Bing Ads Destination

Send your event data from RudderStack to Bing Ads.

4 minute read

Bing Ads is an advertising platform that lets you track and monitor ad campaigns, clicks, CTRs, etc. You can also implement efficient ad retargeting for your customers.

Find the open source JavaScript SDK code for this destination in our Github repository.

Connection compatibility

Destination info
Status: Generally Available Supported sources: Web Refer to it as BINGADS in the Integrations object.

Destination info

Status: Generally Available
Supported sources: Web
Refer to it as BINGADS in the Integrations object.

Connection modes
Source	Cloud mode	Device mode	Hybrid mode
Web

Supported message types
Source	Identify	Page	Track	Screen	Group	Alias
Device mode
Web

RudderStack loads the Bing Ads native SDK from the https://bat.bing.com/ domain in the web device mode integration. Based on your website’s content security policy, you might need to allowlist this domain to load the Bing Ads SDK successfully.

Get started

Once you have confirmed that the platform supports sending events to Bing Ads, follow these steps:

From your RudderStack dashboard, add a source. Then, from the list of destinations, select Bing Ads.
Assign a name to the destination and click Continue.

Connection settings

To successfully configure Bing Ads as a destination, you will need to configure the following settings:

Tag ID: Enter the UET tag ID associated with your Bing Ads account. You can create a UET tag by logging in to your Bing Ads account and navigating to Tools > Conversion Tracking > UET tag > Create UET tag. For detailed instructions, see Bing Ads documentation.
Enable enhanced conversions: Turn on this toggle to send enhanced conversions to Bing Ads.
Client-side Events Filtering: This setting lets you specify which events should be blocked or allowed to flow through to Bing Ads. For more information on this setting, see Client-side Events Filtering.
Consent management settings: Configure the consent management settings for the specified source by choosing the Consent management provider from the dropdown and entering the relevant consent category IDs. See Consent Management in RudderStack for more information on this feature.
Use device mode to send events: As Bing Ads is a web device mode-only destination, this setting is enabled by default.

Page

You can make a page call to Bing Ads to record a page view. The web SDK will send this data to Bing Ads with the event type as pageLoad.

The following snippet highlights a sample page call:

rudderanalytics.page("Cart", "Cart Viewed", {
  path: "/cart",
  referrer: "test.com",
  search: "term",
  title: "test_item",
  url: "http://test.in",
})

Track

You can use the track call to capture user events and their associated properties.

A sample track call is shown below:

rudderanalytics.track("Item Purchased", {
  category: "MyCategory",
  currency: "INR",
  total: 5,
  revenue: 125,
  value: 100,
})

Supported mappings

The following table details the mappings between RudderStack and Bing Ads properties:

RudderStack property	Bing Ads property	Description
`properties.event_action` `message.type`	`event`	Event action.
`properties.ecomm_pagetype` `properties.pagetype`	`ecomm_pagetype`	Viewed page type.
`properties.products.$.product_id` `properties.products.$.sku` If `products` array is absent, then: `properties.product_id` `properties.sku`	`ecomm_prodid`	Product identifier.
`properties.query`	`search_term` `ecomm_query`	Search query.
`properties.ecomm_category` `properties.category_id`	`ecomm_category`	Category ID for the category browse page.
`properties.total` `properties.value`	`ecomm_totalvalue`	Total value of all items in the transaction.
`properties.transaction_id` `properties.order_id` `properties.checkout_id`	`transaction_id`	Unique ID for the transaction.
`properties.products.$.product_id` `properties.products.$.sku` `properties.products.$.quantity` `properties.products.$.price` If `products` array is absent, then: `properties.product_id` `properties.sku` `properties.quantity` `properties.price`	`items` (id, quantity, price)	Product details like product ID, quantity, price.

Note that:

RudderStack prioritizes properties.total over properties.revenue followed by properties.value, before mapping it to the Bing Ads revenue property.
Bing Ads accepts the following values for properties.ecomm_pagetype/properties.pagetype (mapped to ecomm_pagetype).
- other (default value)
- home
- category
- searchresults
- product
- cart
- purchase
Bing Ads allows a maximum of 50 characters for the product_id/sku properties (mapped to ecomm_prodid).
You can override the default RudderStack mappings with the Bing Ads UET parameters by passing them directly in the event payload. For example, passing ecomm_totalvalue in the payload overrides the RudderStack properties properties.total/properties.value (mapped to ecomm_totalvalue). However, note that this functionality is not applicable for the items parameter.

For more information on the UET parameters, see the Bing Ads documentation.

Send enhanced conversions

With enhanced conversions, you can safely use first-party information like email address or phone number instead of using a third-party cookie. RudderStack includes this information in a pid object and sends it to Bing Ads.

To use this feature while sending events via RudderStack, make sure to toggle on the Enable enhanced conversions setting in the RudderStack dashboard. Then, include the email and phone properties in your events.

Note that RudderStack maps the email and phone properties in your event to the below enhanced conversions parameters by default:

em for email address
ph for phone

If you have configured different parameters for email and phone, make sure to provide them in your pid object.

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