Website Tracking

How To Set Up Microsoft Advertising Tracking Using Google Tag Manager

Google Tag Manager (GTM) is a free tool that makes it easier to add and update tracking tags within your website.

When you are running Microsoft Advertising (formerly known as Bing Ads) you want to make sure you are tracking conversions. The easiest way to do this is by deploying the Microsoft UET tag via Google Tag Manager.


Step 1: Creating the Microsoft Advertising UET tag


First, you will need to log in to your Microsoft Advertising account and get your UET tag.


You will be able to find this by logging in to Microsoft and then go to Conversion Tracking in the left-hand menu. After that, go to UET tags to create your UET tag.


Screenshot for setting up Microsoft Ads tracking using GTM step 01


Then, follow the steps to create your first UET tag. 


Once you have created your tag view your UET tag tracking code to find the tag ID.


Screenshot for setting up Microsoft Ads tracking using GTM step 02


Write this number down, as we will need it soon.


Step 2: Create a tag in Google Tag Manager


Second, log into your Google Tag Manager account and go the container that is installed on your website. In the left-hand menu go to “Tags” and create a new tag. 


Then, find and select the “Bing Ads Universal Event Tracking” within the tag configuration.


Screenshot for setting up Microsoft Ads tracking using GTM step 03


Yes – at the time of writing Microsoft Ads is still called Bing Ads in Google Tag Manager. 🙂


Next, copy and past your UET tag ID within the correct field. Make sure you trigger this tag for all pages on your website.


Step 3: Set up your conversion goal in Microsoft Advertising


Go back to your Microsoft Advertising account to create a conversion goal. You can do this by going to Conversion Tracking in the left-hand menu and then go to Conversion goals.


Name your conversion and make sure you select event.


In the next window fill in the details of your custom event.


Screenshot for setting up Microsoft Ads tracking using GTM step 05


Step 4: Create your event tag in Google Tag Manager


Finally, go back into your Google Tag Manager account. Create a new Bing Ads Tag Type and change the Event Type to Custom. Then, fill in your Bing Ads UET Tag ID and use exactly the same values as the ones you put into your Microsoft Advertising account.


Screenshot for setting up Microsoft Ads tracking using GTM step 06


Then, select your trigger to only fire this tag when a conversion happens on your website. 


If you are already using Google Tag Manager for your Google Ads conversion tracking or Google Analytics event tracking you should be able to use the same triggers. See our previous article about how to track forms without a thank you page in GTM.

Author


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Jeroen Minks

With over 10 years experience in digital marketing, Jeroen helps businesses to get more results out of their online advertising budgets.