What conversion metrics are available in Bing Ads reporting?

Bing Ads (Microsoft Advertising) provides a rich set of conversion metrics in its reporting tools to help advertisers evaluate performance, optimize campaigns, and measure ROI.

Here's a complete list of the key conversion metrics available in Bing Ads reporting, organized by category:

🔢 Core Conversion Metrics

Metric   Description
Conversions   The number of tracked conversions resulting from ad interactions (clicks or views, depending on settings).
Conversion Rate   Conversions ÷ Clicks. Indicates how efficiently clicks are turning into conversions.
All Conversions   Includes standard conversions plus cross-device, offline, and view-through conversions.
All Conversion Rate   All Conversions ÷ Clicks. A broader view of conversion effectiveness.
Cost per Conversion (CPA)   Total cost ÷ Conversions. A critical efficiency metric.
Cost per All Conversion   Total cost ÷ All Conversions. Helps evaluate performance beyond direct clicks.
💵 Revenue & Value Metrics

Metric   Description
Conversion Value   The total value assigned to conversions (if you're tracking revenue or lead values).
All Conversion Value   Value of all conversions, including view-through and cross-device.
Revenue per Conversion   Conversion Value ÷ Conversions.
Revenue per All Conversion   All Conversion Value ÷ All Conversions.
Return on Ad Spend (ROAS)   Conversion Value ÷ Cost. Indicates profitability.
All Conversion ROAS   All Conversion Value ÷ Cost. Broader profitability view.
⏱️ Time-Based Metrics

Metric   Description
Time to Conversion   The average time between click and conversion. Available in custom reports.
Days to Conversion   Similar to above, segmented by days. Useful for longer sales cycles.
📞 Call & Offline Conversions

Metric   Description
Phone Call Conversions   Calls tracked via Microsoft's call extensions and forwarding numbers.
Offline Conversions   Conversions imported from CRM systems or other offline channels (store visits, phone sales, etc.).
🧠 Assist & Attribution Metrics

Metric   Description
Assisted Conversions   Conversions that were not directly attributed to a final click, but had prior touchpoints from your ads.
Top Converting Keywords / Ads   Use custom reports to find which elements drive the most conversions.
📊 Where to Access These Metrics
Campaign/Ad Group/Keyword Tabs: Add columns for any of these metrics.

Reports Tab: Build custom reports and select metrics by campaign, ad group, keyword, device, location, etc.

Conversion Goals View: See performance broken down by individual goals (form fills, purchases, app downloads, etc.).

Dimensions Tab: Analyze by demographic, time, geography, etc.

✅ Bonus Tip
Want a prebuilt custom report with your most important conversion KPIs? I can help create a report template or recommend which metrics to focus on based on your campaign type (e.g., lead gen, e-commerce, app installs).