First, to be fair: Triple Whale does integrate with Microsoft Ads, so this isn’t about missing support. Brands that run meaningful Bing budgets look elsewhere for other reasons. Triple Whale’s GMV-based pricing can feel heavy when search is your main channel and you don’t use its creative and AI features much. Some stores aren’t on Shopify. And some want Microsoft Ads measured on the same terms as Google without a lot of configuration.
Microsoft Ads is easy to overlook. Budgets are small next to Google, campaigns are often imported from Google with Google’s tracking settings still attached, and the channel ends up lumped into search. A tool with a native integration fixes the first part of that. Here are the alternatives I’d consider. (Disclosure: ThoughtMetric, ranked second, sponsors this site.)
| Tool | Starting price | Microsoft Ads support | Watch out for |
|---|---|---|---|
| Northbeam | From $1,500/mo (Starter) | Native API integration, 180-day spend backfill | Price needs big spend |
| ThoughtMetric (sponsor) | $99/mo for 50,000 pageviews | Native Bing Ads integration | Pricing rises with traffic |
| Elevar | Free up to 100 orders; Core $225/mo | Server-side conversions sent to Microsoft Ads | Tracking layer, not attribution |
| Fairing | Free up to 200 orders/mo | Survey option for search and Bing | Survey data only |
1. Northbeam
Northbeam integrates natively with the Microsoft Ads API and backfills spend and performance data for up to 180 days when you connect. It fits brands running large budgets across Google, Microsoft, Meta, and other channels that want one model refereeing between them. Starter is listed from $1,500 a month for brands under $1.5 million a year in ad spend, and Professional is $3,500 a month on annual terms, with support for platforms beyond Shopify.
2. ThoughtMetric
ThoughtMetric, which sponsors this site, lists Bing Ads among its native integrations alongside Meta, Google, TikTok, and Pinterest, so Microsoft spend and campaigns appear next to Google on the same multi-touch model. Post-purchase surveys feed into attribution as well. It’s an e-commerce attribution tool for Shopify, Magento, WooCommerce, BigCommerce, and custom stores, which matters because many search-led stores aren’t on Shopify. Pricing starts at $99 a month for 50,000 pageviews, with every feature on every plan.
3. Elevar
Elevar, now sold as Audiense Online, sends server-side conversion events to Microsoft Ads and other platforms, which gives Microsoft’s automated bidding better data to work with. It doesn’t produce cross-channel attribution reports, so it pairs with one of the tools above. Base is free up to 100 orders a month, Core is $225 up to 2,000, and Advanced is $650 up to 10,000.
4. Fairing
Search buyers can usually tell you how they found you. Fairing lets you add a follow-up for anyone who answers search, asking which engine they used, which is a simple way to see whether Bing is underreported. It’s free up to 200 orders a month and $49 up to 500.
Getting Microsoft Ads tracking right
The most common problem isn’t the tool. It’s imported campaigns that carry Google’s tracking template or utm_source=google, which makes Microsoft clicks look like Google. After any import, click through a few ads and read the landing URL, then set a Microsoft-specific suffix at the account level. Keep the UET tag in place for Microsoft’s bidding. And separate branded from non-branded campaigns, since Bing brand terms can make the channel look better than it is. More in do attribution tools work with Microsoft Ads, UTM structure for Shopify, and the main Triple Whale alternatives list.
FAQs
Does Triple Whale support Microsoft Ads?
Yes. Triple Whale has a Microsoft Ads integration with its own required tracking template. Brands switch for pricing or platform fit, not missing support.
Why does Microsoft Ads show almost no sales in my attribution tool?
Usually because imported campaigns carry Google UTMs or tracking templates. Check the landing URL on a test click.
Which attribution tools integrate natively with Microsoft Ads?
Northbeam, Triple Whale, and ThoughtMetric (our sponsor) all list native Microsoft or Bing Ads integrations. Confirm on each vendor’s integrations page.
Should I remove the UET tag once I have an attribution tool?
No. Microsoft’s bidding depends on it. Your attribution tool is for budget decisions across channels.
How to choose
- Choose Northbeam if Microsoft is one of several large channels and you need cross-channel modeling.
- Choose ThoughtMetric (our sponsor) for native Bing attribution at a published price, on Shopify or other platforms.
- Add Elevar to send better conversion data to Microsoft’s bidding.
- Add Fairing to check whether search buyers are using Bing more than clicks suggest.
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