Learn how to enable campaign analytics, create goals, and add tracking codes to your webpage to track conversions and other site activities.

You can track conversions and other site activity for any of your campaigns by creating goals and pasting tracking code into the related webpages. We highly recommend reading My ad’s getting clicks, but are they leading to sales? prior to following the steps below.


For campaign analytics to work, your Bing Ads account must be Enabled and cookies must be enabled on your site visitors' computers. Many computer users disable cookies, and conversion tracking does not work for these visitors.

Enable campaign analytics
  1. Click Tools (found in the the top right corner), and then click Campaign Analytics.
  2. Next to Analytics status, click Edit.
  3. Click Enable analytics.
  4. Click Apply.
  5. Under Goals, click Create goal.
Create a goal
  1. On the Create goal page, enter a descriptive name for the goal in the Goal name box.
  2. In the Conversion step name box, enter a descriptive name for the conversion you want to track.
  3. In the Step name box, enter a name for the step, and then, in the Type list, select the type of activity that you want to track.
  4. To track revenues, do one of the following:
    • If you earn the same amount for each conversion, such as a registration fee, click Constant, and then, in the Value box, enter the amount.
    • If you earn a variable amount for each conversion, such as a sales total, click Variable.
  5. To track costs, select the types of expenses you want to track.
  6. Under Conversion period, in the Number of days list, select the number of days of visitor activity you want to track prior to the conversion. Then select the maximum number of days you would like to allow between the time when your ad is clicked and the conversion.
  7. Click Save and generate code to save a goal step.

    Once you've saved a goal you can add additional steps, but you can delete saved steps only by deleting the goal itself and starting again.

  8. To create additional steps for the goal, click Add step and repeat step 3 above.
Add tracking code to your webpage
  1. In the Tracking code section, in the Step list, select a goal step.
  2. In the box to the right of the Step list, copy the tracking code for the selected goal step.
    Copy the code by doing one of the following:
    • Click Copy code.
    • If you are using Mozilla Firefox, select the code, and then press CTRL+C.
  3. Identify a conversion page on your website. A conversion page is one that represents a business transaction—usually a purchase or sign-up confirmation page, since this page appears only after a customer has completed a transaction. On this webpage, paste the code snippet between the <body> and </body> tags, immediately above the </body> tag. For example:

    <script type="text/javascript">if (!window.mstag)
    mstag = {loadTag : function(){},time ...
  4. Save your edited webpage.

You can begin tracking conversions and analytics data using campaign analytics reports after about four hours. Take a look at Improve campaign effectiveness by using performance reports for more information.

  • If you are tracking variable revenue or any costs, the code that Bing Ads generates will include placeholder variables for that data. You will need to create a Javascript function to provide that data.
  • Using jQuery or similar mechanisms to load your tracking code script can interfere with how Bing Ads campaign analytics works. If you have questions, please contact Support
  • Because of the different ways conversions can be measured, Bing Ads campaign analytics doesn't always match third-party data. For example, conversion-tracking scripts can count one conversion per click or multiple conversions per click. For more information or assistance, please contact Support.
  • At Bing Ads, we are committed to protecting the integrity and confidentiality of your data.

    The data we collect from your website when you are using Yahoo Bing Network conversion tracking helps report statistical information about your online campaigns within the Yahoo Bing Network.

    The data is received by us alone, and it is not shared with third parties or otherwise used for unrelated purposes on a non-aggregate, individual form.

    Our processes and procedures may be subject to change. This note describes our current practices with respect to this particular service, and does not cover any future modifications or changes that may occur over time.