Why Track Microsoft Ads With ClickMagick
Microsoft Ads (formerly Bing Ads) often brings cheaper clicks than Google, but its own conversion tracking faces the same problems as every pixel: blockers, device switching and late purchases. If you're judging Bing on incomplete data, you may be cutting a profitable channel.
ClickMagick tracks Bing visitors with first-party code, credits sales correctly, and sends those conversions back to Microsoft so its bidding learns from real results.
What the Integration Does
| Feature | What it gives you |
|---|---|
| Click and conversion tracking | Sales and leads credited to Bing campaigns, ad groups and keywords |
| Ad cost import | Spend pulled in, so ROAS is calculated automatically |
| Audience Optimization | Your tracked conversions sent to Microsoft in real time |
| Enhanced conversions | Captured visitor details sent with conversions for better matching |
| Click Shield | Rules that exclude bots and repeat clickers via exclusion audiences |
Setup Steps
- Finish Campaigns trackingYour site needs ClickMagick's tracking code and conversions set up first. See our setup guide.
- Turn on auto-tagging in Microsoft AdsSo each click carries Microsoft's click ID.
- Connect the integrationFrom Integrations in your ClickMagick account menu.
- Create an Offline conversion goalIn Microsoft Ads. ClickMagick warns that any other type stops Audience Optimization working.
- Enable enhanced conversionsIn Microsoft Ads, then click "Set Defaults" and "Update Conversion Goals" in ClickMagick's Audience Optimization.
- Use the new goal in your campaignsSelect it in campaign settings so bidding optimises on ClickMagick's conversions.
Ad Costs and ROAS
ClickMagick lists Microsoft among the platforms whose cost data it pulls in, and its pricing page lists Auto Cost Update from the Starter plan. With spend and tracked revenue side by side, ROAS for Bing campaigns is calculated automatically.
See our ROAS guide for what to do with the numbers.
Bing vs Google: Read Them Separately
Importing Google campaigns into Microsoft is a common shortcut, but the audiences differ. Keep separate UTM sources (bing and google) so you can compare cost per sale and ROAS side by side. If Bing converts at a similar rate for less, that's budget worth shifting.
Common Mistakes
- Choosing a non-Offline conversion type for the ClickMagick goal.
- Auto-tagging switched off, so clicks can't be matched.
- Leaving the old UET goal as the campaign's optimisation goal.
- Comparing Bing and Google under different attribution models.
Find out whether your Bing ads really pay for themselves.
Try ClickMagick FreeFrequently Asked Questions
Does ClickMagick work with Microsoft Ads?
Yes. Microsoft Ads is one of ClickMagick's built-in ad integrations. ClickMagick can import your ad costs and send your conversions back to Microsoft through Audience Optimization.
What conversion goal type should I use?
ClickMagick's guide says to create the Microsoft conversion goal with the Offline type. Choosing any other type stops Audience Optimization from working.
Does ClickMagick support Microsoft enhanced conversions?
Yes. If you capture visitor details such as email, ClickMagick sends them with each conversion once you enable enhanced conversions in Microsoft Ads and update the goals in ClickMagick.
Is Microsoft Ads worth tracking separately from Google?
Yes. Many advertisers import their Google campaigns into Microsoft, but results differ by audience and cost. Separate tracking shows whether Bing traffic pays for itself.
Do I need auto-tagging on?
Yes. ClickMagick's setup starts by making sure auto-tagging is turned on in Microsoft Ads, so each click carries Microsoft's click ID.