Please note:
The instructions in this document have been prepared for the Microsoft UET (Bing) tags in the Analyzify GTM containers. If you are going to use GTM tags transmitted by Bing, please follow their instructions. You can add the triggers for these tags with the appropriate ones from the triggers we provide.
For example, you can use the "cEvent - ee_purchase" or "consent - ee_purchase" (if you have a GDPR-enabled container) triggers for your purchase conversions.
Bing Ads is a product developed by Microsoft that lets you track your conversion goals based on an architecture similar to “Goals” in Google’s Universal Analytics.
Once you implement a UET tag tracking code for your website, you can monitor website conversions such as:
- Destination URL,
- Event,
- Product (though this might not be available for all accounts as the product ID has to match with the merchant).
Let's get started!
In order to start everything off, you first need to have a Universal Tag installed on your Google Tag Manager so that it can send all the related data to Microsoft Ads.
To make sure you have them, log in to GTM Admin > “Tags” (as shown above), and you should see the following tags:
- 006.01 - Microsoft Bing Ads - UET Tag, which must work on all pages,
- 006.02 - Microsoft Bing Ads Custom Conversion Event - Add To Cart, triggered when a product is added to the cart,
- 006.03 - Microsoft Bing Ads Custom Conversion Event - Purchase, triggered by a purchase (on the Order Status / Thank you Page),
- 006.04 - Microsoft Bing Ads Custom Conversion Event - Product, again triggered by purchase and is a product conversion tag.
Before you active the tags on the previous step, you first need to find your Bings Tag ID.
Head to your Microsoft Ads account > “Tools” > “UET Tag”. Copy the Tag ID written there, and if you have no Tag ID yet, create one.
( P.S: Note that if you have more than one Tag ID, you have to create a separate GTM tag for each of them.)
Head back to GTM and click “Variables” (left-side menu) > “User Defined Variables”. Click on “constant - Microsoft Advertising ID”, and enter your Bing Tag ID in the “Value” section.
Now, return to Microsoft Ads, and click “Tools” > “Conversion Goals” to set your conversion goals. Select “Purchase” for your “Goal Category”, and as for your “Goal Type”, you can choose the type of conversion tag you want to create, which can be in the form of “Destination URL”, “Product” or “Event”.
- You should get the 006.01 tag functioning on the related page if you wish to create a conversion tag for the Destination URL.
- As for the tags 006.02, 006.03, and 006.04, GTM now includes them as Event, Event, and Product respectively.
Once you are all done with your conversion goals, you can head back to GTM Admin > “Tags”, activate (unpause) your 006.01, 006.02, 006.03 & 006.04 tags, and publish your GTM container.
It can take some time for conversions to be verified and reflected on the metrics in your reports. If you want to check the conversion data during this time, you can view Bing signals using the UET Tag Helper Chrome extension.
Alternative Goal-Setting Methods
Here are the other goal setup methods:
You can use this goal type if you wish a specific page (thank you, add-to-cart, etc.) to be counted as a conversion.
Again, the 006.01 tag should be functioning on the related page if you wish to create a conversion tag for the Destination URL. Follow the instructions on the "Set up tagging" page, and make sure the page you wish to track has the relevant tag.
If you chose “Event” as your conversion goal, start by naming it.
Then, in the “Custom event parameters” section, make sure the category you choose is written in the same way your variables are in the 006.02 and 006.03 tags in GTM.
- 006.02 → Event Action should equal “ecommerce”, and Event Category should equal “add_to_cart”.
- 006.03 → Event Action should equal “ecommerce", and Event Category should equal “purchase”.
Analyzify's GTM Container: Bing Ads
Analyzify offers a Shopify & Microsoft UET (Bing Ads) integration through Google Tag Manager. Here are the tags & events that are involved:
Microsoft UET (Bing Ads) Standard Tags
|
Base Code |
It is the installation tag. It works on all pages. |
Microsoft UET (Bing Ads) Ecommerce Tags
|
Add To Cart |
Fires when the add to cart button on the listing or product detail page is clicked. Third-party apps (Cart Drawer, Subscriptions) or theme customizations may affect this event behavior. |
|
Purchase |
Fires when the payment is successful. |
|
Product |
Fires when the payment is successful. It is related to the product information in the Merchant Feed. |
Click Analyzify's GTM container page to learn coverage of various tag groups and events with user descriptions.
