How do you track conversions for Bing Shopping campaigns?

Tracking conversions for Bing Shopping campaigns (Microsoft Shopping Campaigns) follows a similar process to tracking conversions for regular text ads, but there are a few additional components specific to e-commerce and product feeds.

How Conversion Tracking Works for Bing Shopping Campaigns
UET Tag Implementation

As with other campaigns, you need to have the Universal Event Tracking (UET) tag installed on your website to track conversions.

The UET tag should be placed on every page of your site, especially the thank you pages or pages that indicate a completed conversion (e.g., order confirmation page, sign-up confirmation, etc.).

Product Feed Integration

Microsoft Shopping campaigns use a product feed that contains details about your inventory (like product titles, descriptions, prices, and URLs). The conversion data will link to the specific products shown in your shopping ads.

The product feed is linked to your Microsoft Merchant Center account, where you upload your product data.

Conversion Goals Setup

Define specific conversion goals (e.g., purchases, form submissions) under Tools > Conversion Goals in the Bing Ads interface.

These conversion goals are what the UET tag tracks when a user completes the desired action.

Conversion Tracking After Click

When a user clicks on a Shopping ad, the UET tag tracks whether they complete a conversion on your site.

The system attributes the conversion to the shopping ad that generated the click.

If a customer views a product on your website after clicking a shopping ad and makes a purchase, the conversion is tracked based on the UET tag firing when they reach the confirmation page.

📊 Where to View Shopping Campaign Conversion Data
Campaign Overview: Go to your Campaigns tab to see high-level metrics like conversions, conversion rate, and cost per conversion for your Shopping campaigns.

Shopping Campaigns: Select your Shopping campaign and look at performance metrics by product.

Product-Level Conversion Tracking: Use the Product Ads Report in the Reports tab to see how specific products from your feed are performing in terms of conversions.

Conversion Metrics to Track in Shopping Campaigns
Conversions: The number of completed conversion actions (e.g., purchases).

Conversion Rate: Conversions ÷ Clicks. This shows how well your ads are converting traffic.

Cost per Conversion (CPA): Total cost ÷ Conversions. Helps you measure efficiency in terms of cost per sale.

Revenue/Value: Total revenue generated from conversions (if linked to e-commerce platform or defined conversion values).

Return on Ad Spend (ROAS): Conversion Value ÷ Cost. Shows how much revenue you earned per dollar spent on ads.

🛠� Additional Tips for Shopping Campaigns
Use Enhanced CPC or Target ROAS: For automated bidding, these options use conversion data to optimize bids toward your performance goals.

Product Feed Optimization: Ensure that your product feed is updated regularly to reflect the latest product details and pricing.

Cross-Device and Cross-Platform Tracking: Use view-through conversions and cross-device attribution to track conversions from users who interacted with your Shopping ads across different devices.

🧠 Pro Tip: Offline Conversions for Shopping Ads
If you're tracking sales made offline (e.g., via phone or in-store), you can import offline conversion data into Bing Ads and link it to your Shopping campaigns.