How does Bing Ads handle data retention and storage for conversion tracking data?

Bing Ads (Microsoft Advertising) handles data retention and storage for conversion tracking in accordance with its internal policies, security standards, and applicable privacy laws. Here's a breakdown of how Microsoft manages this:

🗂� 1. Data Retention Policies
Standard Retention Period: Microsoft retains conversion tracking data (such as from the Universal Event Tracking [UET] tag) for a limited time, generally up to 18 months.

The retention period may vary depending on:

Type of data (e.g., cookie-based, device ID, etc.)

Region-specific data protection laws (like GDPR, CCPA)

User consent preferences

🔒 2. Data Storage & Security
Data is stored on secure Microsoft servers, primarily in data centers located in the U.S. and other global locations compliant with local data sovereignty laws.

Microsoft uses industry-standard security measures, including:

Encryption (both in transit and at rest)

Access controls

Regular audits and monitoring for compliance

⚖️ 3. Compliance with Privacy Laws
Microsoft follows privacy-by-design principles and complies with:

GDPR in the EU (offering data subject rights such as access, rectification, and deletion)

CCPA/CPRA in California

Other global privacy frameworks

User data can be deleted or anonymized upon request or automatically after expiration.

🔁 4. Advertiser Access and Control
Advertisers can view and download conversion tracking data through the Microsoft Ads interface and API, but cannot access raw personal data (e.g., IP addresses) unless explicitly permitted.

You can set or modify custom data retention policies if using Microsoft's Customer Data Platform or APIs with extended data management features.

📅 Best Practices for Advertisers
Regularly audit your own data usage and retention policies.

Clearly disclose your use of Bing Ads tracking in your privacy policy.

Honor user privacy settings (like "Do Not Track" or cookie opt-outs).