How To: Setup eCommerce Conversion Tracking In Bing Ads (Universal Event Tracking)

PLEASE NOTE: This article is outdated. We published a new article detailing how to install the Microsoft Advertising tracking pixel on January 14th, 2020.

Bing Ads recently unveiled a new version of its conversion tracking pixel. While the new Universal Event Tracking (UET) gives you more flexibility, it is also slightly clunky. Below is a quick run-down of how to install the eCommerce Revenue tracking using the new UET.

NOTE: The old tracking system can be found under Tools —> Campaign Analytics, which has been deprecated and can no longer be used.

Get the Universal Event Tracking Code

Start by logging into your Bing Ads account and then navigating to:
Campaigns —> Shared Library —> Goals and Conversions —> Create Tag

You’ll get to this form, you can fill it out like my example below. Don’t forget to turn on “Goal Value,” this is needed to send Bing Ads the revenue on completed transactions.

Bing Ads Universal Event Tracking

Install the Universal Event Tracking Code

Once you save the above form, you’ll be taken back to the Goals and Conversions page. Now click the checkbox next to your code and select “View Tag.” Here’s where Bing Ads makes it more complex than it needs to be, so just note your Tag ID and follow along.

Bing Ads will now display a pop-up with two tags: JavaScript and No Script. In addition, it will not provide you with the eCommerce Revenue Tracking portion of the code.

Below is a complete example of the code you need. Paste this code on the order confirmation page and replace the following two variables:

  • TAG_ID = Replace this with the Tag ID in two places
  • ORDER_TOTAL = Replace this with the order total in two places
<script>(function(w,d,t,r,u){var f,n,i;w[u]=w[u]||[],f=function(){var o={ti:"TAG_ID"};o.q=w[u],w[u]=new UET(o),w[u].push("pageLoad")},n=d.createElement(t),n.src=r,n.async=1,n.onload=n.onreadystatechange=function(){var s=this.readyState;s&&s!=="loaded"&&s!=="complete"||(f(),n.onload=n.onreadystatechange=null)},i=d.getElementsByTagName(t)[0],i.parentNode.insertBefore(n,i)})(window,document,"script","//bat.bing.com/bat.js","uetq");</script>
<script> var uetq = uetq || [];  uetq.push({ 'gv': ORDER_TOTAL });</script>
<noscript><img src="//bat.bing.com/action/0?ti=TAG_ID&Ver=2&gv=ORDER_TOTAL" height="0" width="0" style="display:none; visibility: hidden;" /></noscript>

You should be all set. Questions? Leave a comment.

Menachem Ani ()

Online Advertising and eCommerce Expert with over a decade of success developing high-impact marketing strategies for online retailers and lead-generation clients.

Comments (10)

  1. Bob:

    I believe this example to be hurtful for anyone trying to implement the new UET tracking. You’re supposed to deploy the UET tag across all pages of the site, not just the order confirmation page. Also your instructions for goal say to set the destination URL to the domain name. It should be set to the URL of the order confirmation page, not the domain name.

  2. Menachem Ani:

    @Bob

    Thanks for your comments. The main point of this article is for eCommerce Revenue tracking. If you’d like to use UET for Remarketing or any other purposes, you should install the first part of the code on every page and set the Destination URL to be more specific.

  3. Emilia:

    Hi!

    The code example states both the script version and the non-script version – correct?
    So if working with only the non-script version you would just exclude line 1?

    Thanks for a good article!
    Best,
    Em

    1. Menachem Ani:

      @Emilia

      Yes, you should also remove the “noscript” tags because that won’t trigger the code unless the user has JavaScript disabled.

  4. Brett:

    How does one handle this for external 3rd party sites that finalize the order? With the process starting on one site, user begins order process, and then order completed off-site. Can you place the same tags on 3rd party site and all work fine?

  5. Mark:

    Hi,

    Thanks for your article, can you explain to me what i’m suppose to fill in at ORDER_TOTAL? I haven’t got a clue. Help me please 🙂

  6. Mansoor Shaikh:

    So, the other day I called support for bing conversion tracking. And he said that I need to ad conversion code to every page of website as per their new algorithm changes. Can you tell me is this right, because I dont this it is right way to track conversion.

  7. Pierre:

    I created a goal for checkout confirmation. I have the tag now. where should I paste the code? on the entire website? or just in the checkout confirmation page? I’m a little bit confuse. thanks

Comments are closed.