Bing Ads
Token mode setup using UET tag and offline conversion API. No spend or click reporting.
Bing Ads (Microsoft Advertising) supports token mode for server-side conversion postback. Unlike Facebook, Google Ads, and TikTok, Bing Ads has no OAuth mode and no ad spend or click reporting. If you need spend and click numbers for Bing campaigns, you’ll need to check Microsoft Advertising directly; autonnel does not pull them in.
Prerequisites
- A Microsoft Advertising account with a UET tag created
- A Conversion API token for that tag
Token mode setup
Token mode posts conversion events to Microsoft Advertising’s Conversion API using your UET tag ID and a Conversion API token.
Create a UET tag and get credentials
- Sign in to Microsoft Advertising.
- Go to Tools → UET tag.
- Create a new UET tag or select an existing one.
- Note the Tag ID (numeric).
- For the Conversion API token, go to Tools → Conversion goals → select your goal → Conversion API → Generate token (or use an existing bearer token from your account credentials).
Consult Microsoft’s documentation for the exact path, as the UI changes between platform versions.
Add the platform in autonnel
- Go to Ads in the autonnel admin.
- Click Add platform → Bing.
- Select Token mode.
- Enter a display name, your UET Tag ID, and the access token.
- Save.
Event mapping defaults
| Internal event | Bing Ads event |
|---|---|
PURCHASE | purchase |
PURCHASE → purchase is non-editable. You can add mappings for the remaining internal events. Available Bing Ads events include:
purchase, page_view, add_to_cart, begin_checkout, view_content
Note that Bing Ads uses lowercase snake_case event names, unlike Facebook and TikTok.
Common additional mappings:
| Internal event | Suggested Bing event |
|---|---|
PAGE_VIEW | page_view |
CHECKOUT_VIEW | begin_checkout |
No ad spend or click reporting
Facebook, Google Ads, and TikTok all get an OAuth connect flow, hourly ad-level spend/click/conversion syncing, and a reconciliation view against funnel data (see Ads overview). Bing Ads is not part of that: the Connect button in Settings → Ads is disabled for Bing, and Bing never appears in the Analytics → Ads reconciliation views. Token-mode conversion postback, described above, is the only integration available for Bing today.
Click-ID routing
The msclkid URL parameter identifies Microsoft Advertising traffic. If msclkid is present when an order is created, the purchase postback is routed to the Bing Ads adapter.
Caveats
- Microsoft Advertising rejects offline conversion imports for events older than 90 days. If a postback retry runs after that window, it will be rejected with an error. This is stricter than Meta’s equivalent constraint.
- Bing Ads event names are lowercase. If you create custom conversion goals in Microsoft Advertising, the event name you provide must match the goal name exactly.
- Client-side UET tag events are not sent by autonnel. Inject the UET tag script via Settings → Scripts if you need client-side tracking.
- No spend, impressions, click, or conversion data is pulled from Bing into autonnel.