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Conversion tracking for Bing to Hubspot

Sandeep Takhar 5 Reputation points
2025-07-17T22:42:19.23+00:00

Hi there,

I need to connect Microsoft Bing Ads to Hubspot for conversion tracking, and also want to be able to close the feedback loop by feeding closed/won deals back into my ad campaigns. How do I do this?

Thanks,
Sandeep

Bing | Other
Bing | Other

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  1. James Hebdon 0 Reputation points
    2025-10-02T20:44:10.8+00:00

    Despite what the Ami stated, as of right now there is no native integration with Microsoft Ads - which is pretty remarkable since there is LinkedIn integration and it's been an asked-for feature for years.

    Sandeep, the best you can do is to fully populate your tracking templates with the parameters that HubSpot uses to associate conversions. Have an account & campaign level tracking template and make sure to have auto-tagging on so you can pass the MSCLKID (Microsoft Click ID). If you want to close the loop, you can upload offline data.

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  2. Anonymous
    2025-07-18T02:26:24.46+00:00

    Hello, Sandeep Takhar

    Welcome to Microsoft Q&A

    Thank you for your feedback. Connecting Bing Ads with HubSpot not only allows you to track online conversions but also sends customer data from completed transactions back to the advertising platform, creating a complete marketing loop. Here are some steps to follow:

    1. Ensure that the HubSpot tracking code is installed

    This is usually the first step when using HubSpot. Please ensure that your HubSpot tracking code is correctly installed on every page of your website.

    Path: In HubSpot, click the gear icon in the top-right corner to access Settings > select Tracking & Analytics from the left-hand menu > Tracking Code.

    2. Install the Bing UET tag

    The UET tag is Bing Ads' “pixel,” used to track user behavior on your website.

    Log in to your Microsoft Advertising account.

    Go to Tools > UET Tag.

    Create a new UET tag (if you don't already have one) and obtain its JavaScript code.

    Install this UET tag code on every page of your website. The simplest method is to use Google Tag Manager (GTM) or add it directly to the <head> or <body> section of your website. It is recommended to place it alongside the HubSpot tracking code.

    3. Enable automatic tagging in Bing Ads

    This is the most critical step in the entire process! Automatic tagging automatically appends an msclkid (Microsoft Click ID) parameter to the end of your ad's target URL. HubSpot captures this ID and uses it to associate future offline conversions with specific ad clicks.

    In your Microsoft Advertising account, click Shared Library > URL Options in the bottom-left corner.

    Check the box for Add Microsoft Click ID (msclkid) to my target URL.

    Click Save.

     

    Send offline conversion data back (from HubSpot to Bing Ads)

    This is the core of achieving “closed-loop feedback.” When you mark a deal as “closed” in HubSpot, HubSpot sends this event along with its value (deal amount) to Bing Ads.

    Important prerequisite: This feature requires a HubSpot Marketing Hub Professional or Enterprise subscription.

    1. Connect your Bing Ads account in HubSpot

    In HubSpot, click the gear icon in the top-right corner to access Settings.

    In the left-hand menu, navigate to Marketing > Ads.

    Click the Connect Account button in the top-right corner.

    Select Microsoft Advertising and follow the prompts to log in and authorize your Bing Ads account.

    2. Create a conversion event in HubSpot

    You need to tell HubSpot what actions qualify as “valuable conversions” and should be sent back to Bing.

    In HubSpot's Ads tools (Marketing > Ads), click the Conversions tab.

    Click the Create Event button in the top-right corner.

    Event Trigger:

    Event Type: Select Transaction.

    Life Cycle Stage: Select Closed Won. This means that the event will only be triggered when the transaction enters this stage.

    Conversion Value:

    Select Use Deal Amount. This allows Bing Ads to know the specific revenue generated by each conversion.

    If your deals do not have an amount, you can select “Do Not Set Value” or “Use Custom Value.”

    Event Name: Give this event a clear name, such as HubSpot Deal Won or CRM Closed. Remember this name, as it will be used in the next step.

    Associated Ad Network: Ensure your Bing Ads account is selected.

    Click Create Event.

    3. Create the corresponding “Offline Conversion Goal” in Bing Ads

    Now, you need to create a “container” in Bing Ads to receive the data sent from HubSpot.

    Log in to your Microsoft Advertising account.

    Go to Tools > Conversion Goals.

    Click the + Create button.

    Select Offline as the conversion type you want to track. Click “Next.”

    Target Name: Must match the event name you set up in HubSpot exactly! For example, enter HubSpot Deal Won.

    Revenue: Select Conversion action values may vary, and leave the default value blank or set to 0, as HubSpot will send the actual transaction amount.

    Other settings (such as counting, conversion window, etc.) can be configured according to your business needs. Typically, the default settings are sufficient.

    Click Save and Next, then complete the setup.

    I look forward to your feedback.

    Best Regards, 

    Ami | Microsoft Q&A Support Specialist

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