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Bing Ads

Ensure that you never serve another irrelevant advertisement with Bing Ads

Supported syncing

Sync TypeDescriptionSupported Sync ModesAPI reference
EventsSync offline conversion events with data from any sourceInsertOffline conversion reference
AudiencesCreate new or use an existing audience to sync usersAdd, RemoveCustomer list item reference

Connect to Bing Ads

Go to the Destinations overview page and click the Add destination button. Select Bing Ads and click Continue. You can then authenticate Hightouch to Bing Ads using OAuth.

Click Log in to Microsoft Bing Ads , log in with your Microsoft Ads account, and click Allow. Hightouch requires access to manage your ads account and see your email address. Once successful, you will be redirected back to Hightouch to enter a descriptive name for your destination and complete setup.

Sync configuration

Once you've set up your Bing Ads destination and have a model to pull data from, you can set up your sync configuration to begin syncing data. Go to the Syncs overview page and click the Add sync button to begin. Then, select the relevant model and the Bing Ads destination you want to sync to.

Whether you're syncing events or audiences, begin your configuration by selecting the Microsoft Ads account you want to sync data to.

Syncing events

When syncing offline conversion events, Hightouch treats any records added to your source as new events and sends them to Bing Ads when your sync runs.

To ensure syncs send each event, your event model must use a truly unique primary key. See the events syncs documentation for more information.

Conversion goal name

Select the conversion goal name to associate with the offline conversions. Your options populate depending on the Microsoft Ads account you selected at the beginning of the sync configuration.

Event timestamp

You can optionally select a column that contains timestamps of when events occurred. If this field is empty, Hightouch uses the time the event arrives at the server. Hightouch syncs the timestamp as the ConversionTime parameter the Microsoft Advertising API requires.

The timestamp field must also:

  • be in Coordinated Universal Time (UTC)
  • be later than the recorded Microsoft Click ID
  • be within the conversion goal window
  • be within the last 90 days

For more information, see Microsoft Bing Ads' official documentation.

Field mapping

Hightouch lets you sync event fields via field mapping. You can map data from any of your model columns to supported event fields. The Microsoft Ads API requires the Microsoft Click ID field, so you must map it to complete your configuration. Ensure your model columns data types match the data types of the fields you want to sync to.

Syncing audiences

You can use Hightouch to insert and update audience members in a the Bing Ads customer match list audience. Users removed from the model get removed from the audience.

To sync to a customer match list audience, you need to first create a customer list and accept terms and conditions in the Microsoft Advertising UI.

Select an existing audience or create a new one

You can create a new audience or use an existing one. When creating a new audience, you can optionally enter a name; otherwise, Hightouch defaults to the name of the associated model. To use an existing audience, select the desired audience from the dropdown.

User identifiers

Bing Ads requires you to identify which users to add or update in an audience on a valid Email. Select the model column that contains user emails.

Bing Ads doesn't support mapping any other fields. For more information, see Microsoft Bing Ads' official documentation.

Increase match rates in Bing Ads audiences by enabling Match Booster.

Handling PII

By default, Hightouch automatically detects if your Email field requires hashing and hashes the value before sending requests to Bing Ads if needed.

Tips and troubleshooting

Matched users count

Below only applies to the audiences sync type.

Hightouch retrieves the audience metadata from Bing Ads in real-time. The matched number displayed in Hightouch should reflect what you see in Bing Ads. Note that the matched numbers are approximated to maintain privacy thresholds. Hightouch takes the matched count to calculate a match rate for your sync, where applicable. The calculation breakdown:

matched_user_count / # of rows queried in the latest sync run

The match rate is


calculated when:
  • syncing to an existing segment because the total number of records to ever be uploaded to the segment is unknown
  • removed users from your model is not removed in Bing Ads because the matched user count would be inflated in the calculation

Common causes for low match rates:

  • Your audience model is too small. Most ad platforms do not display the matched number unless there's at least one thousand matched users to maintain privacy thresholds.
  • The upload is still processing. We recommend waiting at least

    72 hours

    from the first sync run for numbers to settle.
  • Your data isn’t cleaned or hashed properly. Hightouch does most of the cleaning and hashing for you, but it’s still good to make sure that the data is as clean as possible. Note that Hightouch can not clean your data if you opt to hash it yourself, so ensure you follow the data cleaning requirements for Bing Ads.

Common errors

If you encounter an error or question not listed below and need assistance, don't hesitate to . We're here to help.

8003: CustomerListTermsAndConditionsNotAccepted

To sync to a customer match list audience, you need to first create a customer list and accept terms and conditions in the Microsoft Advertising UI.

For more information, read the Bing Ads documentation.

Error uploading audience XXX, bulk operation failed: - (4835) - InvalidAudienceId in path

Check the Bing Ads UI to make sure the audience from your sync configuration exists. If the audience no longer exists, you need to create a new sync.

For additional errors, read the Bing Ads error codes documentation.

Live debugger

Hightouch provides complete visibility into the API calls made during each of your sync runs. We recommend reading our article on debugging tips and tricks to learn more.

Sync alerts

Hightouch can alert you of sync issues via Slack, PagerDuty, SMS, or email. For details, please visit our article on alerting.

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Last updated: Mar 28, 2023

On this page

Supported syncingConnect to Bing AdsSync configurationSyncing eventsSyncing audiencesTips and troubleshootingMatched users countCommon errorsLive debuggerSync alerts

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