversions
While macro-conversions (like sales or form submissions) are typically the main goal, micro-conversions can offer valuable insights into user behavior and the steps they take toward your main goal.

Types of Micro-Conversions:
Add to Cart: If you're in e-commerce, you can track how many users add items to their cart as a stepping stone toward a purchase.

Product Views: Track how many users view a specific product or category.

Subscription Clicks: Track when users click to subscribe or express interest (but don't necessarily convert yet).

Use Case:
Track early-stage actions that indicate strong interest in your products or services, helping you understand the customer journey.

How to Set Up Conversion Tracking:
Set Up UET Tags: Ensure you have Universal Event Tracking (UET) tags on your website, and define what actions trigger a conversion.

Create Conversion Goals: In Bing Ads, go to the "Tools" section and select "Conversion Tracking" to create specific conversion actions linked to UET events.

Use Tracking Templates for Advanced Tracking: For more complex tracking, you can use tracking templates that help you track various parameters and pass specific data into your conversion tracking setup.

Conclusion
The types of conversions you track in Bing Ads depend on your business goals. Whether you're focused on sales, lead generation, sign-ups, phone calls, or other types of engagement, setting up appropriate conversion tracking will help you measure success and optimize your campaigns. Regularly reviewing and adjusting your conversion strategy based on this data will lead to more effective campaigns and improved ROI.