Create Bing Conversion Goals & Remarketing Lists based on Conversion Goals on Bing

By creating conversion goals on Bing, one can be able to conversions along with other site activity on the website that comes through any of the Bing campaigns. Before creating a conversion goal, it is necessary that you Install Bing Universal Event Tracking (UET) tag on your site so that, later, it can create conversion goal based on your UET tag implementation. After the UET tag has been installed on your website, here are the steps that you need to follow in order to create conversion goals on Bing.

1. Creating a Conversion Goal on Bing

Create Conversions in Bing

  • Under Conversion Tracking, click on conversion goals
  • Click on “Create conversion goal” on the main screen.

1.1 Create conversion goals

You can create as many conversion goals on Bing as you want to track different actions taken by users on the website that you want to track.

Creating conversion goal on Bing

You can create a conversion goal on Bing based on five different parameters or broadly saying, of five different types.

Destination URL – When a user visits a particular page of the website. For example, when a user visits a thank-you page after filling up a form on the website or when a user makes a purchase on your website and lands on the order-received page or thank-you for shopping page.

Duration – When a user stays on a page longer than a certain amount of time then that is marked as a conversion. For example, when there is a video on a landing page and a user stays for around 3 minutes watching 2: 30-minute video, then in that case,  based on duration, that can be marked as a conversion if that’s a part of your brand-awareness campaign.

Pages viewed per visit – This is more like page views per session. If the Pageviews per session are higher than a certain limit then, in that case, that will be marked as a conversion.

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Event – When a user completes an event on your website.

Next two conversion types are self-explanatory which is mobile app install and offline conversions. Now, we will start doing each conversion goal implementation on Bing, for the important and most-used ones.

1.1.1 Create conversion goals based on Destination URL

Conversion goal based on Destination URL

  • In the above screenshot, there are four options to put in the destination URL
    • contains – when the conversion goal URL matches a unique part of the URL
    • Regular Expression – Regex match
    • Begins with and,
    • Equals to
  • At the bottom, you can see the UET tag. You have to select the associated UET tag for this particular conversion goal. We have already covered installing UET tag using GTM in another article.

1.1.2 Event-Based Conversion goal

I want to cover this conversion goal as well, because, not all the times, goal based on Destination URL will work for you. Sometimes, you also need to create event-based conversion goal to track an event such as newsletter subscription, PDF download, etc.

  • Select event type for your conversion goal and click next

Create a conversion goal based on Events

Once you will select the conversion goal type as an event, then Bing also recommends you to customize your UET tag tracking code. If you see in the installing Bing UET tag guide, you will see that it also covers how to modify your website code and the button javascript code where you want to track the event conversion. This is just like creating an event in Google analytics and later, assigning the event properties in the goal to measure the event.

Event conversion goal in Bing

  • Fill in the value/name for category, action, label, and value as per your customized code on the website and save this conversion goal.
  •  The value for these four fields should match with the value that you define in the GTM while creating the tag if you doing it through GTM.
  • Once done, save this goal. I just want to remind you that this whole process will need a separate UET tag as the property of the UET tag needs to be redefined as per the goal settings.
  • Save your conversion goal
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1.1.3 Conversion goal tracking status

Once a conversion goal has been created, Bing will wait to verify the conversion goal. In order to get them verified, you need to run ads and get a conversion so that Bing can verify them. You can also create a goal in Google analytics and monitor the source of the conversion if you want to double-verify something.

Conversion goals in Bing

Initially, the conversion goal tracking status might be inactive or no recent conversions. Once, you get a conversion, the status will change to recording conversions as shown above.

2. Create Remarketing Audiences on Bing

Remarketing audiences are always a great audience to retarget in order to boost your conversion rate and bring down your cost per conversion. On Bing, Conversion goals are used to create remarketing audiences. So, it is evident that in order to create a remarketing audience, you need to have at least one conversion goal on your account. There are two types of remarketing audiences that you can create on Bing based on conversion goal type:

  1. Based on page-visit conversion goal and,
  2. Event-based conversion goal

2.1 Creating a Remarketing audience based on page visitors on Bing

Create a remarketing list on Bing based on page visitors

  • Go to shared library on the Bing platform
  • Click on Audiences under shared library.
  • You will see an option to create a remarketing list on the main screen. Click to create your first remarketing audience on Bing
  • Name your remarketing list as shown above.
  • Select visitor of a page. It has other options as well as shown below such as
    • visitor of a page
    • Visitor of a page who did not visit another page (Just one-page visitor and bounced off that page, in case of a separate landing page)
    • Visitor of a page who also visited another page (Non-bouncers)
    • Custom events (Based on event category, label, action, value, etc properties that you define in your UET tag and on your website code or the same using GTM)

Remarketing list creation options on Bing

  • Select the pages and URLs that you want to create the audience around.
  • There is also an option to create a rule where you can put in multiple AND & OR logic to combine your audience. Clicking on the rule, looks like this
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Page rules in remarketing audience on Bing

  • Once you are done with selecting different page urls for creating your audience, you can then select the respective UET tag at the bottom with which it associates.
  • Probably, it will be your main UET tag, not the custom one and then save your audience.

2.2 Creating a Remarketing audience based on custom events on Bing

Creating remarketing audience based on events on Bing

  • Go to shared library on the Bing platform
  • Click on Audiences under shared library.
  • You will see an option to create a remarketing list on the main screen.
  • Name your remarketing list as shown above.
  • Select Custom Events as shown below

Remarketing list creation options on Bing

  • Put in the category, action, label, and if possible, value or if not all then some of the custom event field value as shown in the first image in section 2.2
  • Select the UET tag. You have to be mindful that in this case, UET tag might be the different one – the one which you might have created specifically for tracking the events.
  • Save your audience

How to use these remarketing audiences on Bing?

Once you have saved your remarketing audiences, here are some of the ways that you can utilize your remarketing audiences based on your business or campaign goal

  • bid higher on cart & checkout page visitors
  • include blog visitors separately and retarget them with bidding on them as well but lesser to cart or bottom of funnel pages
  • target custom event remarketing audiences based on their conversion values

I have covered different Bing tips and tricks separately. These Bing hacks are only specific to Bing and not only on Google. If you are considering using Bing for your business, the above blog might give you much more insights and adding more value to your targeting parameters. If you have any other questions, do let me know in the comments below.

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