Bing Ads Destination

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

Connection Modes
Source	Cloud mode	Device mode	Hybrid mode
Web

Supported Message Types
Source	Identify	Page	Track	Screen	Group	Alias	Record	AudienceList
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.

Setup

1. In your RudderStack dashboard, set up a source.
2. Go to the Overview tab of your source and select Add Destination > Create new destination.

3. Select Bing Ads from the list of destinations. Then, click Continue.

Connection settings

Other settings

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:

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.

See the Bing Ads documentation for more information on the UET parameters.

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 dashboard setting. Then, include the email and phone properties in your events.

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.

Consent management

If you configure the consent settings for the Bing Ads destination in the RudderStack dashboard, then:

• The core SDK prevents the Bing integration from loading unless the user grants the required consent.
• If the user changes the consent status mid-session, then a page reload is required for the changes to take effect. This ensures that the SDK re-evaluates the consent settings and does not load the Bing Ads integration if the consent is revoked.

When consent is not configured

If you do not configure the consent settings in the RudderStack dashboard, then the Bing Ads SDK is already loaded and active. In this case, you must inform the Bing SDK explicitly if the user revokes or updates consent mid-session.

An example of a mid-session consent update is shown below:

window.uetq = window.uetq || []; 
window.uetq.push('consent', 'update', { 'ad_storage': 'denied' });

The above snippet instructs the Bing SDK to stop any data collection. In this scenario:

• No page reload is required
• Any new requests made by the Bing SDK will include the updated consent values.