Bing Ads can be a powerful tool for driving targeted traffic to your website—but without accurate tracking, it’s impossible to know which campaigns are actually delivering real results. If you’re using Close CRM, there’s an easy way to track the source of your leads and customers, directly attribute them to your Bing Ads, and even measure ROI—all without complex setup or coding.
In this guide, we’ll walk you through how to capture UTM parameters from Bing Ads, track form submissions, and send the data directly to Close CRM. You’ll also see examples of actionable reports you can build once this data is flowing into your system.
Table of Contents
Why Tracking Bing Ads in Close CRM Matters
While Bing Ads offers metrics like clicks and impressions, they don’t tell you which campaigns are turning into actual customers or revenue. Integrating your ad data with your CRM allows you to:
- Identify the true source of customers.
- Attribute revenue to specific ads, campaigns, or keywords.
- Optimize ad spend by focusing on high-performing assets.
With the right setup, you can finally answer questions like:
- Which Bing Ads campaigns generate qualified leads?
- What’s the ROI of my paid search campaigns?
- Which keywords are actually bringing in paying customers?
The Solution: Capture Bing Ads UTM Data in Close Using Attributer
To achieve full UTM parameter tracking, we’ll use a simple yet powerful tool called Attributer. It works by capturing tracking data (like UTM tags) and passing it through hidden fields in your forms—so when someone submits a form, you know exactly where they came from.
Here’s how to set it up in 4 simple steps:
Step 1: Add UTM Parameters to Your Bing Ads URLs
Start by appending UTM parameters to every destination URL in your Bing Ads. UTM parameters are small bits of code added to your links that tell you the source, medium, campaign, and more.
Here’s an example of what a tracked Bing Ads URL might look like:
attributer.io/integrations/close?utm_medium=paidsearch&utm_source=bing&utm_campaign=brand-campaign
We recommend using the following structure for Bing:
- UTM_Medium= paidsearch
- UTM_Source=bing
- UTM_Campaign=[Name of your campaign]
- UTM_Term=[Name of your ad set]
- UTM_Content=[Name of ad]
Need help creating your UTM parameters? Try a free UTM builder like the one available on the Attributer website.
Step 2: Install Attributer and Add Hidden Fields to Your Forms
Once your Bing Ads are tagged, the next step is to set up your site to capture UTM parameters.
After signing up for a free 14-day trial with Attributer, you’ll receive a small JavaScript snippet to install on your site. You can add it directly or use a tag manager like Google Tag Manager.
Most form builders—like, such as Gravity Forms, Typeform, Jotform, and Webflow—make it easy to add hidden fields with a few clicks.
- Channel
- Channel Drilldown 1
- Channel Drilldown 2
- Channel Drilldown 3
- Landing Page
- Landing Page Group
Step 3: Attributer Fills Hidden Fields With Bing Ads UTM Data
When a user clicks on your Bing Ad and lands on your site, Attributer stores the UTM parameters in the visitor’s browser. As the visitor explores your site, this data sticks with them.
Then, when they submit a form, the Attributer automatically writes the UTM information into the hidden fields—without any extra input from the user.
This means you now have a complete record of where that lead came from, including the source of the customer, ad variation, and keyword.
Step 4: Send Form Submissions With UTM Data Into Close
Once the form is submitted, the form tool captures the hidden UTM fields, along with the user’s contact details.
You can now use your form platform’s native Close CRM integration or a middleware like Zapier to send this data directly into Close.
Every lead you capture will now carry attribution data like:
- Source: Bing
- Medium: Paid Search
- Campaign: Spring Sale
- Keyword: Fence Painting
- Ad Content: Ad Variation A
With this data living inside Close, you can build insightful reports to optimize your ad spend and improve campaign ROI.
Why Attributer Is the Smartest Way to Track Bing Ads
There are other ways to track ad performance, but few are as flexible or powerful as Attributer. Here’s why:
- Multi-channel attribution: Track not just Bing Ads, but also Organic Search, Social, Referral, Direct, and more.
- Persistent tracking: Attributer remembers UTM parameters, even if a user browses multiple pages or returns later to convert.
- Landing page capture: It also tracks the user’s first landing page, so you can measure the performance of blog posts, landing pages, and other content assets.
Real Reports You Can Build With UTM Parameter Tracking in Close
Once Bing Ads data is flowing into Close, you can create powerful reports that show what’s truly driving revenue.
1. Leads by Channel
This report breaks down how many leads you’re getting from each marketing channel—paid search, organic, social, referral, etc. It’s perfect for understanding your top-performing sources of leads and where to double down.
2. Customers by Bing Campaign
See how many customers were acquired from each Bing Ads campaign. This helps identify which ad groups or messaging actually move the needle.
3. Revenue by Keyword
Tie revenue back to the exact keywords that drove conversions. Use this insight to boost bids on high-ROI keywords and pause underperformers.
Success Story: How Morris Watt Tracked Bing Ads in Close CRM
Morris Watt, an Australian law firm, used Bing Ads to drive website traffic, but had no clear way to connect those clicks to real revenue.
With Attributer installed on their website and integrated with Close CRM, they were able to:
- Capture UTM parameters for every lead.
- See which leads turned into customers.
- Run reports showing revenue per campaign and keyword.
“We realized some campaigns generated tons of leads—but very few paying clients. Now we’re reallocating our budget toward campaigns that actually drive revenue.” — Joel Watt, Partner at Morris Watt
Final Thoughts
If you’re spending money on Bing Ads, you deserve to know what’s working. With Attributer and Close CRM, it’s easy to track the source of customers, attribute revenue to your ads, and make smarter marketing decisions.
You’ll be able to:
- Capture UTM parameters from Bing Ads.
- Track leads and customers by campaign, keyword, and ad.
- Compare performance across channels.
Best of all, setup takes less than 10 minutes and you can try it for free. Start your 14-day free trial with Attributer today and unlock real marketing attribution inside Close CRM.
Ready to Transform Your Analytics?
Start your 14-day Attributer trial today—no credit card required. Implement tracking in under 10 minutes and unlock your first campaign report by tomorrow.