In advertising today, Bing Ads and Google Ads are powerful tools that offer marketers the ability to track user actions and conversions, enabling data-driven optimization for campaigns. They dominate the online advertising world, offering marketers the opportunity to reach millions of users globally.

On the other hand, conversion tracking is the cornerstone of successful ad campaigns, allowing businesses to understand which ads lead to sales, sign-ups, or other valuable actions. 

Want to know which is best for your needs? This article will compare Bing Ads conversion tracking with Google Ads, helping you understand their differences.

Conversion tracking: The basics

Conversion tracking is the process of measuring specific user actions that are valuable to a business, such as purchases, form submissions, or sign-ups. In digital advertising, these conversions are tracked using pixels, tags, or other tools that record interactions after a user clicks on an ad. Accurate conversion tracking allows advertisers to evaluate the success of their campaigns, adjust ad spending, and better understand customer behavior.

Conversions can be categorized based on business goals. Common types include:

• Sales: Direct purchases on an e-commerce site.

• Leads: Form submissions, phone calls, or newsletter sign-ups.
• Sign-ups: Registrations for accounts or memberships.

Google Ads conversion tracking

Google Ads offers a streamlined process for setting up and managing conversion tracking:

To set up conversion tracking in Google Ads, advertisers define a conversion action within the platform, specifying the type of conversion they want to track. Google then provides a tracking tag, which can be placed directly on a website or through Google Tag Manager.

Tracking methods includes:

• Google Tag Manager (GTM): GTM is a preferred tool for managing Google Ads conversion tags, especially for complex setups.

• Pixel Tracking: Google Ads offers JavaScript-based tags, commonly called “pixels,” which are placed on conversion pages to track user actions.

Bing Ads conversion tracking

Bing Ads, now known as Microsoft Advertising, also provides conversion tracking through its Universal Event Tracking system, which operates similarly to Google’s conversion tracking tools.

For Bing Ads conversion tracking to be achieved, advertisers create a UET tag, which tracks all user actions on their website. The tag is flexible, allowing advertisers to define custom events and conversion goals.

Bing Ads also supports third-party integrations like RedTrack, which can provide additional insights and support multi-channel attribution.

Key differences: Bing Ads vs. Google Ads conversion tracking

Several key differences exist between Bing Ads and Google Ads in terms of conversion tracking:

• Setup complexity: Bing’s UET allows for a simpler setup process by using a single tag, while Google Ads may require separate tags for different actions.

• Tracking methods: Google relies heavily on Google Tag Manager and direct tag implementation, while Bing’s UET tag simplifies tracking across the site.

• Data accuracy: Both platforms face challenges with data accuracy due to ad blockers and privacy restrictions, but Google’s ecosystem can provide richer, cross-platform insights.

Common conversion tracking challenges

Both platforms encounter common challenges in conversion tracking including bing ads conversion tracking such as:

• Tracking code installation errors: Incorrect placement of tracking codes can lead to missing or inaccurate data.

• Data discrepancies: Differences in reporting times, attribution models, and user behavior can create discrepancies between platforms.

• Cross-device tracking difficulties: Tracking user journeys across devices remains challenging, particularly when users switch between mobile and desktop.

Advanced conversion tracking settings strategies

For advertisers looking to optimize their campaigns, advanced strategies are available on both platforms:

• Attribution modeling: Attribution models determine how conversion credit is distributed across user interactions. Google Ads offers various models like last-click, first-click, and data-driven, while Bing also provides multi-touch attribution.

• Retargeting campaigns: Both platforms support retargeting, allowing advertisers to re-engage users who did not convert initially.

• Custom conversion tracking: Both Google and Bing allow advertisers to define custom conversion events based on specific business needs.

Industry-specific conversion tracking

Different industries benefit from unique conversion tracking strategies, like:

• E-commerce: Both platforms track sales and product interactions, but Google Ads offers Shopping Ads, which enhance tracking and visibility for e-commerce sites.

• Service-based businesses: Phone call tracking is valuable for service-based businesses; both platforms, including bing ads conversion tracking, offer call tracking capabilities.

• B2B marketing: B2B marketers benefit from tracking lead generation and form submissions; CRM integration with platforms like Google and Bing can enhance lead tracking.

Best Practices for Conversion Tracking

To ensure accurate and reliable conversion tracking, follow these best practices:

• Verify tag installation: Always verify that your tracking tags are correctly installed and firing.

• Test conversion tracking: Use test conversions to confirm that your setup works before launching campaigns.

• Monitor and adjust: Regularly review conversion data and adjust your campaigns as necessary to maintain accuracy.

Conclusion

Both Google Ads and Bing Ads offer valuable conversion tracking tools, but each platform has its unique strengths. 

Google’s extensive tracking options are ideal for businesses looking for detailed insights across a broad audience, while Bing’s UET tag provides a simplified tracking solution for advertisers targeting Microsoft’s audience. 

By understanding the differences and leveraging the strengths of each platform, advertisers can create effective campaigns that drive valuable conversions and maximize ROI.