Connect Bing keywords to CRM pipeline and revenue.

Spectacle connects to Microsoft Advertising in 10 to 15 minutes and attributes every lead, deal, and payment to the Bing campaign and keyword that started the journey. Microsoft Advertising records the click and whatever its UET tag fires on. Spectacle records the CRM stages and payments that follow, and reports cost per deal by keyword next to Google Ads on the same page.

At a glance

• Category: Ad network
• Setup time: 10 to 15 minutes
• Authentication: OAuth 2.0, Microsoft Advertising user with access to the ad account
• Microsoft Advertising plan: Any Microsoft Advertising account
• Spectacle plan: All Spectacle plans (Essential, Scale, Enterprise); company-level attribution on Scale and Enterprise
• Direction: Microsoft Advertising → Spectacle only. Conversion and audience sync to Microsoft Advertising available on request.
• Objects: Campaigns, ad groups, keywords, spend
• Sync: Spend: near real time, from the first tracked click
• Docs: /docs/microsoft-ads
• Marketplace: Not applicable, direct connection over the Microsoft Advertising API

The gap in Microsoft Advertising's own reporting

Most Microsoft Advertising accounts are imported from Google Ads, keywords included, so they inherit the same reporting limit. Microsoft Advertising counts conversions where its UET tag fires, inside a click window of up to 90 days, with no view of what a lead became in HubSpot, Salesforce, or Pipedrive, or what it paid in Stripe. A keyword that costs 3x the account average and produces 22 form fills looks like a winner until someone checks how many of the 22 became deals. Because Bing is the secondary channel, nobody does.

Spectacle sits underneath: a first-party tracking snippet on your domain, tracking parameters that resolve every Bing visit to its campaign and keyword, and CRM and payment outcomes on the same timeline as the click.

What syncs

• Campaigns, ad groups, and keywords: Structure imported so every visit resolves to the campaign and keyword that paid for it. Tracking is configured automatically; existing UTMs are respected
• Ad spend: Cost imported from the first tracked click and joined to journeys for cost per SQL and cost per closed deal

The setup steps, including the Google Ads import setting to switch off, live in the Microsoft Ads docs. This page summarizes; Docs is the source of truth.

What you get

• Cost per SQL and per closed deal by keyword. Bing spend joined to CRM outcomes at campaign, ad group, and keyword level, so an imported keyword is judged on the pipeline it produced on Bing.
• Microsoft Advertising and Google Ads on one report. Both networks attributed with the same journey window and the same 4 models, so cost per deal is comparable across the two.
• Revenue attribution across the whole journey. Closed-won value from the CRM or payment value from Stripe distributed across every touchpoint, including the Bing click 5 months before the deal.

Pairs with

Google Ads · HubSpot · Salesforce · Pipedrive · Stripe

A B2B software company judged its search spend on form fills. With the CRM connected in Spectacle, a Google Ads keyword costing 3x the account average had produced zero deals at identical traffic to keywords that had, and Performance Max reported 7,000 clicks for the period against 1,600 visits Spectacle had tracked. The Microsoft Advertising account was an import of the same campaigns, so the same keyword check ran there from the same cost-per-deal report. (Anonymized.)