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Microsoft Advertising (Bing Ads)

Setting up the UET tag

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Microsoft Ads requires to set 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 and paste that UET tag IDinto the plugin.

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    UET tag ID

2. 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.

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    Create conversion goal step 1

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

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    Create conversion goal step 1

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

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    Create conversion goal step 1

  5. Goal Type > Event

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    Create conversion goal step 1

  6. Edit event goal

  • Name: purchase

  • Action: equals to purchase

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

    Keep the default settings for the advanced settings.

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    Create conversion goal step 1

  1. Set up tagging > No, this UET tag is not installed on all your website pages.

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    Create conversion goal step 1

  2. When do you want to track this event? > Track event on inline action.

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    Create conversion goal step 1

  3. Done