Universal Event Tracking

With Universal Event Tracking (UET), Bing Ads lets you can track conversion goals and create remarketing lists, all with a single tag placed in your website’s code.

After reading this training, you will understand how to:

  • Create a UET tag once in Bing Ads.
  • Add the UET tag tracking code to every page of your website.
  • Set up conversion tracking or Remarketing in Paid Search.
  • What is a Universal Event Tracking Tag?

    Universal Event Tracking (UET) is a mechanism for advertisers to report user activity on their websites to Bing Ads by installing one site-wide tag. This tag records what customers do on your website then Bing Ads starts collecting that data allowing you to track conversions (like purchases or leads) or target audiences using remarketing lists.

    The three potential statuses are available for review in the tracking status column under UET tags in Conversion Tracking:

    An Unverified status means Bing Ads has not received any user activity data from the UET tag on your website. It can take up to 24 hours for Bing Ads to verify. If you still see this status, you either have not added the UET tag tracking code to your website or there is an issue with the setup that you need to fix.

    A Tag active status means Bing Ads has seen your UET tag, but hasn’t recorded any conversions in the last 7 days. This is most likely because you either have created the goal incorrectly, have not tagged your entire website, especially the pages that have the conversion action or you don’t have any users converting on your site.

    A Tag inactive status means Bing Ads has not received any user activity data from the UET tag in the last 24 hours. If this is the case, make sure that the UET tag tracking code is still on your website, and validate with UET Tag Helper.

    UET Tag Helper is a Chrome browser extension that automatically validates Bing Ads UET tags on any webpage. The Tag Helper:

  • Validates UET tags in real-time
  • Let’s you know whether you implemented the UET tag correctly
  • Helps troubleshoot any common errors with the UET tag
  • You can install the UET Tag Helper from the Chrome web store. Simply clicking Add to Chrome and then Add extension.
  • The following updates can strengthen your campaign’s performance:

    Support for Unique conversions allows you to count conversions according to your business needs. When you are creating a conversion goal, there will be 2 options available to you for the Count property:

    • All Conversions will count all conversions that happen after a click. If you are tracking purchases as conversions, this is a good option to use.
    • Unique Conversions will count only one conversion that happens after a click. Pick this option if you want to track the number of unique leads generated on your website as a conversion.
    • All your existing conversion goals will be defaulted to All conversions. You will be able to edit those goals to update them to Unique conversions.
    • Account level conversion goals specifies if a conversion goal is at the account scope or across all accounts via the new Scope property.

      Bing Conversion Tracking Code

      Followings are the steps to add Bing code and track the revenue:

      Step1: Add the following code here:

      Login into the Bigcommerce admin panel

      Go to Advanced Settings > Web Analytics > Google Analytics

      Then Paste the following code into that box.

      <!--BEGIN: Bing Ads UET Javascript tag.-->
      <script>(function(w,d,t,r,u){var f,n,i;w[u]=w[u]||[],f=function(){var o={ti:"13000195"};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>
      <!--END: Bing Ads UET Javascript tag-->

      Step2: Now we need to track the revenue, so that’s why we will add the following event:

      <!--BEGIN: Bing Ads Conversion Revenue Value.-->
      <script> window.uetq = window.uetq || []; window.uetq.push({ 'gv': %%ORDER_AMOUNT%%});</script>
      <!--END: Bing Ads UET Conversion Revenue Value-->

      You will copy the above and add it here:

      Go to Admin panel > Advanced Settings > Affiliate Conversion Tracking.

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