What are the options for tracking in-app conversions with Bing Ads?

Tracking in-app conversions in Bing Ads (Microsoft Advertising) is possible through integration with specific tools and services designed for app tracking. While Microsoft Advertising does not have native in-app conversion tracking like Google Ads, there are still several ways to measure app interactions and conversions through integration with third-party platforms.

Here are the primary options for tracking in-app conversions with Bing Ads:

1. Use of Universal Event Tracking (UET) for Mobile Apps
For in-app conversions (such as purchases, sign-ups, or other actions within your app), you can use UET (Universal Event Tracking) in combination with Microsoft Advertising SDK or third-party tracking platforms. The process involves:

Integrating the UET tag into your mobile app. This is done through Microsoft's UET SDK for mobile apps.

Tracking events like app installs, purchases, or other in-app actions.

Setting up conversion goals in your Bing Ads account to track specific actions (like successful app installs or in-app purchases).

Steps for Implementing UET for Mobile Apps:
Install UET SDK in your app (iOS or Android).

Configure the SDK to track specific events (such as an app install or in-app conversion).

Create conversion goals in Bing Ads to capture those events and define actions such as:

In-App Purchases

User Sign-Ups

Specific interactions (e.g., level completion, button clicks)

View conversion data in your Microsoft Ads account by linking the tracked events to your app campaigns.

2. Using Third-Party Attribution Tools
If you're using third-party tools for app measurement, such as Adjust, AppsFlyer, or Tune, you can track in-app events and conversions, then integrate the data back into Bing Ads. These tools offer comprehensive features like multi-touch attribution, which allows you to track the user journey from the first click to the in-app conversion.

Integration with Microsoft Advertising
Adjust, AppsFlyer, or Tune can send app conversion data to your Microsoft Advertising account through offline conversion imports or via direct API integrations.

This allows you to measure not only the app installs but also subsequent in-app actions, such as purchases, sign-ups, or level completions.

3. App Install Tracking with UET & Microsoft Ads
You can track app installs directly in Bing Ads by using UET (Universal Event Tracking) combined with the Microsoft Advertising SDK. When a user installs the app and takes action (like making a purchase), you can configure your UET tag to fire the event and track conversions associated with the app.

For Android apps, use the Microsoft SDK for Android to track app installs and in-app actions.

For iOS apps, use the Microsoft SDK for iOS for the same purpose.

These installs are tracked as conversions and can be reported in your Microsoft Advertising interface.

4. Offline Conversion Import for App Events
If you are using a third-party mobile measurement platform, you can import offline conversions into Bing Ads to report app conversions. After tracking app events, you can:

Export the conversion data (such as in-app purchases, user registrations, etc.) from your mobile measurement platform.

Import these events into Bing Ads as offline conversions, linking them to your ad campaigns to evaluate the return on ad spend (ROAS) from app installs and in-app activities.

5. Dynamic Remarketing for Apps
If you're running remarketing campaigns for your app, Bing Ads allows you to serve dynamic ads that promote app content. In this case, you can track when users re-engage with your app after being targeted by your remarketing ads and record in-app conversions.

For instance, if a user previously installed your app but didn't complete a purchase, you can re-engage them with a remarketing ad to drive them back to the app and track if they make a purchase or other key actions.

🚀 Key Benefits of Tracking In-App Conversions with Bing Ads
Performance Measurement: Track the effectiveness of your app install campaigns and see if users are completing valuable actions like purchases or sign-ups.

Cross-Device Attribution: Understand how Bing Ads contributes to the user's journey across devices (e.g., mobile, desktop, tablet).

Optimization: Adjust your bidding and targeting strategies based on in-app conversion data to maximize ROI.

🧠 Pro Tip
Track in-app conversions alongside website-based conversions to get a comprehensive view of user behavior and attribution.

Leverage automated bidding strategies like Target CPA or Target ROAS to optimize for in-app actions once your data starts flowing in.