Linking Bing Webmaster Tools as a source

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Alpha release

This source is currently in alpha. The interface and available tables may change.

The Bing Webmaster Tools connector syncs your site's organic search performance on Bing into PostHog: top search queries, top pages, daily rank and traffic, and Bingbot crawl statistics. It covers the same ground for Bing that the Google Search Console source covers for Google search.

Prerequisites

You need a Bing Webmaster Tools account with at least one verified site, and an API key. The API key is issued per user and works for every verified site on the account.

Adding a data source

In PostHog, go to the Sources tab of the data pipeline section.
Click + New source and click Link next to this source.
Enter your credentials (see Configuration below) and click Next.
Select the tables you want to sync, choose a sync method and frequency, then click Import.

Once the syncs are complete, you can start querying this data in PostHog.

When linking Bing Webmaster Tools, you'll need:

API key: your Bing Webmaster Tools API key. See getting your API key below.
Site URLs (optional): the sites to sync, one per line, entered exactly as Bing Webmaster Tools lists them (for example https://example.com/). Leave this empty to sync every verified site on the account.

Getting your API key

Sign in to Bing Webmaster Tools.
Add and verify the site you want to sync, if you haven't already.
Open Settings in the top right corner, then go to the API access section.
If this is your first time using API access, read and accept the terms, then click API Key.
Click Generate API Key and copy the key into PostHog.

Bing allows one API key per user. Deleting the key invalidates every application using it.

Configuration

Option	Description
`API key` Type: password Required: True
`Site URLs` Type: textarea Required: False	Optional. One site per line, exactly as Bing Webmaster Tools lists it. Leave empty to sync every verified site on the account.

Supported tables

Table	Description	Sync method	Incremental field	Primary key
`sites`	Every site registered on the connected Bing Webmaster Tools account, with its verification status.	Full refresh	—	—
`query_stats`	Traffic statistics for the site's top search queries: impressions, clicks, and average positions. Bing updates this data weekly and retains about six months.	Incremental, Full refresh	date	—
`page_stats`	Traffic statistics for the site's top pages: impressions, clicks, and average positions. The page URL is in the query column. Bing updates this data weekly and retains about six months.	Incremental, Full refresh	date	—
`rank_and_traffic_stats`	Daily impressions and clicks for the site across Bing search verticals. Bing updates this data daily and retains about six months.	Incremental, Full refresh	date	—
`crawl_stats`	Daily Bingbot crawl activity for the site: pages crawled, crawl errors, HTTP status code counts, and pages in the index. Bing retains about six months.	Incremental, Full refresh	date	—

Every table except sites is synced per verified site, and each row carries a site_url column identifying the site it belongs to. In the page_stats table, the page URL is in the query column, which is where the Bing API returns it.

Bing retains about six months of statistics. Query and page statistics are updated weekly; rank and traffic and crawl statistics are updated daily.

Sync modes

Each table can be synced in one of several modes, depending on what the source supports:

Webhook (when available) – the source pushes changes to PostHog in real time. Fastest freshness, lowest ongoing cost, and the only mode that reliably captures updates and deletes.
Incremental – only new or updated rows are synced on each run, using a cursor field (such as an updated_at timestamp). Cheaper than a full refresh, but deletes aren't captured.
Append only – new rows are appended using a cursor field; existing rows are never updated. Ideal for immutable, append-only tables like event logs.
Full refresh – the whole table is reloaded on every sync. Use it when a table has no reliable cursor or when you need deletions reflected.

See sync methods for a full explanation of how each mode works and how to choose between them.

The stats tables support incremental sync on date. The Bing API has no server-side date filter, so each sync refetches the full window Bing retains and merges it on the primary key. Rows Bing has already expired stay in PostHog, so with incremental sync your warehouse accumulates history beyond Bing's own retention.

Table	Sync methods
`sites`	Full refresh
`query_stats`	Incremental sync, full refresh
`page_stats`	Incremental sync, full refresh
`rank_and_traffic_stats`	Incremental sync, full refresh
`crawl_stats`	Incremental sync, full refresh

Troubleshooting

Invalid API key: the key was deleted or never valid. Generate a new key in Bing Webmaster Tools under Settings > API access and update the source credentials.
"These site URLs are not verified sites on the connected account": an entry in the Site URLs field doesn't match a verified site. Enter each site exactly as Bing Webmaster Tools lists it, or clear the field to sync every verified site.
Empty tables: a newly verified site can take a while to accumulate statistics in Bing Webmaster Tools. Check that the data appears in the Bing Webmaster Tools UI first.

If your sync is failing or data looks wrong, see the Data warehouse troubleshooting guide. If that doesn't help, contact support – we're happy to help.