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Overview

Connection Type:

Client-side

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Installation Instructions

This is a client-side-only connection, meaning that you will need to be tracking all events client-side (including Placed Order) for this connection to work properly.
Set up consent mode to track conversion in the EEA. See below.

1. Set up the Connection

  1. Navigate to your Microsoft Advertising Dashboards and choose Tools > UET Tag.

  2. If you already have a UET Tag, copy the Tag ID and go to Step 6, otherwise go to Step 3  

  3. Click on Create  

  4. Choose a UET tag name, and UET Tag Description and click on Save and next.  

  5. Choose Install the tag yourself and click on Next. From the code snippet, copy your Tag ID (marked in pink in the screenshot below) and click on Next. After that click on Done

  6. In your Converge dashboard, under Connections, click

    Create New Connection
    and fill in your Tag ID. After that click Create Connection.  

2. Create your Conversion goals

  1. Navigate to your Microsoft Advertising Dashboards and choose Tools > Conversion goals.

  2. Click on the Create button.  

  3. Choose Website as your conversion goal type and press Next.  

  4. Choose your conversion goal category and press Next.

For most businesses, we advise setting up at least a Purchase conversion goal but Converge supports any of the events in the Bing Ads Event Mapping.

  1. As a Goal Type, choose Event and click Next.  

  2. Give your conversion goal a name, e.g. [Converge] Purchase and choose Conversion action value may vary as Revenue. Leave the other options unchanged and click Next.

  1. Choose Turn on enhanced conversions and tick the checkbox to enable enhanced conversions. Click on Save and next.

  2. Choose the Tag you set up in Installation Instructions and click Skip base tag setup.

  3. Ignore the enhanced conversion instructions. Just click on Next.

  4. Choose Manual installation and click Next.

  5. Fill in purchase in the Action Name field.

    If you are not setting up a purchase event, you should check the Bing Ads Event Mapping for the appropriate action name (e.g. add_to_cart)

  1. Choose Track event on inline action under When do you want to track this event?. Ignore the code generated below and click Save and next.

  2. You are done. Your conversion goal should populate with conversions from the Bing Ads Connection.

Repeat the steps above for all the conversion goals you want to report on in Bing Ads
Once you have installed your Converge Connection, you should pause or remove all existing Bing Ads tracking. Leaving these on will lead to duplicate tracking.

Bing Ads requires implementing consent mode. In EEA, conversions may be ignored if consent is not explicitly granted.

You should configure consent mode through your cookie banner, or instrument it manually according to the documentation.

The Converge connection will automatically pick up on the configured consent configuration.

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Converge functionality

This integration supports the following Converge connection functionality.

Converge FeatureSupported
Custom Events
Filters
Server-side Conversions

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Event Mapping

Converge automatically maps the following events from the Converge Event Spec to the Bing Ads spec.

Converge Event NameBing Ads Event Name
Viewed Productview_item
Viewed Collectionview_item_list
Added To Cartadd_to_cart
Started Checkoutbegin_checkout
Added Payment Infoadd_payment_info
Placed Orderpurchase
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