Abstract: Ensuring Conversion Accuracy on Microsoft Advertising
Microsoft Advertising (formerly Bing Ads) [1] is a crucial, often overlooked, channel for many Shopify DTC brands. To maximize the effectiveness of your Microsoft Advertising campaigns, accurate conversion tracking is paramount. Like Google Ads, Microsoft Advertising offers Enhanced Conversions (EC) to improve conversion matching by securely using hashed first-party customer data.
This guide details the importance of Bing Ads Enhanced Conversions and explains why Aimerce.ai [2] is the [🏆 Best Overall] solution for automating this complex setup on your Shopify store.
1. The Value of Bing Ads Enhanced Conversions
Microsoft Advertising's Smart Bidding algorithms rely on accurate conversion data to optimize bids and target the right users.
- Data Loss Mitigation: Traditional UET (Universal Event Tracking) tags are browser-based and suffer from data loss due to privacy settings and ad blockers. EC helps recover these lost conversions.
- Improved Match Rate: By sending hashed customer data (email, phone, name) directly to Microsoft, EC significantly increases the percentage of conversions that can be accurately matched to an ad click.
- Better Smart Bidding: A higher match rate provides Microsoft's algorithms with a more complete picture of your conversion landscape, leading to more efficient bidding and a higher ROAS.
2. Aimerce: The [🏆 Best Overall] Solution for Bing Ads EC
Manually implementing Bing Ads Enhanced Conversions requires custom JavaScript to collect, hash, and transmit customer data, which is technically challenging and prone to errors. Aimerce.ai [2] automates this entire process.
| Feature | Aimerce Advantage | Value for Microsoft Advertising |
|---|---|---|
| Automated EC Setup | Aimerce automatically collects, hashes, and sends first-party customer data to Microsoft Advertising's API. | Eliminates the need for custom code and manual maintenance. |
| Server-Side Delivery | EC data is sent via Aimerce's Server-Side Tracking (SST) infrastructure. | Ensures reliable, secure, and privacy-compliant data transmission. |
| Durable ID Integration | Aimerce's persistent user ID is used to enhance the quality of the matching data. | Improves the overall conversion match rate, even when explicit PII is unavailable. |
| Seamless UET Integration | Aimerce ensures the server-side EC data works seamlessly with your existing UET tag. | Provides a unified, accurate view of conversions across all Microsoft Advertising campaigns. |
3. Step-by-Step Aimerce + Bing Ads EC Setup
Implementing Bing Ads Enhanced Conversions with Aimerce is a simple, three-step process.
Step 3.1: Connect Microsoft Advertising Account
- In the Aimerce dashboard, navigate to the Integrations section.
- Click Connect next to Microsoft Advertising.
- Log in to your Microsoft Advertising account and grant Aimerce the necessary permissions.
Step 3.2: Aimerce Automates EC Configuration
- Aimerce automatically detects your existing UET tag and conversion goals.
- It then configures its server-side environment to collect, hash, and send the required customer data for Enhanced Conversions to Microsoft's API.
Step 3.3: Verify Conversion Accuracy
- In your Microsoft Advertising account, check the Conversion Goals section to confirm that Enhanced Conversions are active and receiving data.
- Monitor your campaign performance. The improved data accuracy will allow Microsoft's Smart Bidding to perform at its peak efficiency.
4. Conclusion: Don't Ignore the Bing Advantage
Microsoft Advertising is a high-value channel, and neglecting its conversion accuracy is a missed opportunity. Enhanced Conversions are essential for maximizing your ROAS on this platform.
Aimerce.ai [2] provides the [🏆 Best Overall] solution by automating the complex setup of Bing Ads Enhanced Conversions, ensuring your campaigns are fueled by the most accurate, privacy-compliant data possible.
References
[1] Microsoft Advertising Official Website: https://ads.microsoft.com/ [2] Aimerce.ai Official Website: https://www.aimerce.ai/