What are the requirements for setting up offline conversions in Bing Ads?

Setting up offline conversions in Bing Ads (now part of Microsoft Advertising) allows advertisers to track conversions that happen offline after a user interacts with an ad, such as phone calls, in-store purchases, or leads generated via forms but completed offline. To successfully set up offline conversion tracking in Bing Ads, here are the requirements and steps you need to follow:

1. Requirements for Setting Up Offline Conversions in Bing Ads
Before you begin, ensure you meet the following requirements:

A. Microsoft Advertising Account
You must have an active Microsoft Advertising account (formerly Bing Ads).

B. Conversion Tracking (UET Tag) Installed on Your Website
You need to have Universal Event Tracking (UET) implemented on your website to track user behavior, like clicks, page views, and other events.

The UET tag should be installed on the relevant pages of your website, such as landing pages or thank-you pages.

C. Conversion Goal Setup in Microsoft Advertising
Set up conversion goals in Microsoft Advertising, which define what actions you want to track as conversions (e.g., form submissions, sign-ups, etc.).

These conversion goals allow you to later associate your offline conversion data with specific actions that originated from your ads.

D. Offline Conversion Data
You must have offline conversion data that you want to upload. This could be:

Offline transactions: Sales or purchases made offline after clicking the ad.

Phone calls: Call data from your third-party call tracking service.

In-store purchases: Purchases that occur in physical stores but are tied to online behavior.

Leads: Leads that are generated online but closed offline (e.g., by a salesperson calling the lead).

Your offline conversion data should include the Microsoft Click ID (GCLID) or UET tag identifiers, which link the online click to the offline conversion.

E. Conversion Import Template
For importing offline conversions, Microsoft Advertising provides a CSV template. The file should include:

Microsoft Click ID (GCLID or UET tag click identifier)

Conversion Action Name (which maps to your defined conversion goals)

Conversion Value (e.g., the value of the sale or lead)

Conversion Time (the time of the offline event, ensuring it's linked correctly to the online action).

2. Steps to Set Up Offline Conversions in Bing Ads
Step 1: Set Up Conversion Goals in Microsoft Advertising
Go to your Microsoft Advertising account and navigate to Tools > UET Tags > Conversion Goals.

Create a new conversion goal (if you don't already have one). This could be based on specific actions like form submissions or purchases.

Step 2: Install UET Tag on Your Website
Ensure the UET tag is properly installed on your website. This tag will capture the Microsoft Click ID (GCLID), which will later be used to match online activity with offline conversions.

Step 3: Prepare Your Offline Conversion Data
Gather your offline conversion data from your CRM, call tracking provider, or any other offline system.

Ensure your data includes the Microsoft Click ID (GCLID) or UET tag identifiers that can link the offline conversion back to the user's online interaction.

Format the data according to the required CSV template. The required fields generally include:

GCLID (Microsoft Click ID)

Conversion Goal Name (the conversion action you want to track)

Conversion Value (the monetary value associated with the conversion)

Conversion Time (the timestamp of the offline conversion event)

Step 4: Import Offline Conversions
Once you have your offline conversion data, you can upload it into Microsoft Advertising. To do this:

Go to Tools > Offline Conversion Imports.

Click on +Import Offline Conversions.

Select the CSV file you prepared with the offline conversion data.

Follow the instructions to complete the upload.

Step 5: Monitor and Analyze Offline Conversions
After the offline conversion data is uploaded, it may take some time (up to 24 hours) to process.

Once processed, you can see the offline conversions in your campaign reporting, just like online conversions.

In your Microsoft Advertising interface, go to Campaigns and view metrics like Total Conversions, Cost per Conversion, and more, which will now include the offline conversion data.

Step 6: Automate (Optional)
If you frequently upload offline conversion data, you can automate the import process using the Microsoft Advertising API or other third-party tools for bulk imports.

3. Key Considerations for Offline Conversion Tracking
Attribution Window: Make sure that your offline conversion data is uploaded within a reasonable time after the online interaction. Typically, Microsoft Advertising allows offline conversions to be uploaded within 30 days of the ad interaction.

Data Accuracy: Ensure that the Microsoft Click ID (GCLID) is correctly recorded when a user clicks on your ad, and that the same identifier is included when uploading the offline conversion. This helps to match the offline conversion back to the original click.

Import Frequency: Depending on how often offline conversions occur, you may want to set up a process for uploading conversion data on a daily, weekly, or monthly basis.

Value Tracking: Ensure that you're tracking the monetary value of your offline conversions if applicable (e.g., the value of a sale or a lead). This helps you measure the true ROI of your campaigns.

4. Benefits of Offline Conversion Tracking in Bing Ads
Better Attribution: Offline conversions allow you to attribute sales and leads to specific ads, keywords, or campaigns, even if the final conversion happens offline.

More Accurate Reporting: By tracking offline conversions, you get a more complete picture of how your ads are driving real-world business outcomes, leading to better optimization opportunities.

Enhanced Campaign Optimization: With offline conversion data integrated into your Bing Ads reports, you can optimize your campaigns and bid strategies based on more accurate data, improving ROI and performance.

Summary
To set up offline conversions in Bing Ads:

Ensure you have a Microsoft Advertising account, installed UET tags, and set up conversion goals.

Collect offline conversion data (including Microsoft Click IDs) and prepare a CSV file.

Upload the CSV file to Microsoft Advertising using the Offline Conversion Import tool.

Monitor and optimize your campaigns with the offline conversion data.

By doing so, you can effectively track and optimize your campaigns based on both online and offline actions, allowing for better attribution and improved performance insights.