Does Bing Ads provide tools for modeling the incremental lift from view-through conversions?

Yes, Microsoft Ads (formerly Bing Ads) provides tools and features that help advertisers model and analyze the incremental lift from view-through conversions. While the platform may not offer a specific "incremental lift modeling" tool by name, it provides various methods and features to assess and understand the impact of view-through conversions. Here's how you can leverage these tools:

### 1. **Attribution Models**

- **Multi-Touch Attribution**: Microsoft Ads offers multi-touch attribution models, such as linear, time decay, and position-based models. These models help you understand how view-through conversions contribute along the customer journey compared to click-through conversions.

### 2. **Conversion Tracking and Reporting**

- **Detailed Conversion Reports**: Microsoft Ads provides comprehensive conversion tracking reports that include data on both click-through and view-through conversions. You can analyze these reports to assess the impact of view-through conversions on overall campaign performance.

- **Performance Metrics**: Use performance metrics such as conversion rate, cost-per-conversion, and return on ad spend (ROAS) to evaluate the effectiveness of view-through conversions.

### 3. **Microsoft Advertising Insights**

- **Insights Dashboard**: The Insights Dashboard offers detailed analytics on how different types of conversions, including view-through, are impacting your campaigns. You can view trends and patterns to gauge the incremental value of view-through conversions.

### 4. **Experiments and A/B Testing**

- **Microsoft Ads Experiments**: Use the built-in experimentation tools to create A/B tests or controlled experiments that compare the performance of campaigns with and without view-through conversion tracking. This helps in measuring the incremental lift provided by view-through conversions.

### 5. **Analytics Integration**

- **Integration with Analytics Tools**: Microsoft Ads integrates with third-party analytics tools like Google Analytics or Microsoft Power BI. These tools can provide advanced data analysis and modeling capabilities to measure incremental lift and other performance metrics.

### 6. **Custom Attribution Models**

- **Custom Attribution**: For more sophisticated analysis, you might set up custom attribution models to evaluate the specific impact of view-through conversions. This involves using custom data analysis methods to understand how view-through conversions contribute to your overall marketing goals.

### 7. **Feedback and Insights**

- **Customer Support and Insights**: Microsoft Ads' support and account management teams can provide insights and recommendations based on your specific needs and data. They can help interpret results and offer guidance on measuring incremental lift.

By utilizing these tools and methods, you can effectively model and analyze the incremental lift from view-through conversions in your Microsoft Ads campaigns. For the most detailed and tailored analysis, combining these tools with a well-structured testing approach and advanced analytics will provide the best insights.