Bing Ads Destination

Destination Info

• Accepts Page, and Track calls
• Refer to it as Bing Ads in the Integrations object

Components

• Browser

Connection Modes

Device-mode	Cloud-mode
Web	Web
Mobile	Mobile
Server	Server

Bing Ads enables Marketers to track and monitor campaigns, clicks, CTRs, spend and budget. Bing Ads lets you place cross-device product ads in front of Bing, Yahoo, and MSN customers and support imported pay-per-click ad campaigns from third-party platforms like Google AdWords. With Bing Ads you can also retarget ads to customers after they complete an action like leaving a shopping cart or viewing a product without purchasing. To learn more, see Bing Ads. You can also browse the code on GitHub.

Getting started

Before you can track conversions or target audiences, create a UET tag in Bing Ads and then add it to the destination settings. Follow the steps within the Bing Ads documentation to create a UET tag.

After you have created the Tag ID, follow the steps below:

1. From the Segment web app, click Catalog.
2. Search for “Bing Ads” in the Catalog, select it, and choose which of your sources to connect to the destination. Note that the source must be sending events using Segment’s JavaScript library Analytics.js.
3. In the destination settings, enter your Tag Id.

Your changes will appear in the Segment CDN in about 45 minutes, and then Analytics.js starts asynchronously loading Bing Ads snippets on your page and sending data.

Note: You’ll only be able to include one Tag ID per source so make sure to associate the conversion goals to the correct Tag ID that is included in your settings.

Page

If you’re not familiar with the Segment Specs, take a look to understand what the Page method does. An example call looks like:

// name and properties are optional
analytics.page();

Page events will be sent to Bing Ads as a Page Load event where name and properties are optional.

Track

If you’re not familiar with the Segment Specs, take a look to understand what the Track method does.

For Segment to map your track events to a Conversion Goal, first create the goal on your Bing Ads account:

1. Click the Campaigns tab, and then on the left pane, click Conversion Tracking.
2. Under Conversion Tracking, click Conversion Goals.
3. On the conversion goals page, click Create conversion goal.
4. Enter a name for your goal in the Goal name box. When naming your goal, use a descriptive name that makes sense to you. (For example, “Checkout page”)
5. Choose the Event type of conversion and click Next.
6. Fill in the appropriate values. Make sure to add the Segment event name as the label field and to associate the goal to the correct Tag (UET Tag) that is set up in your Segment source.

Setting up Custom Events:

Step 1: Add the UET Tag Tracking Code to Your Website

1. Copy the UET tag from Microsoft Advertising.
2. Paste the tag into the head or body section of your website’s code.

Step 2: Create a Conversion Goal or Remarketing List

Creating a conversion goal for a custom event:

1. From the top menu, select Tools > Conversion goals.
2. Select the type of conversion you want to track.
3. Enter a descriptive name for your goal.
4. Fill in the appropriate values for your selected goal type.
5. Fine-tune your conversion goal with advanced settings.
6. Associate the UET tag with the conversion goal.

Creating a remarketing list for a custom event:

In Microsoft Advertising, click Shared Library > Audiences. Click Create audience > Remarketing list. For Whom to add to your audience, select Custom events. Choose the parameters to report when logging custom events. Set the membership duration. Associate the UET tag with the remarketing list.

Step 3: Modify the UET Tag Tracking Code in Your Website

1. Add the code for the custom event to the UET tag tracking code.
2. Follow the instructions provided to set up the event tag on your website.

For Segment to map your track events to a Conversion Goal, create the goal in your Bing Ads account:

For information about tracking custom events, see Microsoft’s article How to track custom events with UET

Only the event name is required - other properties are optional. An example track call is shown below:

// Segment event
analytics.track('Order Completed', {
    category: 'tools'
    revenue: 25,
    ... // additional properties
});

Consent mode

Starting May 5, 2025, Microsoft is enforcing the use of consent mode for clients with end users in the European Economic Area (EEA), the United Kingdom, and Switzerland. To learn more about setting consent mode, refer to the Microsoft docs. Microsoft is currently only enforcing the ad_storage value.

To send consent signals using the Microsoft Bing Ads destination:

1. Navigate to Connections > Destinations and select the Microsoft Bing Ads destination.
2. Select the Settings tab for the destination.
3. Turn on the Enable Consent setting. If it is turned off, the Microsoft Bing Ads destination won’t send the consent signal.
4. Select ALLOWED or DENIED as the Default Ads Storage Consent State. This will be the default consent signal state when the page loads. You can toggle the consent state by passing consent signals using the Track or Page event.
5. If you’re using Segment Consent Management, specify the consent category to look up the ad_storage consent state using the Ad Storage Consent Category setting.
6. If you’re not a Segment consent management user, specify the properties field through which you want to toggle the consent setting with the Ad Storage Consent Property Mapping setting. For example, if you wish to toggle ad_storage consent state based properties.ad_storage, set the value to ad_storage and make sure the properties.ad_storage in your track or page event is set to granted or denied.

Troubleshooting

Script unverified or undetected by third-party tool

Many times this is a limitation on the tool’s detection process, where the detector is looking for a specific HTML element on your page. Our client side analytics.js library asynchronously loads the tool’s library or pixel onto the page. As such, the detection fails.

In order to confirm that the tool’s library or pixel is actually loaded onto the page, you can open up the JavaScript console and go to the network tab when the page is loading.

If the script isn’t loading, check that any form of ad blocker is disabled.

Settings

Segment lets you change these destination settings from the Segment app without having to touch any code.