Last week, Bing Ads announced that it is switching the time at which a conversion is reported as having occurred.

Now, conversions are getting reported as having happened when somebody clicks on an ad that led to a conversion, instead of at the day and time when the conversion is completed.  Likewise, assists are reported based on when a user clicked on the ad that contributed to a conversion.

How it works. As an example, Bing Ads presents this scenario:

  • Day 1: A user clicks on your ad (keyword 1) and browses through your website to see if you have a product they want.
  • Day 2: The same user clicks on another one of your ads (keyword 2) and, while on your website, adds a product to their cart, but doesn’t complete the purchase before leaving the site.
  • Day 3: The user goes back to your website and completes the purchase of the product in their shopping cart.

With this change, the conversion will be reported as having occured on day two and the assist even will be reported as happening on day one.  Before, both the conversion and assist would be reported as happening on day three.

Bing says that this new timing will help bid modifiers for ad scheduling perform better since they will align with the time of the ad click and will help advertisers get a clearer picture of the customer journey.

Also, this brings conversion reporting timing in line with the way Google Ads reports their conversions.

For those advertisers who have short conversion cycles, they may not see much of a change in reporting.  For those with longer conversion windows may see some fluctuations for a bit “as the new reporting data stabilizes” says Bing Ads.

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