Bing Search attribution, without the guesswork
Looking for a more scalable attribution solution? Roadway is purpose-built to help growth marketers discover what works, cut what doesn't, and drive more return on digital marketing spend.
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Why growth marketers need better Bing Search attribution
Bing may deliver a smaller share of clicks than Google, but its audience skews toward professionals, enterprise buyers, and higher-income demographics. For many companies, these users represent outsized deal value—but Bing’s reporting makes it hard to prove. Native attribution focuses on impressions and click-throughs, stopping short of tying spend to revenue. As a result, marketers struggle to justify Bing budgets, and the platform often gets written off as a side experiment rather than a growth lever.
The consequence? Teams overlook Bing’s cost efficiency, miss incremental pipeline, and fail to capitalize on a channel that often produces stronger ROI per click than Google.
Done right, Bing Search attribution should give you confidence in three areas:
Which queries, ads, and campaigns influence revenue?
Go beyond basic CTR and see exactly how Bing campaigns tie to opportunities and revenue.
Where does Bing deliver incremental value over Google?
Understand when Bing captures net-new demand versus overlapping with existing Google performance.
How should I manage budget allocation across search engines?
Spot underperforming spend, scale the keywords that convert profitably on Bing, and balance your mix for maximum return.
Until attribution is clear, Bing will always be under-credited and underfunded.
Turn Bing Search into a predictable growth channel with Roadway
Bing’s native reporting leaves revenue out of the equation, making it hard to understand whether campaigns are actually worth scaling. Marketers are left with surface-level metrics that don’t tell the whole story.
Roadway fixes this by tying every Bing query, campaign, and ad group to pipeline and revenue outcomes. With that visibility, you can see where Bing delivers incremental lift, compare performance against Google, and invest with confidence.
Capture revenue impact, not just clicks
Roadway maps Bing campaigns directly to pipeline and closed-won revenue, giving you visibility into Bing’s true ROI.
Use AI to optimize cross-channel spend
Roadway identifies where Bing campaigns outperform Google, flags wasted spend, and recommends smarter allocation across platforms.
Build attribution your way
With Roadway, you’re not forced into one-size-fits-all models. Create attribution rules that give Bing fair credit in multi-touch journeys and highlight its unique influence.
The result: Bing evolves from a side project into a measurable, scalable growth channel—backed by revenue-level clarity you can trust.
We’ll build it for you—in a scalable and flexible workspace
Flexible and fast integration options
One-click connectors
Warehouse-native
Bring your full-funnel metrics into one place
Marketing metrics
- Visits
- Unique visitors
- New visitors
- Sign up conversion rate
- Sign ups
- Account creation conversion rate
- Accounts created
Sales metrics
- Leads
- Lead to opportunity conversion rate
- Opportunities
- MQL conversion rate
- Marketing qualified leads (MQLs)
- SQL conversion rate
- Sales qualified leads (SQLs)
- Closed won conversion rate
- Closed won
- Closed lost
Revenue metrics
- New customer conversion rate
- New customers
- Total revenue
- New customer revenue
- Expanded customers
- Expansion customer revenue
- Reactivated customers
- Reactivated customer revenue
- Contracted customers
- Contraction revenue
- Churned customers
- Customer churn rate
- Churned revenue
- Revenue churn rate
- Average revenue per user
- Average revenue per customer
Marketing spend metrics
- Marketing spend
- CAC
- Payback period
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Frequently asked questions
How does Bing Search attribution work?
Bing Search attribution measures how queries, keywords, and ad clicks in Microsoft Ads contribute to real business revenue. Native Bing reporting focuses on impressions and conversions, but it often stops short of showing how those interactions lead to closed-won deals. This makes it difficult to see whether Bing is generating incremental value or just duplicating Google Search results. Roadway solves this by connecting Bing Ads performance directly to your CRM or warehouse, mapping every keyword and campaign to revenue outcomes. That way, you can prove the exact revenue impact of Bing and scale budgets with confidence.
Which Bing Search attribution model should I use?
The right Bing Ads attribution model depends on how your buyers move through the search journey. Last-click attribution often over-credits branded Bing queries that close quickly, while ignoring the broader terms that spark consideration. First-click and position-based models highlight discovery and assistive queries, but still don’t connect directly to revenue. Roadway gives you the flexibility to build custom attribution for Microsoft Ads: weighting branded and non-branded queries differently, setting longer attribution windows, and running multi-touch attribution for Bing to understand the true revenue contribution of every search.
Does Roadway require a data team to set up and maintain?
No. Roadway makes Bing Ads ROI tracking accessible to marketers without the need for heavy analytics resources. Once connected to your warehouse or CRM, Roadway automatically ingests Bing Ads data, applies prebuilt attribution models, and layers in AI insights. This setup delivers revenue-level reporting by keyword, ad group, and campaign in hours—not weeks—without relying on engineering or custom SQL queries.
Can Roadway show the incremental revenue Bing adds beyond Google?
Yes. One of the biggest challenges in Microsoft Ads attribution is proving that Bing delivers incremental value, rather than just duplicating what you already capture on Google. Roadway highlights where Bing queries and campaigns drive unique revenue, so you can see exactly how much incremental growth the platform contributes. This makes it easy to justify Bing budgets and demonstrate its role as a true revenue driver.
How fast can I see results with Roadway?
With Roadway, Bing Ads revenue attribution goes live the same day you connect. Its warehouse-native architecture and prebuilt attribution models ingest Bing campaign data, auto-map queries, and spin up dashboards within hours. You’ll get immediate visibility into which keywords generate revenue, which waste spend, and how to reallocate budget across Google and Bing to maximize ROI—without tagging headaches or long setup times.