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Overview

Destination Type:
Client-side

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Installation instructions

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

1. Set up the Destination

  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
    bing-1
  6. In the Converge sidebar, click on
    Event streams
    and then click Create new Destination.
  7. Select the Microsoft Ads (Bing Ads) destination and click Next.
  8. Give your destination a name (e.g. Microsoft Ads Destination) and click Next.
  9. Fill in the Tag ID you copied from Microsoft Ads and click Next.
  10. Select Use default mapping and click Next.
You can find the Default mapping for the Microsoft Ads destination here. For more information on setting up Custom mappings, look here.
  1. Select the sources you want to forward events from, then click Next.
This is a client-side destination, meaning that only client-side sources can be used with this destination. You can still select server-side sources but the events will not be send to Microsoft Ads.
  1. Review any issues and click Submit.

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.
bing set up conversion action
  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)
bing install event tag
  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 Destination.
Repeat the steps above for all the conversion goals you want to report on in Bing Ads
Once you have installed your Converge Destination, 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 destination will automatically pick up on the configured consent configuration.

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Modify your Content ID

The Converge Bing Ads Connection will use the Default content mode to define the Content ID forwarded by default. However, you can configure the connection to use explicity the Product ID, the Variant ID or SKU instead.
  1. Navigate to your Microsoft Ads (Bing Ads) Destination, click on Configuration.
  2. Click on the Configuration-subtab
  3. Open the Advanced configuration (optional) section
  4. Pick your desired Content ID, and click on Save
List of Content ID Modes
Content ID ModeBehavior
DefaultUse the variant_id if available, otherwise use the product_id
Product IdAlways use the product_id
Variant IdAlways use the variant_id
SKUAlways use the sku

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Converge functionality

This integration supports the following Converge destination 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
$page_loadpage_view
Viewed Productview_item
Viewed Collectionview_item_list
Added To Cartadd_to_cart
Searchedview_search_results
Started Checkoutbegin_checkout
Added Payment Infoadd_payment_info
Placed Orderpurchase