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

  • For the above case, you still need to have the base pixel.
  • In this case, the event type is selected as the variable revenue. You use variable revenue for tracking ECommerce conversions.
  • The 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. Custom Event Conversion Goal in Bing

There are different types of conversions that you can track in Bing under conversion goals. These conversion goal type or conversion types are:

  • based on destination URL
  • duration
  • pages per session
  • event
  • mobile app install
  • offline conversions

In the following sections, we are going to see how to create a conversion based on an event trigger in Bing.

Creating a conversion goal based on events

Let’s say that you have to track one or some of the following events as a conversion in the Bing ads. These will go under conversion goals and conversion goal type would be events. Some examples of these events would be:

  • subscription success
  • contacts us form fill
  • brochure request etc.

On the left panel, click on conversion goals under conversion tracking. Select the conversion goal type as an event. In the next step, you will have to fill in the following items in the custom event. All of the items are not necessary. The items as shown in the image are:

  • Category
  • Action
  • Label
  • Value

goal details under conversion goal in Microsoft Ads

If you scroll down, you would go to the count section and you can select unique over there. Save the conversion goal now.

The next step is for you to make some changes to the website. The below script should be in the opening body tag of the page as high as possible

<!--The following script sends an event-based goal conversion value to microsoft ads account-->
function reportCustomEvent() {
window.uetq = window.uetq || []; window.uetq.push({ 'ec': 'event', 'ea': 'request', 'el': 'quote' });

If you notice above, ‘ec’ captures your event category, ‘ea’ captures the event action, ‘el’ captures the event label and ‘ev’ for event value is missing. You can out that and assign any static or dynamic value. So, make sure that what category, action, or a label you put in the code and on the Microsoft ads platform matches the one on the platform.

Next is the following javascript function when the button is clicked to execute the code to report the custom event.

<input type="button" value="Click here to report a standard custom event with static values" onclick="reportCustomEvent()" />

If you have some knowledge of javascript, you can also pass on dynamic values instead of static values in the above JS code. The above JS needs to be put on the button click. 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.

Have a Question? Get in Touch!

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?


    • 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

  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?


Leave a Reply

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