Microsoft Advertising (Bing Ads)

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This is a pro feature. Get the pro version here

Setting up the UET tag

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Microsoft Ads requires setting up a UET tag and a purchase conversion separately. You can skip this step, if you already have an active UET tag set up. We only need one active UET tag.

1. Log into your Microsoft Advertising account.

2. In the menu click > Tools > Conversion tracking > UET tag.

3. Click > create UET tag.

4. Give it some meaningful name like UET tag 1.

5. Save it.

6. In the next window Microsoft asks how you want to set up tagging. Choose Install the tag yourself.

7. Then click next until the new tag shows up in the UET tag list.

8. Copy that UET tag ID. In the Pixel Manager, open Tracking Pixels → Microsoft, paste it into the UET Tag ID field, and save.

   

Setting up the purchase conversion

We will set up a new purchase conversion goal, using a purchase event. It is different in the way, that we don't use a destination URL (like in most setup guides), but by using a purchase event. It is much less error-prone and works equally well.

1. In the menu click > Tools > Conversion tracking > Conversion goals.
2. Click > Create conversion goal.

3. What kind of conversions do you want to track? > Website

4. What type of goal do you want to set? > Purchase

5. Goal Type > Event

6. Edit event goal

• Name: purchase
• Revenue: Conversion action value may vary 0 USD (or the currency of your shop)

Keep the default settings for the advanced settings.

7. Enhanced Conversions

• Choose Turn on Enhanced Conversions and check the box if you want to pass the email and phone number to Microsoft Ads.

  In the Pixel Manager, open Tracking Pixels → Microsoft and turn on Enhanced Conversions, then save.

  This is optional.

• Choose I don't want to turn on Enhanced Conversions if you don't want to pass the email and phone number to Microsoft Ads.

8. Set up tagging

   1. Choose the tag that you've set up earlier.
   2. Choose > Yes, the UET tag was already installed on all website pages when you created another conversion goal or audience list.
   3. Click Save and next

9. Choose Manual installation

10. Custom event parameters

    1. Set equals to and purchase
    2. Set track event on inline action
    3. Click Save and next

11. Done

Enhanced Conversions

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This is a pro feature. Get the pro version here

Enhanced Conversions for Microsoft Ads improves conversion attribution accuracy by sending hashed first-party customer data (such as email addresses) to Microsoft. This helps Microsoft match conversions more reliably, especially in cross-device and cookieless scenarios.

Benefits

• Better attribution: Match conversions that would otherwise be lost due to cookie restrictions or cross-device journeys.
• Privacy-safe: Customer data is hashed using SHA-256 before being sent to Microsoft.
• Improved bidding: More accurate conversion data leads to better automated bidding performance.

How to Enable

1. In Microsoft Ads, when creating or editing a conversion goal, select Turn on Enhanced Conversions (see step 7 in the setup guide above).
2. In the Pixel Manager, open Tracking Pixels → Microsoft.
3. Turn on Enhanced Conversions.
4. Save the settings.

Once enabled, the Pixel Manager will automatically send hashed customer data (email, phone number if available) with conversion events to improve attribution accuracy.

Supported Events

Here's a list of supported events.