Microsoft Advertising integration

Microsoft Advertising, formerly Bing Ads, serves search ads on Bing, Yahoo, DuckDuckGo and syndicated partner sites, as well as across the Microsoft Audience Network. Its account structure closely mirrors Google Ads, with campaigns, ad groups, keywords and match types, and many advertisers import their Google campaigns directly, which makes a side-by-side comparison natural.

Dashworx brings in spend, impressions, clicks, conversions and revenue tracked by Universal Event Tracking tags, along with keyword, search term and Quality Score data. Network and device breakdowns show how much traffic comes from Bing itself versus syndicated search partners, which often behave differently and may deserve different bids.

Because the auction and the audience differ from Google’s, the same keyword can cost more or less and convert differently on each engine. Having both platforms in one model lets the team compare keyword by keyword and move budget towards better returns, without stitching two sets of exports together each month. Shared campaign structures mean the comparison holds at ad group level too.