How Conversion works with Bing Ads
Conversion connects to Bing Ads, now Microsoft Advertising, so the first-party audiences you build in Conversion can reach buyers on Microsoft's search network. Those audiences draw on the contact, company, engagement, and Salesforce data in Conversion. Visits from your ads are recorded by the Conversion tracking script and tied to contacts once visitors identify themselves, so paid search traffic can be followed through to pipeline.
What you can do
First-party audiences on Microsoft search
Sync a Conversion audience, such as contacts on open opportunities or at target accounts, so the same buyers can be reached on Microsoft's search network.
Paid search visits, classified
The Conversion tracking script records each visit from your ads. Visits from Bing whose UTM parameters mark them as paid are classified as Paid Search, separate from organic search, social, and AI referral traffic.
From first click to pipeline
When a visitor fills out a form, their earlier visits attach to the new contact along with a first-touch channel and UTM values. Those fields can sync to Salesforce, and opportunities sync back into Conversion, so paid search contacts can be tracked through to pipeline.
