Any advertisers running Bing Ads campaigns to generate leads are now able to upload offline conversion data back into the platform to get a more complete picture of campaign impact on actual sales.
How will Bing Ads offline conversion tracking work?
The system leverages the Microsoft Click ID (MSCLKID) that gets appended to each Bing Ads URL when an advertiser enables the new Offline Conversion Import feature. Then, that click ID will get passed in the referring URL, allowing it to be persist in the URL as a user browses the website, or get stored in a cookie. When a user fills out a lead form on the website and remains associated with that user, the click ID gets passed into the advertiser’s CRM system. If the users converts offline after speaking with a sales agent, the conversion can connect back tot he click ID.
The conversions appear at all levels of conversion reporting after an advertiser uploads that offline conversion data back into Bing Ads.
There is some setup required, as there are several steps advertisers need to take to enable offline conversion tracking.
First, you need to create an Offline Conversion goal, which you can find as an option in the list of conversion goal types. After the goal is created, Bing Ads automatically turns on auto-tagging in the account to append the Microsoft Click ID to ad URLs.
After that, advertisers have to update the tracking code on their websites in order to capture the click ID and store it with the lead information in their CRM systems.
Offline conversion tracking is rolling out globally over the next few weeks.