Install Bing (Ads) UET Tag Using GTM – Variable Revenue & Custom Event Conversion Tracking Guide

Bing UET (Universal Event Tracking) Tag is a snippet of code which once put across the website helps you track the conversions and create a remarketing audience to retarget your audience. In simple words, you can also call it as Bing Ads Tracking Pixel. In a way, Bing UET tag features some of the features of Google conversion tracking code, Google remarketing code, and Google analytics code. Let us see how to use Bing UET tag from installing it to creating a remarketing list to doing conversion tracking.

1. Bing UET Tracking Guide

Create the Base Bing UET tag (Universal Event Tracking)

Create UET Tags

  • Login to your Bing account.
  • Go to the conversion tracking on the left panel
  • Click on UET tags
  • Click on Create UET tag
  • Once you click on create UET tag, it will ask you to name your tag.
  • Name your tag and save it.

One thing you should note is that you cannot delete a UET tag once created. That option has still not come on Bing.

Install the Base Bing UET tag using GTM (Google Tag Manager)

Copy UET Tracking Tag

  • Once you name and save your Bing UET tag name, you will see the conversion tracking code
  • Copy the conversion tracking code and also note the ID number at the top.
  • Login to your GTM (Google Tag Manager) account and create a new tag
  • Use the following configuration for your tag
    • Enter the ID in Bing Ads UET Tag ID field
    • Leave the UETQ variable ID as it is
    • Select the event type as page load (There are other options as well under Event Type. The options are variable revenue and Custom. I will cover those later in the blog)
    • Select the trigger as all pages

Install Bing UET Using GTM

  • Once you are done with configuring your GTM tag, you should save and publish this tag.
  • Once the tag is installed using Google tag manager, return to the “Conversion Tracking” screen on the Bing Ads.
  • Here, you will see that a new UET tag has been added under the conversion tracking with status as “unverified”

UET Tag status

  • Later, the status will change to “Tag active” status once the tag gets verified by Bing. It takes around 24 hours for a tag to become active.

2. Bing UET for E-commerce – Variable Revenue Event Conversion Tracking

Variable revenue conversion goal type on Bing

  • In this case, the event type is selected as the variable revenue. You use variable revenue for tracking ECommerce conversions.
  • Next field is Goal value, in where you put the variable for total conversion value.
  • At the bottom, you can see that before firing this tag, another tag named Bing – Base tracker has been fired. This tag is the same as the tag that we installed at the beginning of this section.
  • Now set up the trigger to fire this tag on the order completion page or the E-commerce purchase thank you page.

3. Bing UET Custom Event Conversion Tracking – Action Driven

Bing UET custom event type is used to track conversion actions containing a particular event.

Bing UET Custom event Tag

  • Select the Event type as a custom from the drop down menu list
  • Goal value will be of the same logic as of variable revenue
  • Fill in the category, action, label, and value of the custom event type
  • Again, the value, in this case, will be the same as Goal value as shown above
  • Choose to fire the Bing base tracker conversion code from step one before the custom event type. Now note down the category, action, and label because we need to modify the changes on the conversion event as well.
  • In the trigger, define a trigger based on the custom event type as a button click or pop up click etc based on your requirements

3.1 Modify UET tracking code on your website for Custom event type

let’s say that the custom event you want to track on your webpage is people clicking the “Download PDF now” button (this custom event would be an Action event)

3.1.1 Add the following custom event JavaScript below the UET tag that you added to your webpage’s code in Step 1:

<script>
window.uetq = window.uetq || [];
window.uetq.push ('event', 'Replace_with_Event_Action', {'event_category': 'Replace_with_Event_Category', 'event_label': 'Replace_with_Event_Label', 'event_value': 'Replace_with_Event_Value'});
</script>
<button>Download now</button>

3.1.2 Give this code snippet a function name. The function name can be anything, as long as it hasn’t already been used in your website. In this example, we’re naming it “GetCustomEvent()”:

<body>
<script>Your UET tag is here.</script>
<script>
function GetCustomEvent() {
   window.uetq = window.uetq || [];  
   window.uetq.push ('event', 'Replace_with_Event_Action', {'event_category': 'Replace_with_Event_Category', 'event_label': 'Replace_with_Event_Label', 'event_value': 'Replace_with_Event_Value'});
}
</script>
<button>Download now</button>
</body>

3.1.3 You now need to customize your webpage’s code to call this function when the appropriate action occurs. In our example, the custom event is a click of the “Download now” button, so we’d need to add a call in the button’s code:

<head>Your page title 
</head>
<body>
<script>Your UET tag is here.</script>
</script>
<script>
   function GetCustomEvent() {
   window.uetq = window.uetq || [];  
   window.uetq.push ('event', 'Replace_with_Event_Action', {'event_category': 'Replace_with_Event_Category', 'event_label': 'Replace_with_Event_Label', 'event_value': 'Replace_with_Event_Value'});  
   }
</script>
   ...					
<button OnClick="GetCustomEvent()">Download now</button>
   ...
</body>

3.1.4 Note the four different parameters in the custom event JavaScript: ‘event’, ‘event_category’, ‘event_label’, and ‘event_value’. These correspond to the parameters you had the option to define for your custom event conversion goal. In the JavaScript you added, the parameters have placeholder values assigned to them:

<head>Your page title 
</head>
<body>
<script>Your UET tag is here.</script>
</script>
<script>
   function GetCustomEvent() {
   window.uetq = window.uetq || [];  
   window.uetq.push ('event', 'Replace_with_Event_Action', {'event_category': 'Replace_with_Event_Category', 'event_label': 'Replace_with_Event_Label', 'event_value': 'Replace_with_Event_Value'});  
   }
</script>
   ...			
<button OnClick="GetCustomEvent()>Download now</button>
   ...
</body>

3.1.5 The JavaScript you added needs to return a value to Bing Ads when the custom event occurs, and that value needs to match what you entered in Step 2. In our example, we are tracking button clicks, which are Action events as shown in Step 2 (and are represented by ‘event’ in the JavaScript). So we would need to modify the placeholder value of the ‘event’ parameter (and we can remove the other three parameters):

<head>Your page title 
</head>
<body>
<script>Your UET tag is here.</script>
<script>
   function GetCustomEvent() {
   window.uetq = window.uetq || [];  
   window.uetq.push ('event', 'downloadbuttonclick', {});  
   }
</script>
   ... 													
<button OnClick="GetCustomEvent()>Download now</button>
   ...							
</body>

Once all the changes have been done, save and deploy your edited website code. To further check your implementation and to see if everything is firing on your website at the right time and place, here an official article from Bing on UET tag helper. UET tag helper is just like Google Tag assistant.

Overall, in terms of remarketing capability and conversion tracking, Bing is still not as advanced as it should be. I hope they bring in more features soon to Bing in terms of Pixel implementation and conversion tracking.

4 Replies to “Install Bing (Ads) UET Tag Using GTM – Variable Revenue & Custom Event Conversion Tracking Guide”

  1. Brian

    Hi there,

    Great Information. Do you have a guide to track link clicks (custom event) with Bing? If similar to download button click what would I need to change?

    Brian

    Reply
    • DigiAshva Post author

      Hi Brian,
      you need to implement button tracking which has already been given in the article. PLease let me know if there is something in particular that you need help with

      Reply
  2. Kai Henke

    Thanks for the detailed article!
    One question:
    In your screenhots in paragraph one the “Base Bing UET tag” has the Bing UET Tag ID 25045014. In paragraph two the Bing UET Tag ID is 4058584.
    I thought, it would be possible to use the same UET Tag for different events. Or is it really necessary two create different Bing UET Tags for each event I want to track?

    Reply

Leave a Reply

Your email address will not be published. Required fields are marked *