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Conversion Tracking on Bing Ads Now Report More Accurately on Apples’ Intelligent Tracking Prevention

Bing Ads ensuring its conversion tracking feature works better on Safari brower rolls out an fix for Apples’ Intelligent Tracking Prevention, so that conversions can report accurately and in full across Bing Ads campaigns.

The feature woks same as Google’s campaign tracking solution that involve a new Google Analytics cookie.

Advertisers are now requred to enable auto-tagging of the Microsoft Click ID in the settings option in their Bing Ads accounts. Once enabled, “the Universal Event Tracking (UET) tag will set a cookie on a website’s domain to capture Microsoft Click ID from the ad URL that brought the customer to a website,” explains Bing Ads team. The landing page URL now look something like www.contoso.com/?msclkid=123abc.

It can be set at the account level under the URL options page of the Shared Library by checking the box, “Add Microsoft Click ID (MSCLIKID) to URLs to allow conversion tracking.” This option is selected by default when creating new conversion goals. Those with more than one account must make sure to check the box within each account.

See the screen shot below of this process:

This allows Bing Ads to connect any conversions from a visitor back to the search ads that may have assisted in that conversion. In addition, UET tag will also set a session ID cookie on a website’s domain to help improve the accuracy of conversion tracking.

Advertisers must note, that only the JavaScript version of the UET tag will set cookies for the Microsoft Click ID and session ID. Those, who are using the non-JS version will require switching.

When enabled the following process occurs:

  • Bing Ads will automatically add a unique click ID to the landing page URL after a user clicks on an ad.
  • The UET tag will set a first-party cookie called _uetmsclkid on the advertiser’s site to capture the Microsoft Click ID from the URL. (Without auto-tagging enabled, the Microsoft cookie is set on Bing.com as a third-party.)
  • The UET tag also sets a first-party session ID cookie on the advertiser’s domain to help improve the accuracy of the conversion tracking. (This already happens by default and isn’t related to the auto-tagging.)
  • Bing Ads can then tie any conversion event back to the search ad clicks that assisted in the conversion via the click ID, until the _uetmsclkid expires after 90 days, explains bing ads.

You can learn more about the cookies set by the UET tag, including how to opt out, by visiting the Help page here, and visit this page for additional resources on our conversion tracking feature. Or watch the walk-through videos below:

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