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Evan Barrett
By Evan Barrett on May 24, 2016

Bing Tracking: Why and How To Use Bing’s new UET Tag


Bing Recently announced that Bing Campaign Analytics would be going away. Officially, this shift begins inIpad_Bing.jpg
 May, and it will be completely removed by the end of October.

Bing’s UET Tag is the new kid on the block, with shiny shoes, and a better understanding of how things work. If you haven’t already, you should switch to UET as soon as possible because of its improved ability to support both conversion tracking and remarketing.

Why Bing UET Tracking

Why does this matter?  Well, Bing Campaign Analytics is how conversions on Bing have been tracked to date. Once that disappears, you will need something else if you plan to track conversions.

You are tracking conversions, aren't you?.

That something is Universal Event Tracking (UET). Without this, no effective optimizations or tracking will be possible because you will not be able to measure and compare performance on Bing.

Make the transition to UET now to enable advanced tracking capabilities, handle remarketing lists, and avoid scrambling when Bing pulls the rug out come October.

UET and Remarketing

Unlike the old setup, it is advisable to implement the UET tag on all pages on site. This is because the UET tag also serves as your remarketing pixel as well.

You might ask ‘What is this one tag that solves both problems?!’ Following a history of copying Google’s strategies, this new Bing tag is designed to work similarly to Google Analytics. Bing is like the student in class who never studies, waiting to copy the smart kids’ answers during the test.   It’s been a long time since Bing created anything groundbreaking or wholly unique, instead striving to follow Google’s lead, albeit many months later.

With this new functionality, you should take advantage of Bing’s remarketing capability, which is similar to Google RLSA (Remarketing Lists for Search Ads). This allows you to increase bids, and show in higher position on searches done by people who have already been to your site. Because these people are already aware of your brand, and are more qualified, they are more likely to convert! For example, on Google, RLSA lists can boost your conversion rates; we’ve even seen increases of 2x-3x.

Setup Your UET Tag

The process is simple:

  1. Login to your Bing Ads account
  2. In Bing Ads, navigate to Conversion Tracking on the left side
  3. Click view UET tags page
  4. Click Create UET Tag
  5. Enter a name and description for the UET tag and Save as a .txt file


Now you have your UET Tag. We are 33% done!

Implementing the UET Tag

We have found that Bing’s tags can be a little temperamental about where they are placed. Based on dozens of tests with the UET Tag, we advise placing the tag within your header (between the opening and closing <head> and </head> tags). Again, the tag will need to be placed on all pages on your site. This includes any subdomains you use, and any new pages that you will be creating, don’t miss those! Otherwise, you won’t be effectively collecting data for your remarketing lists, and could have some holes in your data, which can lead to inaccurate tracking/ reporting. Finally, the UET tag should live specifically above any Google scripts you might be using. We aren’t 100% sure why the tag needs to be placed before Google’s, but have seen Bing’s Tag misfire if it isn’t implemented in this way.

To Recap Implementation:

  1. Place the tag in your header (between the opening and closing <head> and </head> tags)
  2. The tag will need to live on all pages on your site, including subdomains, blog pages, future pages, etc.
  3. The tag should be placed specifically above any Google scripts you might be using

You have implemented your UET Tag!  We are 2/3 done with the process!

Creating Conversion Goals

After you have placed the UET tag on every page of your site, you will need to tell Bing what constitutes a conversion on your website. This is done by creating conversion goal(s) that will be able to record your leads, sales, downloads, etc.

The most common approach is to use a destination URL for your goal. This setup can work for lead form submissions, downloads, and purchases, as long as your site utilizes a final thank you or checkout page (or you have the ability to create one). Here, we like to have all lead forms direct to thank you pages containing ‘thank’ in the URL (example.com/signup/thank). We then use the word ‘thank’ as a regular expression destination URL to track all of these lead form submissions.

There are more options for conversion tracking, such as time spent on site, but we have just found destination URLs to be the most valuable and reliable. You can create multiple goals to track the various ways visitors can ‘convert’ on your site, for any action you would like to track.

That includes everything necessary to set up Bing’s new UET tag and conversion tracking for your website. If you are an ecommerce site and want to track revenue for these conversions, there is an additional snippet that needs to be placed specifically on your checkout pages, but it is best to get a Bing support representative on the line for this process, as it is completely unique to your shopping cart.  Here's a great guide for Bing Revenue tracking through Shopify, for example.

All Bing users will be transitioned to the UET tag this year, but you are now one step ahead of that transition.

Feel free to reach out to us if you have any questions here or if you need support setting up and optimizing your Bing Ads or AdWords Accounts!

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Published by Evan Barrett May 24, 2016
Evan Barrett