Microsoft (Bing) Ads Tracking & Attribution with LeadMetrics

What the Microsoft Ads integration does

LeadMetrics connects to your Microsoft Advertising account and syncs campaigns, ad groups, ads, their status and daily metrics including spend. LeadMetrics then combines these costs with the leads, deals and payments coming in through your website, your CRM or your payment provider.

That gives you cost per lead, cost per deal, revenue and ROAS per campaign and per ad for Bing too – in the same dashboard as Google Ads, Meta Ads, TikTok Ads and LinkedIn Ads. You drill down from channel to campaign to ad group to the individual ad. In the ad analysis you compare up to four ads side by side, even across projects and platforms.

Attributing Bing leads

For LeadMetrics to attribute leads to your Microsoft ads, add UTM parameters or the LeadMetrics ad parameters to your landing page URLs. The LeadMetrics script captures these parameters on the visit and stores them in the session. When that person submits a form later, LeadMetrics matches the lead to the session – via session ID, email address or phone number, up to 90 days back.

For reporting you can use first-click or last-click attribution. That shows you whether Bing brings in new contacts or mostly picks up deals that started on other channels.

What the integration doesn't do

Unlike Meta, Google Ads, TikTok and LinkedIn, LeadMetrics does not send events back to Microsoft Ads. Leads, purchases or won deals are not sent server-side to your Microsoft Advertising account. The integration is data sync plus attribution: costs come from Microsoft Ads, leads and revenue from your website, your CRM and your payment providers – together they give you the real numbers per campaign. You then adjust budgets and bids in Microsoft Ads yourself – based on revenue and ROAS instead of clicks alone.

Analyze, monitor, share

Your synced Microsoft Ads data is available everywhere in LeadMetrics: in dashboard widgets like the ad table, top/flop ads or funnel analysis, in alerts with daily thresholds on ad metrics (shown in the app), and in the AI Marketing Copilot, which explains your campaigns based on live data. For clients or colleagues you create a share link to the dashboard or a PDF report that can be emailed automatically on a schedule.

How to set it up

1. Connect your ad account

   Connect your Microsoft Advertising account to your project in LeadMetrics.

2. Install the tracking script

   Add the LeadMetrics tracking script to your website so visits and leads are captured.

3. Tag your landing page URLs

   Add UTM parameters or LeadMetrics ad parameters to the landing page URLs of your ads.

Learn more

• Lead tracking & attribution
• Dashboards & drilldown
• UTM builder
• Guide: Campaign tracking with UTM and click IDs