Bing Ads

With this dashboard, we give users all the information you need to understand how your Bing Ads are performing. From the overall funnel, down to each campaign and its return on ad spend. You get the full perspective on your campaigns, which then will help you to make data supported decisions and strategies. 


Date: Set the time period you want to investigate

Stage: You can select your preferred pipeline stage. Read more about the Free Tier Stages here

Attribution: Choose the attribution model which is meaningful for your analysis

  • First Touch
  • Last Touch 
  • Linear 
  • U-Shaped
  • W-Shaped

Campaigns: Choose the campaign you want to investigate 

Ad Accounts: Choose the ad account/s you are interested in

Aggregation: Set the time frames you wish to display your data in

Group By: Choose your preferred option

  • Campaign
  • Ad Account


Cost: The total spend on Bing Ads

Impressions: The number of times your Bring ads are shown. Each time your ad appears on someone's feed it is counted as an impression. 

Clicks: The total amount of clicks recorded by Bing Ads

Visitors: ​​The number of unique users who had a website session which originated from Bing Ads during the given time period

Contacts: The number of visitors who we have been able to attach an email to their user id

Companies: The number of companies who are attached to Contacts, or the number of companies in your CRM who we can be attached to any visitor traffic (anonymous)

Deals: The number of deals that are associated with Bing campaigns based on your selected filter

Value: The amount of revenue that is attributed to the Bing campaigns based on your selected filter

Cost Per Mille (cpm): Cost per thousand. This calculation is used to denote the price over one thousand impressions

Click Through Rate (ctr): Clicks divided by Impressions 

Cost Per Click (cpc): Total Cost divided by Clicks

Cost Per Acquisition (cpa): Total Cost divided by Attributable Deals

Return on Ad Spend (ROAS):  Total Attributable Revenue divided by Total Cost

Funnel Overview

Cost → Clicks

In this first section, we provide the top of the funnel for your Bing Ads for the given time period. This data is pulled directly from Bing Ads through our integrations.

Visitors → Contacts → Companies

In the next section, we give an overview of the traffic from Bing Ads which is based on the Tracking script we have on your websites.

Deals → Value

In the third section, we provide the total number of Attributable Deals and Attributable Value (revenue) that can be assigned to Bing Ads based on the filters selected.

To calculate these numbers, we first look at the pool of contacts/companies that visited a Bing Ad based on the dates/filters. Once we have that group, we see what deals were closed after their visit, up to today's date. More importantly, we are only looking at deals where we have a recorded history of sessions; Attributable Deals. This pool of attributable deals will make up the basis for this section. For each of these deals and all their sessions, we will run the Attribution Model you have selected so each session is given a deal and revenue amount.

For both Attributable Deal and Value (revenue), we then provide the sum of these amounts for each session that contains a Bing Ad, depending on which Attribution Model you have selected.

Note: When using First Touch/Last Touch you will get a rounded deal number, as a deal is either First Touch Paid or Not. While with Linear, W-Shaped or U-Shaped you will get a fraction of a deal as most Paid Touchpoints will make up a fraction of the sessions on a deal.

Average Position → Cost per Click → Cost per Acquisition → ROAS

On the fourth row, we provide percentages for some common KPIs, most importantly Return on Ad Spend.

Graphs and Tables

Campaign Performance

In this table, we list each Bing Ad Campaign and their performances (metrics) for the time frame specified by the Date and Aggregate Filter. This will allow you to compare each Campaign in detail, but also compare the performances for specific and detailed timeframes. Filter each column to display the highest/lowest numbers on the top.  

Country Performance

This report shows where your campaign click events happen, and which regions bring more value than others.

Note: You can open a larger view by clicking on the performance title in the top left corner

Campaign Performance over Time

We then provide a graph showing the development of your Bing Ad Campaigns and their generated deals over the period of time specified in your Filters. Use the Aggregate filter to breakdown the X-Axis as you wish e.g. (day, week, month).

This graph makes it easy to see which Campaign is performing best, but also it shows how long it generally takes for a campaign to win the deals. To do that, select a specific Campaign and set the Aggregation Filter by days. This will allow you to get detailed analysis on unique campaigns.

Note: time frame is key so you can give enough time to your campaigns to create value.


In this table, you will get more in depth data on your Bing Ads campaigns. These campaigns are broken down into: different timestamps, cost, impressions, and more. This information helps to evaluate the business outcomes generated through the Bing Ad platform. 

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