Conversion tracking helps in matching the impact of each advertising dollar to its business for making better decisions for online advertising campaigns.
Bing Ads has just announced an update to its conversion tracking says they will from now on count conversions based on the time of the ad click that led to the conversion.
In another update, Bing Ads will now report Assists based on the time of the ad click that contributed to a conversion.
As a result of these changes which Bing Ads says are based on users feedback advertisers will see improvements to the performance of ad schedule bid modifiers. They will now align better to the time of the ad click, rather than the time of the conversion.
To illustrate how this change will affect across reporting Bing Ads offers a walkthrough:
- Day 1: A user clicks on an ad for keyword 1 and explores the website to look for a product they want.
- Day 2: The same user clicks another ad this time for keyword 2 on the website and adds a product to their cart.
- Day 3: The user visits the website again and makes a purchase of the product they added in their shopping cart on day 2.
In this case, Bing Ads explains it will report both the conversion event and aid event based on the time of the related ad click.
This will help marketers in understanding the shoppers’ journey and related conversion metrics.
Bing also notes that the last-click attribution model for conversion tracking will remain unchanged.
And, because the Bing algorithm uses historical data for optimization, therefore no actions are required for auto-bidding.
Lastly, as a result of this change, websites that lead to conversions close to the click event will not see much change in reporting.
While websites with longer conversion windows may see some fluctuations in their reporting as the new reporting data stabilizes.
Also, Bing Ads notes, this update will not have any effect on conversion activity on a website, just the reporting data to Bing Ads.
Advertisers those see discrepancies between conversion counts and third-party analytics systems, are advised to refer to this Help Center article.