Bing Ads changes when conversions are reported

by Oct 23, 20180 comments

Bing Ads is switching the time at which a conversion is reported as having occurred, the company announced last week.

Conversions now get reported as having happened when a user clicked on an ad that led to a conversion — rather than 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.

Results: With this change, the conversion will be reported as having occurred on day two and the assist event will be reported as happening on day one. Previously, both the conversion and assist would have been reported as occurring on day three.

Why it matters to advertisers. Bing says the new timing will help bid modifiers for ad scheduling perform better because they will align with the time of the ad click and will help advertisers get a clearer picture of the customer journey.

This also brings conversion reporting timing in line with the way Google Ads reports conversions.

Advertisers that have short conversion cycles may not see much of a change in reporting. Those with longer conversion windows may see some fluctuations for a bit “as the new reporting data stabilizes” says Bing Ads.


About The Author

Ginny Marvin is Third Door Media’s Editor-in-Chief, managing day-to-day editorial operations across all of our publications. Ginny writes about paid online marketing topics including paid search, paid social, display and retargeting for Search Engine Land, Marketing Land and MarTech Today. With more than 15 years of marketing experience, she has held both in-house and agency management positions. She can be found on Twitter as @ginnymarvin.

Read More 

CRM – How Does CRM Help Local Business Owners Compete

CRM – How Does CRM Help Local Business Owners Compete

CRM otherwise known as Customer Retail Management is a tool and process used by many companies around the globe and is now available for the small local business owner!  Many of the CRM providers are well equipped to handle large businesses but it also comes with a...

Top 5 Takeaways from the Pardot Product Keynote at #DF18

Top 5 Takeaways from the Pardot Product Keynote at #DF18

Dreamforce 2018 was a whirlwind of technology, innovation, networking and fun! If the week taught us anything, it’s that now, more than ever, is an amazing time to be a B2B marketer. On Thursday, September 27th, Pardot took the stage with Lyft Business and VMware to...

How to Earn Loyal Customers in the Experience Economy

How to Earn Loyal Customers in the Experience Economy

In today’s digital, connected world, audiences can find virtually anything they want whenever they want it. They have little patience for sifting through irrelevant content to find what they’re looking for. Brands know that to grab the attention of their audiences,...

Leave a comment.

0 Comments

Submit a Comment

Your email address will not be published. Required fields are marked *

Pin It on Pinterest

Share This

Share This

Share this post with your friends!

Share This

Share this post with your friends!