Bing Ads has updated its conversion tracking and will now count conversions based on the time of the ad click.
In a related update, Bing Ads will now report on Assists based on the time of the ad click that contributed to a conversion.
Bing says it’s implementing these changes after listening to feedback from advertisers.
As a result, advertisers can expect improvements to the performance of ad schedule bid modifiers. They will now align better to the time of the click, rather than the time of the conversion.
Bing offers an example to illustrate how advertisers will notice the effects of these changes in day-to-day reporting.
I’ll paraphrase Bing’s example in the points below.
- Day 1: A user clicks on an ad for ‘keyword 1’ and looks through the website but doesn’t make a purchase.
- Day 2: The same user clicks on another ad from the same business, but for a different keyword (keyword 2). The searcher adds a product to their cart.
- Day 3: The user manually visits the website once more and buys the product they added to their cart on day 2.
With respect to the example above, Bing Ads will report on the conversion event and assist event based on the time of the related ad click.
While this change rolls out, websites that typically have longer conversion windows may see some fluctuations in their reporting as the new data stabilizes.
Websites that typically lead to conversions shortly after the click will likely not see much change in reporting as a result of this update.
Bing Ads will continue to use a last-click attribution model for conversion tracking.
Advertisers utilizing auto-bidding will not need to take any action on their own, as the algorithm optimizes using historical data.