How does Bing Ads attribute a view-through conversion to a specific ad impression?

Bing Ads (now part of Microsoft Advertising) attributes a view-through conversion to a specific ad impression based on a few key factors, including the user's exposure to the ad, the subsequent conversion action they take, and the length of time between the ad impression and the conversion. Here's how the attribution process works for view-through conversions:

1. Tracking the Ad Impression:
Impression Tracking: When a user is shown an ad (whether through the Display Network or search ads), Bing Ads tracks this ad impression using cookies or other identifiers. This is essential for attributing a view-through conversion.

The user does not click on the ad, but the ad impression is still recorded in Bing Ads' system as a potential influence on the user's later behavior.

2. View-Through Conversion Window:
Attribution Window: Bing Ads assigns view-through conversions within a predefined attribution window, which is typically 30 days. This means that if a user sees the ad but does not click on it, and then converts within 30 days of viewing the ad, the conversion will be attributed to the initial impression.

The attribution window can vary slightly depending on the type of campaign or other factors, but 30 days is the most common duration for view-through conversions.

3. Conversion Tracking:
UET (Universal Event Tracking): Bing Ads uses UET tags placed on the advertiser's website to track conversions. When a user performs an action on the website (like making a purchase or filling out a form) after viewing an ad, the UET tag helps track that action and link it back to the user's previous ad view.

The conversion is counted if it occurs after the ad impression, even if the user does not click the ad. The conversion is recorded and tied back to the initial ad exposure.

4. Attribution Model:
Last-Click Attribution for View-Through Conversions: Bing Ads typically uses a last-click attribution model for view-through conversions. This means that the last ad impression (within the attribution window) the user saw before converting is credited with the conversion, even if they did not click on the ad.

For example, if a user sees several ads and then converts after viewing one particular ad, that ad will be credited with the conversion, as it was the last exposure before the conversion took place.

5. Tracking Across Devices:
Cross-Device Attribution: If a user is logged into their Microsoft account (or has their settings synced across devices), Bing Ads can track conversions across different devices (e.g., from desktop to mobile). So, if a user views an ad on their desktop but later converts on their mobile device, the view-through conversion can still be attributed to the original ad impression they saw.

However, cross-device attribution depends on the user being signed into their Microsoft account and is not always 100% accurate in cases where users do not sign in.

6. Frequency Capping and Impression Details:
Frequency Capping: Bing Ads allows advertisers to limit how often the same user sees their ad through frequency capping. This helps manage overexposure and ensures that an ad isn't shown too many times to the same person, which could influence conversion tracking.

If a user sees multiple impressions of the same ad (or different ads) and eventually converts, the first ad impression is typically the one that is credited with the conversion, assuming it occurred within the attribution window.

7. Ad Type and Placement:
View-through conversion attribution can vary depending on the type of ad (e.g., display ads, video ads, or search ads) and where it was placed. Display ads or video ads are more commonly associated with view-through conversions because they often generate impressions without direct user clicks.

Ads placed in specific locations (e.g., premium spots on the Bing network) may have a higher likelihood of leading to view-through conversions due to greater visibility.

Summary of the Process:
A view-through conversion is attributed to a specific ad impression if the user sees the ad but doesn't click on it, and then converts on the advertiser's website within the attribution window (usually 30 days).

Cookies or tracking pixels capture the impression, and UET tags track the conversion when the user performs an action later.

Last-click attribution generally credits the most recent ad impression seen by the user before the conversion.

The process can also include cross-device tracking and frequency capping to improve accuracy and avoid over-attribution.

By tracking ad impressions and associating them with conversions within a set window, Bing Ads helps advertisers understand the indirect impact of their ads, even if users never directly clicked on them.