Conversion Tracking Made Easy: Bing Launches AI Conversion Tracking with Microsoft Clarity

When you're running ads for your multifamily community, conversions are everything.

But it's not just about tweaking your ad spend on the fly; it's about your ad platform learning what works best for your community to match interested audiences with your business.

Google Analytics is still a major player in the space, but Microsoft Clarity is a powerful alternative for AI conversion tracking that helps you understand how audiences interact with your website with innovative tools and features.

Clarity is also a part of Bing's webmaster tools available for users after a verification process, opening up more opportunities to track what's going on with your site while using Bing's suite of tools.

Let's dig into some of the features, tools, and best practices to figure out if Clarity is a good fit for your community.

Choose Your Conversions

First, let's get into some of the use cases for Bing, which are contingent on what kind of goals you set for your marketing efforts.

• Online Conversions - Track conversions to destination URLs, visit duration, pages viewed per visit, and custom events that might include signing up for an upcoming tour of your community.
• Offline Conversions - Import offline conversions manually or call conversions to see the connections between what's going on between your website and leasing agents or call reps.
• App Install Conversions - If you have a custom app for your community, you can set up an App Extensions and app install ads conversion.

Bing's AI conversion tools are available across all devices, simplifying the process if your team uses everything from tablets to smartphones.

Get Your Tracking Code and Conversion Goal

Once you set up or log into your Microsoft Advertising account:

• Go to Tools
• Select the UET tag under conversion tracking
• When prompted, click "Create UET Tag" and add a name and description
• Copy the generated tag code, download it, or email it to to your leasing agents or team members when ready
• Paste it into every page of your website

Once you've got your tracking code set up, it's time to sort out your conversion goals:

• Go to “Tools” and select “Conversion Goals”
• Create a Conversion Goal and give it a name and description
• Chose the conversion you want from the list

Depending on the conversion you select, you'll be prompted to fill in additional information, such as a conversion action value.

That figure can vary depending on your goals, such as the profit you make off a lease once you subtract your average ad spend for someone clicking and landing on that page.

Replay Session Records

Part of nailing your conversion is figuring out what's happening in a prospective resident’s journey.

Where are they going once they land on your site? And more importantly, why are they leaving?

Clarity allows you to see what users see when they navigate your site in hi-def recordings with different speeds to slow down when you want to dig in.

Once you get past the novelty of watching what potential residents are doing with Live Sessions, you can see where you're losing them.

Let's say you have a rental page for your community, but you can see users are clicking, but never filling out "Learn More."

You could determine that these users want actual rates and info, not go through gatekeepers to get a call about your rental prices.

Or you may realize they're typing "laundry" into your site's search bar but coming up empty and leaving.

Whatever the problem is, you don't have to guess. You can see it unfolding in your session records, grab a specific clip, and send it to your marketing team so everyone is on the same page.

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Access Up-To-Date Heatmaps

Live replays are powerful, but you can also use instant heatmaps to get similar information.

Heatmaps are often easier to share and quickly digest. You're getting a data valuation of aggregated information in a visually appealing way to look at for an immediate impression of your data.

Heatmaps quickly identify trends and see which areas of your site users are the most, but they also help identify what NOT to change.

If your multifamily marketing resources are limited, you can decide to prioritize and what to leave as is.

Tip 💡: Depending on your goals, you don't even have to A/B test everything to death. The heat maps show you what's working and what's not to empower quick changes.

Get AI-Powered Insights

As you're tracking conversions and figuring out how to make the most of your data, Clarity is still learning as you go.

The tool can also show you new user groups they identify for conversion or experiencing potential issues.

For example, maybe they're all clicking off your site through your Instagram handle. Making sure you foster their journey with the right links, photos, and content could help strengthen your conversions.

You can also track a specific subset of users with filters, save as a segment, and access layers with the help of custom labels.

Connect with Google Analytics

If you're already using Google Analytics to track your conversions but want to experiment with Clarity, you can integrate them together.

You end up with automatically imported segments and goals directly from Google Analytics. From there, you can filter to segments you want to see.

You also don't have to bother with flipping back and forth; you'll see playback links in your

dashboard for the two, so you don't have multiple windows and platforms open.

Keep It Simple

There’s plenty Clarity can do that would keep an entire marketing team busy for the long-term. But you can also keep it simple.

👉 Use Clarity the way it makes the most sense for your portfolio, whether that’s figuring out why no one is signing up for a tour or clicking for more info.

The rest of what Clarity can do is there when you need it, but when you don’t, get back to the areas of your community that need your attention most.

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