Track Bing Adcenter PPC Keyword Conversions in Google Analytics

Microsoft Bing Adcenter PPC traffic (visits) and keyword conversions can be tracked through Google Analytics.

Set Up Adcenter Keywords’ Visit and Conversion Tracking

Google Analytics can track 5 campaign variables: source, medium, campaign, term and content. To set up Adcenter keyword visit and conversion tracking, append all 5 campaign variables with assigned values to each keyword destination URL:

  • Source (utm_source): e.g. bing
  • Medium (utm_medium): e.g. cpc
  • Campaign (utm_campaign): e.g. google analytics campaign
  • Term (utm_term): e.g. google analytics tips
  • Content (utm_content): e.g. version1

Generate your full tracking URLs through Google’s URL Builder Tool:

    Google Analytics URL Builder Tool

The URL Builder Tool automatically appends all the tracking variables to your Adcenter keyword URL:

http://www.gordonchoi.com/cat/google-analytics/?utm_source=bing
&utm_medium=cpc&utm_campaign=google%20analytics%20campaign
&utm_term=google%20analytics%20tips&utm_content=version1

Update Adcenter PPC Keyword Tracking

Append Google Analytics keyword tracking variables to each of your keyword’s destination URL (or the param1 parameter) through Microsoft Adcenter Desktop Tool, or Adcenter’s interface.

    Adcenter Edit Keyword Destination URL

When adding multiple new keywords to Adcenter, use the “Add Keywords” box and ensure param1 consists of your destination URL with Google Analytics keyword tracking variables.

    Adcenter Bulk Add New Keywords

Review Bing PPC Traffic in Google Analytics Reports

In Google Analytics “All Traffic Sources” report, Bing Adcenter traffic will be reported as Bing / cpc under “Source/Medium”.

Adcenter Conversion Tracking

To keep Adcenter’s keyword conversion, click and cost data reports all in one place (Adcenter), track Bing PPC’s keyword conversions through Adcenter conversion tracking.

Comments

2 Responses to “Track Bing Adcenter PPC Keyword Conversions in Google Analytics”

  1. Tweets that mention Track Bing Adcenter PPC Keyword Conversions in Google Analytics -- Topsy.com on August 18th, 2010 11:29 pm

    [...] This post was mentioned on Twitter by Francesco Tinti, Gordon Choi. Gordon Choi said: PPC Blog: Track Bing Adcenter PPC Keyword Conversions in Google Analytics – http://tinyurl.com/3yw2t6t [...]

  2. Tom Atkinson on November 11th, 2010 3:30 am

    Hi Gordon, nice post. I found it while looking for the best practice for the utm_source parameter for the search alliance. The reason being, our ads can serve in two places from the one account: Bing and Yahoo… and I was wondering if I might confuse myself by adding utm_source=bing and miss out on knowing which portion of traffic came from Yahoo versus Bing. Perhaps I am being overly pedantic, and I should just go with utm_source=bing, since it’s unlikely I will have all that much time to spend optimisaton this compared to what I do with Google (which I barely have enough time for as it is!).

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