What customizations are available for conversion tracking reports in Bing Ads?

Microsoft Advertising (formerly Bing Ads) offers robust customization options for conversion tracking reports, giving advertisers the flexibility to tailor data views based on their goals—whether that's lead generation, e-commerce, app installs, or other actions. Here's a breakdown of the key customizations available:

🎯 1. Custom Report Types for Conversions
You can choose from multiple report types that include conversion metrics:


Report Type   Best For
Campaign Performance   High-level overview of conversions across campaigns
Ad Group / Ad Performance   Evaluating creative and targeting effectiveness
Keyword Performance   Assessing which keywords drive conversions
Goal Report   Performance by specific conversion goals
Conversion Performance Report   Detailed look at all conversions and paths
🧩 2. Choose Conversion Metrics
You can select specific conversion-related metrics to include in your reports:

✅ Conversions

✅ All Conversions (includes view-through)

✅ Conversion Rate

✅ Cost per Conversion (CPA)

✅ Conversion Value

✅ Return on Ad Spend (ROAS)

✅ Revenue per Conversion

✅ Assisted Conversions

You can also include other performance metrics (clicks, impressions, CTR, etc.) for a fuller picture.

🗂� 3. Filter by Specific Conversion Goals
Filter reports to show data for:

One or more specific conversion goals (e.g., sign-ups, purchases, app downloads)

Conversion types (e.g., online purchases vs. phone call conversions)

Event-based goals set up via UET tag events

🧪 4. Segment by Time
Segment your conversion data by:

Day

Week

Month

Quarter

Hour of day

Day of week

💡 Helpful for spotting performance trends or peak conversion times.

📍 5. Segment by Audience or Targeting
Customize reports to include performance by:

Device type (desktop, mobile, tablet)

Geographic location

Demographics (age, gender)

Audience lists (remarketing, in-market segments)

🏷� 6. Use Campaign Labels or Custom Parameters
If you use labels or URL parameters, you can filter or sort conversion data by:

Campaign categories (e.g., "Brand" vs. "Non-Brand")

Custom tracking parameters (e.g., utm_campaign or utm_content)

🔁 7. Schedule and Automate Reports
Set up reports to be:

Delivered on a daily, weekly, or monthly basis

Sent to one or more email recipients

Exported in Excel (.xlsx), CSV, or TSV

🔍 8. Customize Column Sets and Layouts
You can:

Add or remove columns for specific metrics

Reorder columns to prioritize important data

Save custom column sets as templates for reuse

🧾 Example Use Case: E-Commerce Conversion Report
Let's say you're tracking purchase conversions from multiple campaigns. You could:

Choose a Conversion Performance Report

Filter by Goal: Purchase

Add columns: Conversions, CPA, Revenue, ROAS

Segment by device and day of week

Schedule the report for Monday mornings

Export as Excel and send to your team

✅ Summary of Customization Options

Customization Area   Available Options
Report Type   Campaign, Ad Group, Keyword, Conversion Goal, etc.
Metrics   Conversions, CPA, ROAS, Revenue, Assisted Conversions
Filters   Conversion goal, device, location, audience, labels
Segmentation   Time (hour/day/week), device, geo, demographics
Output Format   Excel, CSV, TSV
Scheduling   Automated daily/weekly/monthly delivery
Layout   Column reordering, metric selection, templates