Question

Which Bing Ads destination should I use for my sources or Engage audiences in Segment?
 

Product

Twilio Segment

Environment

Segment Console

Answer

Segment offers multiple Bing Ads destinations, each supporting different data flows and use cases. The best choice depends on whether you want to send event data, sync Engage audiences, or both.

1. Bing Ads (Device-Mode) Destination

• Use case: Send web or app event data (such as page views or conversions) directly from the browser or device to Bing Ads using the Universal Event Tracking (UET) tag.
• Compatibility:
  • Works with web sources using Analytics.js.
  • Not compatible with Engage audience sync (server-side).
• Limitations:
  • Data is sent client-side only.
  • Delivery Overview and server-side observability are not available.
• Recommended for: Tracking real-time user actions on your website.

2. Microsoft Bing CAPI (Conversions API) Destination

• Use case:
  • Send conversion events server-to-server from Segment to Bing Ads using the Conversions API.
  • Also supports Engage audiences as a user-property destination:
    • Engage can send computed traits and audiences to Bing CAPI as user properties.
    • For user-property destinations, an Identify call is sent for each user being added or removed from an audience, with the property name as the snake_cased audience name and a true/false value for membership.
• Compatibility:
  • Supports server-side event delivery and Engage audience sync.
• Recommended for:
  • Server-side conversion tracking.
  • Syncing Engage audiences as user properties for targeting and segmentation.

3. Microsoft Bing Ads Audiences Destination (Beta)

• Use case: Sync Engage audiences directly to Microsoft Advertising’s Customer Match lists (server-side).
• Compatibility:
  • Works with Engage for server-side audience sync.
  • Allows you to keep Bing Ads targeting lists up to date automatically.
• Limitations:
  • Currently in Beta; Some features may change before it's generally available.
  • Initial sync may take 6+ hours; subsequent syncs every 2–3 hours.
• Recommended for: Automatically syncing Engage audiences to Bing Ads for remarketing and targeting.

How to Choose

• For website event tracking: Use the standard Bing Ads (device-mode) destination.
• For server-side conversion tracking and/or syncing Engage audiences as user properties: Use the Microsoft Bing CAPI Destination.
• For syncing Engage audiences to Customer Match lists: Use the Microsoft Bing Ads Audiences Destination.