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Website Tracking
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.


Following to Google’s recent re-branding (AdWords to Google Ads), Microsoft has decided to a similar thing.

Going forward, Bings Ads will be known as Microsoft Advertising.

What is changing?

At first, Microsoft announces that this will be a starting point and that we can expect a bunch of changes to the platform in the near future. The first changes are to the Microsoft Audience Network, which has been launched last year. 

See the official announcement on the Microsoft blog.

Hopefully, Microsoft will make sure that their platform will improve the usability to get closer to the industry standard set by Google. As for now, Google is still leading in comparison to Microsoft both in reach and usability of the platform.


Google Ads, Growth Marketing
When talking about search volume, Google has the majority of the vote.

Within Australia roughly 94% of 2016’s online searches were done using the search engine giant. Microsoft’s Bing Ads follows with just over 4%.

For search advertisers Bing Ads might give you that extra volume to boost your conversions. However, using another advertising platform also doubles the time and effort of setting up and managing your campaigns.

Therefore, is it worth going the extra mile to get started with Bing Ads?

Image that shows going the extra mile for Bing Ads.

Bing Ads, how it works

For who is familiar with Google Ads, Bing Ads works pretty much the same.

You can set up an account for free and gain access to their platform instantly. Once you’re logged in to the interface you’ll notice that the account structure is similar as well.

The main thing to remember is that Bing Ads uses its own conversion tracking. There’s no way to import goals or data straight from Google Analytics.

So before launching any campaigns, you will need to add the Bing UET tag to your site.

Comparing Bing Ads with Google Ads

Bing won’t be able to give you the same volume as Google Ads.

However, in the past, I have been running successful ads on Bing for several advertisers. Due to the low market share, it’s obvious that the amount of times your ads are being served is a lot lower on Bing.

As there are fewer advertisers using Bing Ads the average cost per click tends to be lower than Google Ads.

Here’s per country a benchmark of what you can expect from Bing Ads compared to Google Ads:

  • Australia: -92% fewer impressions than AdWords. Average CPC is 41% lower.

  • United Kingdom: -87% fewer impressions. -27% lower average CPC.

  • United States: -43% fewer impressions. -16% lower average CPC.

Is it worth it to use Bing Ads?

This really depends on the type of advertiser that you are.

For large advertisers that are targeting worldwide, this is a no-brainer. Yes, you should be advertising on Bing.

Especially in the United States Bing has a decent market share and can offer you more search volume. Combined with the lower average cost per click you’re likely to get conversions for a lower cost as when using Google AdWords.

For regional advertisers within Australia, I would hold off on this, depending on the knowledge you have in-house. Unless you reached your limits with Google AdWords already, there’s no point in managing another search advertising platform.

Because of the low market share of Bing Ads in Australia, the number of clicks and conversions you’d be able to get remains low.

Need help improving your campaigns? As a boutique Bing & Google Ads agency we can def help you out, get in touch today.