Bing Ads Reference
Destination Info
Supports Track calls
Supports HIPAA mode
Supports forwarding from the Google Tag Manager Integration
Refer to this destination as Bing Ads in the Integrations object
If you've configured multiple Tag IDs, you can choose a specific one by suffixing the Tag ID, such as:
Bing Ads::1234123456. You can retrieve this value from the Bing Ads configuration page for the Tag ID of interest.
Connection Modes:
Web
Mobile
Server
When using Server-Side connection mode you are using a Proxy Integration for Bing Ads. This destination runs on Freshpaint's servers, but emulates a native installation of the Bing Ads Tag. That means the integration behaves the same as if you did a native installation of Bing Ads, but the data first flows through Freshpaint before it's sent to Bing. See our docs on proxy integrations for more information.
This is a reference document for the Bing Ads destination. For information on how to set up this integration, see the Quick Start guide.
Page Load Events
Note that the freshpaint.page() function will not send an event to the server side Bing destination. You must either use the autotrack page view event, or you may disable the autotrack page view event and generate a custom page_view event. Please see Multi-Config Reference for more information.
Freshpaint automatically sends a Page Load event to Bing Ads when a user loads any page on your website where the Freshpaint Autotrack snippet is present.
Freshpaint always provides the following parameters to Bing Ads for page load events:
Bing Ads parameter
Description
ti
Tag ID. This is the UET Tag ID you configured for the Bing Ads destination.
evt
This will be pageLoad
ea
Event Action. This will be "track", unless an action is specified as part of a Custom conversion
el
Event Label. This will be the name of the Freshpaint event.
lg
This will be en-us
msclkid
msclkid (Microsoft Click ID) is generated at ad click time and appended to the landing page URL. Freshpaint will automatically capture msclkid for events from your website. If you wish, you may provide $msclkid as an event property to override the automatically captured value.
If using HIPAA Mode, this is a Recommended Allow List property.
If $msclkidisn't available, this is set to 'N'
p
The Page URL is always set to /, to avoid sending PHI to Bing
r
The Referrer is always set to /, to avoid sending PHI to Bing
mid
The UET Instance / Page ID is set to a unique hashed value
sid
The Session ID is set to a unique hashed value
vid
The Anonymous User ID is set to a unique hashed value
Track Events
When you send an event to Bing Ads, you can track conversions from your ad campaigns based on those events.
Freshpaint always provides the following parameters to Bing Ads for track events:
Bing Ads parameter
Description
ti
Tag ID. This is the UET Tag ID you configured for the Bing Ads destination.
evt
This will be custom
ea
Event Action. This will be "track", unless the action property is specified as part of a Custom conversion
el
Event Label. This will be the name of the Freshpaint event.
msclkid
msclkid (Microsoft Click ID) is generated at ad click time and appended to the landing page URL. Freshpaint will automatically capture msclkid for events from your website. If you wish, you may provide $msclkid as an event property to override the automatically captured value.
If using HIPAA Mode, this is a Recommended Allow List property.
If $msclkidisn't available, this is set to 'N'
mid
The UET Instance / Page ID is set to a unique hashed value
sid
The Session ID is set to a unique hashed value
vid
The Anonymous User ID is set to a unique hashed value
See Bing Ads' reference documentation of all the parameters their API accepts.
Client-side
Freshpaint uses the Bing Ads Universal Event Tag to send events to Bing Ads. You may provide the following additional event properties:
Freshpaint property
Bing Ads parameter
Type
Required?
Description
category
ec
string
Optional
Event category defined as you wish. Can be used as an additional filter criterion for conversion goals.
revenue
gv
number
Optional
Value of the conversion in USD. Must be between 0 and 9999999 with up to 3 decimal places.
Server-side
Freshpaint's servers use the same API as the client-side Bing Ads Universal Event Tag. You may provide the following additional event properties:
category
ec
string
Optional
Event category defined as you wish. Can be used as an additional filter criterion for conversion goals.
currency
gc
string
Optional
Currency of the conversion value, "USD" by default. See the list of supported currency codes.
event_value
ev
number
Optional
Event value defined as you wish. Can be used as an additional filter criterion for conversion goals. Must be between 0 and 9999999 with up to 3 decimal places.
label
el
string
Optional
if label not specified, event name is sent
tpp
tpp
string
Optional
value or total or revenue
gv
number
Optional
Value of the conversion. Must be between 0 and 9999999 with up to 3 decimal places.
Vertical: eCommerce
pagetype
pagetype
string
Optional
product_id
prodid
string
Optional
ecomm_category
ecomm_category
string
Optional
ecomm_totalvalue
ecomm_totalvalue
number
Optional
Vertical: Hotel
hct_base_price
hct_base_price
number
Optional
hct_booking_xref
hct_booking_xref
string
Optional
hct_checkin_date
hct_checkin_date
string
Optional
hct_checkout_date
hct_checkout_date
string
Optional
hct_length_of_stay
hct_length_of_stay
string
Optional
hct_pagetype
hct_pagetype
string
Optional
hct_partner_hotel_id
hct_partner_hotel_id
string
Optional
hct_total_price
hct_total_price
number
Optional
Vertical: Travel
travel_destid
travel_destid
string
Optional
travel_enddate
travel_enddate
string
Optional
travel_pagetype
travel_pagetype
string
Optional
travel_originid
travel_originid
string
Optional
travel_startdate
travel_startdate
string
Optional
travel_totalvalue
travel_totalvalue
number
Optional
Considerations
Conversions may take up to 2 hours to appear in your Bing Ads Conversion Goals.
Troubleshooting
Conversion events not showing up in Bing Ads Dashboard: For an event to show up as a conversion event it must have a msclkid property. You can validate that events going to bing have this msclkid property using the Freshpaint Liveview.
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