How to Connect Bing Webmaster Tools to Your Analytics Workflow

By Emily Redmond, Data Analyst at Emilytics · April 2026

TL;DR: Export Bing Webmaster data monthly, compare to Google Search Console and GA4 in a spreadsheet, and create a unified dashboard. 3-hour setup, 30-minute monthly maintenance.

The Workflow: Bing → Spreadsheet → Dashboard

Most teams treat Bing and Google separately, which means missing the full picture. Here's a better approach:

1. Export Bing Webmaster data (keywords, rankings, impressions, clicks)
2. Export Google Search Console data (keywords, rankings, impressions, clicks)
3. Connect both to GA4 (to see which keywords convert)
4. Build a master dashboard (Bing + Google + GA4 in one place)
5. Monthly review (trends, quick wins, strategy updates)

Step 1: Export Bing Webmaster Data

Weekly Export (Quick Check):

Go to Search Keywords in Bing Webmaster Tools.

Click the download button (usually bottom right) and save as CSV.

File name: bing-keywords-2026-04-18.csv

Monthly Export (Full Analysis):

Export:

• Search Keywords (keywords, position, impressions, clicks, CTR)
• Backlinks (referring domains, top links)
• Site Scan results (critical issues, warnings)

Store in a shared folder with timestamps:

/Analytics/Bing/2026/04/
  - bing-keywords-2026-04-18.csv
  - bing-backlinks-2026-04-18.csv
  - bing-site-scan-2026-04-18.csv

Step 2: Create a Master Spreadsheet

Use Google Sheets or Excel to combine data:

Column Structure

How to Populate

For Bing + Google keywords:

1. Copy Bing keyword data into columns A–F
2. Copy Google keyword data (from Google Search Console) into the same sheet
3. Use VLOOKUP to match keywords across engines

For GA4 conversion data:

1. In GA4, go to Reports → Traffic → By keyword
2. Export GA4 sessions and conversions
3. Use VLOOKUP to match keywords

💡 Emily's take: Setting up this spreadsheet took me 3 hours, but it saves 20+ hours per month. Instead of checking Google, then Bing, then GA4 separately, I see everything in one place. I can instantly spot keywords that drive traffic but don't convert, or keywords where Bing outperforms Google.

Step 3: Build a Dashboard

Once you have data in a spreadsheet, visualize it:

Option A: Google Data Studio (Free)

1. Connect your Google Sheets to Data Studio
2. Create visualizations:
   • Bing vs. Google keyword rankings (bar chart)
   • Traffic by engine (pie chart)
   • Conversions by keyword (table)
   • Trending keywords (line chart)

Pros: Free, integrates with GA4, real-time updates

Cons: Limited customization

Option B: Looker Studio (Free)

Similar to Data Studio but with more features.

Option C: Tableau or Power BI (Paid)

Advanced visualization and interactivity. Overkill for small teams but great for agency work.

Step 4: Monthly Review Workflow

First Tuesday of Month (1.5 hours):

1. Export Bing Webmaster data (keywords, backlinks, Site Scan results)
2. Export Google Search Console data
3. Export GA4 data (top landing pages, conversions by keyword)
4. Paste into master spreadsheet
5. Update dashboard
6. Analyze and document findings

Document:

• Keywords with biggest ranking improvements (celebrate wins)
• Keywords losing positions (investigate why)
• New keywords appearing (opportunities)
• High-traffic, low-conversion keywords (optimization targets)
• Content ideas based on search trends

Connecting GA4 to Your Bing Analysis

Bing Webmaster Tools shows search traffic, but GA4 shows behavior after the click.

Key metrics to compare:

Insight: "Running shoes" converts well on Bing (12.5%), but only generates 12 clicks/month. A ranking improvement from position 3 to position 1 could double clicks and revenue.

Building a Monthly SEO Report

Structure:

Executive Summary (1 page)

• Key wins (rankings ⬆️, traffic ⬆️, conversions ⬆️)
• Key concerns (rankings ⬇️, new issues, algorithm changes)
• Top 5 keywords by traffic
• Recommended actions

Bing Performance (1 page)

• Ranking changes (biggest gainers, losers)
• Impression/click trends
• New keywords
• Site health (critical issues from Site Scan)

Google Performance (1 page)

• Same structure as Bing

Conversion Analysis (1 page)

• Top converting keywords
• High-traffic, low-conversion keywords (fix these)
• Keyword performance by landing page

Next Month's Action Items (0.5 page)

• Content to create
• Pages to optimize
• Technical issues to fix
• Link building targets

Automating Your Workflow

For teams doing this monthly, consider automation:

API-Based Approach (Advanced)

Use Python or Google Apps Script to:

1. Automatically download Bing keyword data daily
2. Download Google Search Console data daily
3. Download GA4 data daily
4. Combine into a master spreadsheet
5. Trigger alerts if rankings drop 5+ spots

Example: Google Apps Script triggers when Bing data updates, automatically pulls Google + GA4 data, and updates the spreadsheet.

Tools to Consider

• Semrush API – Pull ranking data programmatically
• Google Analytics API – Pull GA4 data programmatically
• Zapier – Connect tools without coding

Best Practices for Analytics Workflow

1. Standardize Your Export Process

Same day each month, same file naming, same folder structure.

2. Keep 12 Months of History

Don't delete old data. You need year-over-year comparisons.

3. Document Assumptions

If you use VLOOKUP or formulas, document them. Someone else may need to maintain the spreadsheet.

4. Version Your Dashboards

If you change a metric or calculation, version it (v1, v2, etc.). This helps you track when changes happened.

5. Share Reports Regularly

Monthly report = accountability. Share with stakeholders, clients, or leadership. This keeps SEO prioritized.

Common Pitfalls to Avoid

1. Exporting Different Data Each Month

If November you export Search Keywords, December you export Top Pages, you can't compare.

Fix: Export the same reports every month.

2. Not Linking Bing Data to GA4

Bing shows impressions and clicks, but GA4 shows conversions. Without linking, you're missing ROI.

Fix: Add a GA4 column to your spreadsheet using VLOOKUP.

3. Ignoring Google Search Console

Some teams focus only on Bing because they think Google is "enough." Actually, most traffic comes from Google. Monitor both.

Fix: Export Google Search Console data alongside Bing every month.

4. Not Taking Action on Data

You'll have a beautiful spreadsheet of data that nobody uses.

Fix: Build a monthly action list. Assign someone to implement each action.

5. Forgetting to Share Results

If only the analyst sees the data, nobody else cares. Share reports with the team.

Fix: Monthly email with key findings and recommendations.

Frequently Asked Questions

Q: Is it worth automating this workflow?

A: If you do it monthly and have budget for a developer (or know Python), yes. Otherwise, manual export 30 minutes/month is fine.

Q: What should I prioritize: Bing or Google?

A: Google, usually (80%+ of traffic). But check your analytics. If Bing is 20%+ of traffic, they're equal.

Q: Can I connect Bing Webmaster Tools directly to GA4?

A: Not officially. GA4 doesn't have a built-in Bing connector. You need to export and combine manually.

Q: How far back should I compare data?

A: Month-to-month (last month vs. this month) for trends. Year-over-year (April 2025 vs. April 2026) for seasonality.

Q: What if my data doesn't match across Bing, Google, and GA4?

A: Small discrepancies are normal (different date ranges, different attribution windows, etc.). Focus on relative changes, not absolute numbers.

The Bottom Line

Combining Bing Webmaster Tools with Google Search Console and GA4 takes 3 hours to set up but saves 20+ hours per month and reveals insights you'd miss in separate tools. Start simple: one spreadsheet, monthly exports. Expand to dashboards and automation as you scale.

Emily Redmond is a data analyst at Emilytics — the AI analytics agent watching your GA4, Search Console, and Bing data. 8 years of experience. Say hi →