Bing Ads

HockeyStack's Bing Ads integration pulls your campaign data into HockeyStack and connects it with your marketing, revenue, and product data. This allows you to track through your ad spend and ad insight data.

A Microsoft 365 Admin account is required to approve the Bing Ads integration with HockeyStack.

What Data Gets Tracked as Metadata

The following fields are tracked and stored during the integration process:

Field	Description
account_id_hashed	A hashed version of the account ID for secure storage.
type	The type of tracked data, such as paid-ads.
date	The date of the ad activity, formatted as YYYY-MM-DD.
id	A unique identifier for each data row, generated as an MD5 hash.
metadata	A JSON object containing detailed metadata about the campaign and ad.
account_id	The original account ID associated with the ad.
network	The advertising network, such as Bing Ads.
campaign_id	The unique ID of the campaign.
adgroup_id	The unique ID of the ad group.
ad_id	The unique ID of the ad.
campaign_name	The name of the campaign.
adgroup_name	The name of the ad group.
ad_name	The name of the ad.
keyword	The keyword associated with the ad.
utm_source	The source of the traffic, such as bing.
utm_campaign	The campaign name, URL-encoded if necessary.
utm_medium	The medium of the traffic, such as paid.
utm_content	Content-specific identifier for the campaign.
utm_term	The keyword associated with the campaign, if applicable.
impressions	The total number of impressions for the ad.
clicks	The total number of clicks for the ad.
cost	The total cost of the ad campaign in the specified currency.
currency	The currency in which the ad costs are measured (e.g., USD).

High-Level Integration Flow

1. Ad Data Retrieval:

   • Campaign, ad group, and ad data are fetched using the Bing Ads API.

   • Performance metrics, including impressions, clicks, and costs, are retrieved for each campaign.

2. Analytics and Data Processing:

   • The integration processes raw data into a structured format.

   • Impressions, clicks, and cost metrics are extracted and formatted.

3. Data Formatting:

   • The formatData function processes the raw data into a structured format, ensuring consistency in metadata.

4. Data Insertion:

   • Formatted data is stored in the metadata system using insertToMetadata.

   • The account’s lastPulledDate is updated to avoid duplicate data processing.

Notes and Caveats

• Token Handling:

  • The integration uses BING_CID and BING_CS to authenticate all requests to the Bing Ads API

  • token is refreshed every time

For more information about metadata, check out our documentation article on the HockeyStack Data Model: The HockeyStack data model