Bing Ads Destination

Segment makes it easy to send your data to Bing Ads (and lots of other destinations). Once you've tracked your data through our open source libraries we'll translate and route your data to Bing Ads in the format they understand. Learn more about how to use Bing Ads with Segment.

Our Bing Ads destination code is open-source on GitHub if you want to check it out.

Getting Started

Bing Ads will record all of your pageviews and events sent via page and track, and then you can use that data to create custom goals and conversions in the Bing Ads interface.

We recommend creating a single Tag in Bing Ads for all the goals in your source. We’ll use that Tag ID load the correct tag onto the page.


Segment will send the event name from your track calls as the custom event label in Bing Ads. So when you create a goal:

creating a goal in Bing Ads

The custom event fields in Bing are mapped as such:

analytics.track('Completed Order', {
        revenue: 33,
        category: 'tools'

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

Value: revenue property

Category: category property


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.

Supported Sources and Connection Modes

📱 Device-based
☁️ Cloud-based

To learn more about about Connection Modes and what dictates which we support, see here.


Segment lets you change these destination settings via your Segment dashboard without having to touch any code.

Tag ID

Your Bing Universal Event Tracking Tag ID

If you have any questions or see anywhere we can improve our documentation, please let us know or kick off a conversation in the Segment Community!