Setting Up Bing Conversion Tracking with the Universal Event Tag

Bing Ads Conversion Tracking - Disruptive Advertising
March 20, 2015 By Bing Ads

If you’ve been doing Paid Search advertising using the Bing Ads platform, you’ve probably gotten an email recently about upcoming changes to Bing Ads conversion tracking. As of July 2015, Bing Ads will no longer support or allow you to edit conversion goals created with Bing Campaign Analytics.

I’m here to help you understand what’s changing and how to implement conversion tracking for your Bing Ads PPC Campaigns.

Basically, the purpose of Bing’s Universal Event Tracking is to be an all-in-one tag for Analytics, Conversion Tracking, and Remarketing. This could be a significant update since Bing hasn’t supported built-in remarketing before and its old Campaign Analytics feature is basically limited to setting up a conversion funnel.

UET probably won’t replace Google Analytics if you’re already using that, but the ability to setup Remarketing and Conversions using a single tag that only needs to be placed once is a nice feature.

Here’s how to do it for your site:

How to Setup Bing Ads Conversion Tracking

First, let’s create our first goal to actually generate the tag. Log into your account and click on the Shared Library on the left-side menu. Then click Goals and Conversions and the Create Goal button.

Bing Ads Universal Event Tracking Setup

Now you can enter your goal information. Name your goal, and for Goal Type select Destination URL for a traditional URL-based conversion like Google Adwords uses.

For the Destination URL, this client has a standalone Thank You page where all PPC conversions are directed. For the URL type you can choose from Exact Match, Begins With, or Regular Expression (If you’re familiar with Google Analytics you’ll recognize those).

I chose Begins With so the conversion will include the the url while ignoring any parameters that come after. I recommend choosing the same for most static thank you pages.

Enter a Goal Value if you know how much a conversion is worth to you, and then Conversion Period defines how long after the first ad click a conversion will be counted to PPC (30 is the default).

Finally, click the Tag Name drop-down and then Create a tag. Name your tag whatever you like (I called mine “Bing Ads Conversion Tracking”) and click Save.

Bing Ads Conversion Goal

Now you’ll be back at the Goals and Conversions page, where you can click View Tag to see the code snippet. Copy that snippet and go find your web developer—it’s time to add it to your site!

Bing Ads Universal Event Tag

The Bing Ads Universal Event tracker is like Google Analytics: it wants to live on every page on your site.

At Disruptive Advertising, we generally set up clients with PPC Landing Pages through the Unbounce platform, which lets us easily add scripts to every landing page through a script manager where we simply paste the script, like this:

Adding Bing Ads Script to Your Site

You’ll want the script added before the </head> or </body> tag on every page of your site, especially the page where you’re actually tracking the conversion.

Once that’s done, you’re good to go!  If you want to add more conversions in the future, just go through the same process but instead of creating a new tag just select your existing UET tag and it will handle everything. Once you’ve verified that it’s working you’ll want to remove any older Bing Ads conversion codes so you’re not double-counting conversions.

Questions or problems? Leave a comment and I’ll try to help!

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Casey Walrath

Account Strategist & Content Marketing
Casey is an account strategist and blogging/content and IT czar here at Disruptive Advertising. When he's not cuddling up to his cardboard cutout Chewbacca, he's cuddling up with his cardboard Jar Jar Binks.


  • Brett says:

    Casey. Solid post. Quick question in regards to this tracking. How does one handle an external confirm page? Lets say I have a site but ordering is handled via 3rd party processor. Do you place the same bing UET tag at the 3rd party site? Do I use a custom event instead of destination url?

    • Casey Walrath says:

      Good question, and honestly I don’t know the answer. I’d have to dive in and see if UET has the capability of working across multiple domains, built at the moment I’m not working with any clients using a third party checkout. In the mean time it’s definitely best to have Analytics ecommerce tracking setup. You’ll have to hop between platforms, but it’s better than nothing.

      • Nick says:

        Casey, any update on tracking conversions across domains? Bing support hasn’t been helpful and I need this to work.

  • SO you are saying I need to place conversion tracking code not only in conversion (thank you) page but also on landing pages and other pages? Is this you trying to say? let me know by tweet I will be happy to know. @Imansoorshaikh

  • […] it does all of this with just that one code!  As another blogger put it, it’s one tag to rule them all :).  After it’s set up, you can add new goals without having to create or implement any new […]

  • AC says:

    I’m having issues with this – I’ve done pretty much the exact same for my site and it isn’t recording conversion even though I am getting sales. Really frustrating as this should be fairly basic for standard thank you page conversion tracking.

    I use wordpress, I wonder if this is having an effect? I’ve tried the javscript and the no script versions of the tag.

    Have you heard of similar issues anywhere? What is your best guess as to what the problem is likely to be?!

    You’d be a superstar if you can solve my problem!!

  • Ty says:

    Same problem as above, any ideas>

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  • Ralpheal says:

    Great article, I’ve been trying to figure out Bing Tracking for a little while now. It seems since they changed it last year, it’s a little different. I think since the UET Tag is the exact same code as the Conversion Tracking Code it can get a little complex. But I assume maybe there different, just look the same lol

    Anyhow great post. So essentially you want to place the Universal Tracking Code (UET) on the entire website, and the Conversion Code on your Thank You page from what I understand.

    I’ve been trying to figure out the 3rd party solution as well, when a Sale is generated on another website/domain such as Affiliate Sales Page.

    Thanks again,


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  • Here we are a 1 1/2 years later from the last comment and Bing/UET still doesn’t support 3rd party conversion tracking. I have a normal affiliate site setup where I have content, but then to complete the conversion they go to the host site. (e.g. advertising for Geico on my own insurance site, but when they go to complete a lead it is on But, of course I can’t put my UET tag on Geico so this whole UET idea is a fail. If anyone knows of a workaround please let me know! I would even pay a bounty at this point if anyone knows how to fix this as I’m about ready to have to turn off very large accounts due to this!

  • Mark says:

    Did anyone ever find a solution to what Matt says above? I also want to track conversions that occur on a site that I don’t have control over so cannot put the UET tag in place. I would love to be able to pass the conversion data back to Bing, it would be a huge help. Does anyone have a solution? Thank you

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