Does Bing Ads account for multiple ad exposures in tracking view-through conversions?

Yes, Bing Ads does account for multiple ad exposures in tracking view-through conversions, but there are specific considerations on how this is handled:

Key Factors Influencing Multiple Ad Exposures in View-Through Conversion Tracking:
Ad Exposure Frequency:

Bing Ads tracks multiple exposures to the same user, and if a user views an ad multiple times (across different devices or sessions), each exposure can be counted in the view-through conversion tracking. The key is whether the user converts after any of the exposures within a defined attribution window.

However, multiple exposures may not always result in separate conversions. Instead, if a conversion is completed after the first ad exposure or the last one within the attribution window, it will be counted as a view-through conversion for that initial ad view.

Attribution Window:

The attribution window (typically ranging from 1 to 30 days) plays a critical role in how Bing Ads tracks multiple ad exposures. If a user sees the same ad multiple times within the attribution window and converts after any exposure, the conversion will be attributed to the first view (or in some cases, the last depending on your settings) within that window.

Bing Ads often gives more weight to the first exposure or last click depending on how attribution models are set, but for view-through conversions, it generally counts all relevant exposures as part of the tracking process.

Frequency Capping:

Frequency capping can limit the number of times an ad is shown to the same user. While frequency capping can prevent over-exposure, it does not stop the tracking of multiple view-through conversions if the user has seen the ad multiple times across the capped frequency window.

Ads that are exposed multiple times to the same user within the capped frequency range can still be attributed to the conversion, as long as the user completes the conversion within the specified window.

Frequency and View-Through Attribution:

Multiple exposures can enhance the likelihood of a view-through conversion, especially when users need repeated exposure to the ad for better recall or to encourage action.

Bing Ads allows advertisers to optimize frequency for ads, ensuring that the right number of exposures is provided to users for an effective chance of conversion. Too many exposures may result in diminishing returns, while too few might reduce the chances of conversion.

Multiple Devices:

When the same user sees an ad multiple times across multiple devices (e.g., mobile, desktop, tablet), Bing Ads attempts to track and attribute these multiple ad exposures to the same user, especially if they are signed into a Microsoft account or another connected platform.

Cross-device tracking, as discussed earlier, helps capture multiple exposures across devices and still attributes conversions correctly to the first ad view within the attribution window.

Attribution Models:

Bing Ads offers different attribution models (e.g., last-click, first-click, linear, time decay) that can affect how multiple ad exposures are accounted for in view-through conversion tracking.

With a last-click model, the last interaction (click or view) before conversion gets the credit. However, with a linear model, all ad exposures within the attribution window share credit equally. This can affect how multiple views are counted in the final conversion attribution.

In Summary:
Bing Ads tracks multiple ad exposures as part of view-through conversion tracking, and multiple views from the same user can contribute to a conversion as long as the user takes the desired action within the attribution window. However, the way those exposures are counted can depend on your attribution model, frequency capping, and whether the exposures occur on the same device or across multiple devices. The goal is to ensure that every meaningful interaction with your ad is accurately captured and contributes to conversion performance.