Connect Bing Ads with SegMetrics

BingSegMetrics gives you the ability to analyze your Bing Ads campaign performance and connect it to other data sources.

With that information, you can easily segment that data into your leads, find the automation triggers that convert to customers, understand where your most valuable leads are coming from, and more!

In This Article

  • Integration Overview
  • How to connect Bing Ads to SegMetrics
  • How to connect payment information to Bing Ads contacts
  • How much historical data is synced when you first connect Bing Ads to SegMetrics?
  • How to build a Report with Bing Ads
  • Frequently asked questions

Integration Overview

SegMetrics takes the spend from Bing Ads and purchases from your payment processor then connects them to the email addresses in your email marketing platform. 

You don't need to import the orders or tag people in a special way: they just need to be in your CRM account!

How to connect Bing Ads to SegMetrics

  1. Head over to your Integrations page in your SegMetrics account

  2. Once you're on the Integrations page, click on the BingAds integration

  3. Click Connect BingAds

  4. If you're not already signed in to your Bing account, you'll be prompted to do so
  5. Confirm the connection with Bing
  6. Once you have connected Bing Ads, you'll want to add the tracking value to your ads so that SegMetrics can connect individual users to each click on your ads. Follow the instructions on the screen, or check out our doc on Setting Up BingAds Tracking

How much historical data is synced when you first connect Bing Ads to SegMetrics?

When you connect a new Bing Ads Data Source, we import the last month of ad spend, clicks and impressions for all currently active ads. Lead attribution will start as soon as the ads are configured for tracking.

Pro Tip: Once Bing Ads is connected and actively syncing data, we store the data that's collected in our own database. This allows us to accumulate more data over time as more data syncs are made so that you can report on more historical Bing Ads data in your SegMetrics reports.

How to build a Report using Bing Ads data

Once your data is imported from Bing Ads, you can create reports with the data to see how each touchpoint influences your sales.

  1. Head over to the Advertising report

  2. Select your desired filters based on dates, tags and touchpoint

  3. Save it to come back to or to include the data in a custom dashboard

Frequently Asked Questions

What time zone is Bing Ads data synced in?

Bing Ads data is synced in UTC. SegMetrics reports on your data based in the timezone that you set in your Account Settings. 

Why am I not seeing clicks but not any leads in SegMetrics?

When tracking Bing Ads with SegMetrics, you will need to configure your ads with the appropriate tracking value.

In order for SegMetrics to track your ad-spend effectively, you need to add  ad_id={AdId}  to the Final URL Suffix in the Ad URL Options. You can also add this code at the Account, Campaign or Ad Group level to automatically apply it to all ads. Instructions for this can be found on Microsoft's documentation, here

If you would like to automatically generate your UTM values from your ads as well, you can use the following URL Parameters to track the ad-spend as well as UTM values in SegMetrics.


If you're still not seeing leads come through, please contact us at and we'll get you up and running ASAP!

Here's how to set up your ad-tracking for Bing Ads

  1. Make sure that the SegMetrics Tracking Pixel is installed on your site & landing pages.
  2. From your Integrations Page, click on "Manage Settings" for Bing Ads, and choose "Install Ad Tracking"
  3. Here will be a list of all the ads that we've detected as currently being active, and need to be updated.
  4. Go into Bing Ads to install the tracking values into the appropriate ads.

Do I need the tracking pixel to get the data found in my Bing Ads account?

You do not need to create a Tracking Link for SegMetrics to track visitors from ads, it will still gather the UTM data. Tracking Links provide a simple way to get further detail of exactly which link they clicked for ads, email broadcasts, or campaigns.

To learn how to create a tracking link, click here to be taken to our URL builder quick walkthrough

Warning about URL Shorteners

It has come to our attention that most URL Shorteners will remove all UTM and Ad Tracking from the final URL,which breaks tracking in SegMetrics, Google Analytics, Keap, and any other tracking systems that you may use. We highly recommend using your FULL URL when creating ads, or use a custom redirection service that will keep the UTM and Ad Tracking values.

You can test this by taking your link shortener, and adding ?utm_campaign=test to the end of it.


Shortened URL
Test URL

If your final URL has the UTM value still attached, then your URL shortener will work. If not, we recommend using the full URL.

(NOTE: USED to pass UTM values to the final page, but they discontinued that feature. Be mindful that third party systems can change at any time)

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