Bing Ads Destination

Destination Info
Connection Modes
Device-mode Cloud-mode
Web Web
Mobile Mobile
Server Server

Bing Ads enables Marketers to track and monitor campaigns, clicks, CTRs, spend and budget. Bing Ads lets you place cross-device product ads in front of Bing, Yahoo, and MSN customers and support imported pay-per-click ad campaigns from third-party platforms like Google AdWords. With Bing Ads you can also retarget ads to customers after they complete an action like leaving a shopping cart or viewing a product without purchasing. Learn more about all you can do with Bing Ads here. You can also browse the code on GitHub.

Getting Started

Before you start, make sure Bing Ads supports the source type and connection mode you’ve chosen to implement. You can learn more about connection modes here.

Web Mobile Server
📱 Device-mode ⬜️ ⬜️
☁️ Cloud-mode ⬜️ ⬜️ ⬜️

Before you can track conversions or target audiences, you need to create a UET tag in Bing Ads and then add it to the destination settings. Follow the steps within the Bing Ads documentation to create a UET tag.

Once you have created the Tag ID, you can follow the steps below:

  1. From the Segment web app, click Catalog.
  2. Search for “Bing Ads” in the Catalog, select it, and choose which of your sources to connect the destination to. Note the source must be sending events using our JavaScript library Analytics.js.
  3. In the destination settings, enter your Tag Id

Your changes appear in the Segment CDN in about 45 minutes, and then Analytics.js starts asynchronously loading Bing Ads’ snippet on your page and sending data.

Note: You’ll only be able to include one Tag ID per source so make sure to associate the conversion goals to the correct Tag ID that is included in your settings.


If you’re not familiar with the Segment Specs, take a look to understand what the Page method does. An example call would look like:

// name and properties are optional;

Page events will be sent to Bing Ads as a Page Load event where name and properties are optional.


If you’re not familiar with the Segment Specs, take a look to understand what the Track method does.

In order for us to map your track events to a Conversion Goal, you’ll first need to create the goal on your Bing Ads account:

  1. Click the Campaigns tab, and then on the left pane, click Conversion Tracking.
  2. Under Conversion Tracking, click Conversion Goals.
  3. On the conversion goals page, click Create conversion goal.
  4. Enter a name for your goal in the Goal name box. When naming your goal, use a descriptive name that makes sense to you. (For example, “Checkout page”)
  5. Choose the Event type of conversion and click Next.
  6. Fill in the appropriate values. Make sure to add the Segment event name as the label field and to associate the goal to the correct Tag (UET Tag) that is set up in your Segment source.

creating a goal in Bing Ads

Only the event name is required - other properties are optional. An example track call is shown below:

// Segment event
analytics.track('Order Completed', {
    category: 'tools'
    revenue: 25,
    ... // additional properties

Label: Event Name ('Order Completed' in this case)

Value: revenue property

Category: category property

Action: always sent with value of track


Script unverified or undetected by third-party tool

Many times this is a limitation on the tool’s detection process, where the detector is looking for a specific HTML element on your page. Our client side analytics.js library asynchronously loads the tool’s library or pixel onto the page. As such, the detection fails.

In order to confirm that the tool’s library or pixel is actually loaded onto the page, you can open up the JavaScript console and go to the network tab when the page is loading.

Checking network tab to see if script loads

If the script isn’t loading, check that any form of ad blocker is disabled.


Segment lets you change these destination settings from the Segment app without having to touch any code.

Setting Description
Tag ID
string. Your Bing Universal Event Tracking Tag ID

This page was last modified: 15 Jul 2022

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