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The Microsoft Ads marketing source allows you to see platform-specific metrics (e.g. Ad Spend) in Converge. To send data from Converge to Microsoft Ads, check out the Microsoft Ads Destination instead.

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Set up the Marketing source

  1. Navigate to the Marketing Sources Tab in your Converge dashboard.
  2. Click on Connect a new ad platform and then choose Microsoft Ads (Bing Ads).
  3. Name your ad platform sync: e.g. Microsoft Ads | {Ad Account ID} and then press Sign in with Microsoft. Go through the installation.
  4. Once the Microsoft Ads account has been linked, you can select your Microsoft Ads account.
  5. Once a Microsoft Ads account is selected, you can select your conversion events.
The selected conversion events will be used by Converge to sync the Purchase, Revenue, and related fields in the attribution dashboards. If multiple events are selected, the respective values will be summed up. If no events are selected, all conversion events will be used.
The list of conversion events map to the Conversion goals defined in Microsoft Ads.
Converge will also sync all individual conversion events into separate columns automatically.
  1. After pressing Create your Microsoft Ads metrics will stream into Converge.
If you encounter the AADSTS650052 error, your Microsoft Ads account has insufficient permissions to provide access to Converge. You can find more information in Microsoft Ads’ documentation here.There are two conditions for you to be able to authenticate:
  1. Your account requires Allow user consent for apps access (see “Configure User Consent Settings” here).
  2. You need a Business account, not a personal one. Personal accounts let you access the Microsoft Ads portal yourself, but don’t allow you to authenticate to a 3rd party like Converge. You can verify your account type under Settings > My Settings > Signed In With in the Microsoft Ads portal.

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Converge functionality

This integration supports the following Converge marketing source functionality.
Converge FeatureSupported
Sync FrequencyEvery hour
Custom Conversions

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Set up your Converge Tracking Parameters

  1. Navigate to your Microsoft Ads Manager
  2. Navigate to
    Campaigns
    > Settings in the side-bar.
    Bing
  3. Choose Account level options from the top bar.
  4. Under Tracking template, copy and paste the following tracking template. 
    {lpurl}?utm_source=bing&utm_medium=paid&utm_campaign={Campaign}&utm_content={AdId}&cvg_source=bing&cvg_adid={AdId}&cvg_cid={CampaignId}
    Bing URL Params
  5. Scroll down and click on Save.

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Supported metrics

We support a variety of metrics to help you analyze your ad performance on Microsoft Ads. Click on each category to expand and see the specific metrics available.
The Attribution Overview Report provides a high-level snapshot of your ad performance, including efficiency and engagement metrics.
MetricDescription
Ad SpendThe total amount of money spent on your Microsoft Ads.
ROASThe attributed revenue generated for every unit of currency spent on Microsoft Ads.
CTRThe average percentage of people who clicked on your Microsoft ad after seeing it.
CPAThe average cost associated with actions from your Microsoft Ads.
CPCThe average cost per click on your Microsoft Ads.
CPMThe average cost per thousand impressions of your Microsoft Ads.
ConversionsThe number of Microsoft-attributed purchases that happened because of your Microsoft Ads.
ClicksThe total number of clicks on your Microsoft Ads.
ImpressionsThe number of times your Microsoft Ads were on-screen.
The Channels Report tab provides a detailed comparison of performance metrics across advertising channels, campaigns, ad sets, and ads, helping you understand the most effective elements.
MetricDescription
PurchasesThe total number of purchases as attributed by Microsoft to Microsoft Ads.
RevenueThe total revenue generated as attributed by Microsoft to Microsoft Ads.
ROASThe return on ad spend as attributed by Microsoft to Microsoft Ads.
CPAThe cost of acquiring a conversion as attributed by Microsoft.
Ad SpendThe total expenditure on Microsoft Advertising.