Monthly Archives: April 2011

Tracking Bing PPC Conversions in Google Analytics

I recently had a head-scratching experience with a client of mine on why Google AdWords PPC conversion data was being recorded with e-commerce tracking in Analytics, but Bing PPC transactions were not.

I spent a goodly amount of time Googling for the answer and after about an hour of searching, I finally found a post by “Whims” in the Google Support Forums that explained the often overlooked setting in Analytics that needs to be enabled in order for PPC tracking to work from search engines that are not Google.

The information provided by “Whims” can be found here.

Specifically, Whims says:
“In the google analytics interface, find the correct GA profile and click “edit” to the right of the applicable profile. When the page opens for the profile settings, on the top right click the link that says “check status” next to where it says Receiving Data.. and on the next page that says Tracking Code.. just below where it says Instructions for Adding Tracking, click on the Advanced tab and make sure to tick the option “I want to track online ad campaigns from other providers”.

But this is not all that is required.

Within your Bing PPC campaigns, you need to make sure that each of your Ad’s “destination URL”s have utm tracking parameters appended. You do not need to do this with Google AdWords destination URL’s because Google Analytics and Google AdWords are connected at deep levels and those parameters are automatically inferred from your AdWords campaign data. But with Bing PPC, you need to pass the parameters so that you get proper source/medium data for your Bing PPC campaigns specifically.

The parameters you pass are:
1. utm_source (e.g. utm_source=Bing)
2. utm_medium (e.g. utm_medium=PPC)
3. utm_campaign (AUTO)
4. utm_term (AUTO)
5. utm_content (AUTO)

The campaign, term, and content parameters can be automatically provided by Bing and passed to your Analytics.

So a URL for an Ad in Bing would look like this:{keyword}&utm_content={AdID}&utm_campaign={OrderItemID}

A great summary (older now, because Yahoo! & Bing have merged platforms) can be found here:

So in summary, you need to actually do 3 things to track Bing PPC conversion in Analytics:

1. Add UTM parameters to your Bing PPC destination URL’s as described above.

2. You must enable the “I want to track online ad campaigns from other providers” on the Advanced Tab of the “Check Status” settings link in Analytics. This is turned off by default.

3. Ensure that you enable E-commerce tracking within Analytics. When you first log into Analytics, click the “Edit” button that exists to the right of the Analytics account summary screen. In the first section “Main Website Profile Information”, you’ll see a line called “E-commerce Website:”. By default, it says “No”. Click the “Edit” link in the gray bar all the way to the right (same bar that the Main Website Profile Information header is in) and set that E-commerce Website option to “Yes” and save the settings.

Helpful Google Tools: Google Wonder Wheel

The Google Wonder Wheel is a tool that most search marketers, especially beginners in the field, will appreciate. It provides visual representation of search results that are relevant to the query you submitted. It’s a great way to quickly see related keyword phrases that might have escaped your view in a more traditional text listing of phrases.

It’s really very easy to use. In your browser, go to Google, and type in and submit a search query. Under the Google logo on the left, you’ll see a list of other options. Look under the header of “All Results” and you’ll see a link to “Wonder Wheel”. Click on it – and wonder at the wheel!

For example, I did a Google search for “Green Industry Marketing” and when I clicked on the Wonder Wheel link, it shows me this:

If I then click on “green industry marketing businesses”, I see this:

Using the Google Wonder Wheel is great for three reasons:

  • It makes keyword searching more fun – and things that make our work more fun are worth it!
  • It let’s you find other keyword phrases you might not have thought of, so it makes you a more thorough internet marketer – and your customers will swoon over your brilliance in finding those phrases no one else is using or paying for.
  • Google Wonder Wheel is a very user-friendly tool. As I said before, it would be great for “beginners” to perform keyword research that might otherwise feel overwhelming when presented in long text lists that don’t so easily reveal other opportunities at a click.

Try it out. As with any other tool, it’s results are not 100% perfect. You get out of it what you put into it. If your search is too general or broad, you might end up with an “endless wheel”, where the constant clicks you have to do to dig to anything relevant far outweigh the use of the tool. But it works wonders when you have a fairly targeted phrase you want to use and you’re looking for other relevant opportunities.