Setting Up Conversion Tracking with Bing Ads and Microsoft Ads: A How-To Guide

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surkabuknu

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May 31, 2025, 12:21 PM
Here's a comprehensive how-to guide on setting up conversion tracking with Bing Ads (Microsoft Ads) — perfect for marketers, e-commerce owners, and service-based businesses wanting to measure ROI and optimize their campaigns.

📈 Setting Up Conversion Tracking with Bing Ads (Microsoft Ads): A How-To Guide
If you're running Microsoft Ads (formerly Bing Ads), setting up conversion tracking is essential for understanding what's working and what's not.

Whether you're tracking purchases, sign-ups, or leads — this guide walks you through the full setup.

🔧 Step 1: Sign In to Microsoft Ads
Go to https://ads.microsoft.com and log in to your Microsoft Ads account.

From the main dashboard:

Click on Tools (top nav)

Under Tracking, select Conversion goals

➕ Step 2: Create a Conversion Goal
Click "+ Conversion goal"

Choose your goal type based on your objective:

Goal Type   Use Case
Website   Track purchases, sign-ups, clicks
App Install   For mobile apps
Offline Conversions   Upload data manually from a CRM
Phone Call   Track calls from call extensions

For most people, Website is the go-to.

📝 Step 3: Define Your Goal Settings
Goal Name: Something descriptive (e.g., "Lead – Contact Form Submission")

Revenue Value: Optional (set a fixed value or use dynamic tracking for e-commerce)

Count: Choose "All" for sales, "Unique" for lead generation

Conversion Window: 30 days is standard

Include in 'Conversions' metric: Keep this checked unless it's a secondary goal

📄 Step 4: Install the UET Tag (Universal Event Tracking)
The UET tag is similar to the Facebook Pixel or Google Tag.

✅ To create your UET tag:
Go to Tools > UET Tag

Click "Create UET tag" and give it a name

Click Save, then copy the tag code

🧠 Step 5: Add the UET Tag to Your Website
You have 3 options:

✅ Option A: Manually Add to Site
Paste the UET tag into the <head> section of every page of your site (especially your thank-you or confirmation page).

✅ Option B: Use Google Tag Manager
Go to GTM > Tags > New

Tag Type: Custom HTML

Paste the UET code

Trigger: All Pages

Publish changes

✅ Option C: WordPress Plugin
Use a plugin like Insert Headers and Footers or your theme's custom code section.

🧪 Step 6: Verify the Tag
Use the UET Tag Helper Chrome Extension to test and verify your UET tag is firing correctly on your site.

🎯 Step 7: Assign the UET Tag to Your Conversion Goal
Go back to your Conversion Goal settings and select your newly created UET tag.

Set the event trigger — for example, a page visit to /thank-you or a button click.

📊 Step 8: Monitor & Optimize
After launching your campaign:

Go to Tools > Conversion Goals > View Performance

Look at metrics like conversion rate, CPC, CPA, and revenue

Use this data to adjust targeting, budgets, or ad copy

✅ Summary Checklist
✔️ Create a UET tag
✔️ Install the tag on your website
✔️ Create conversion goals (e.g., form submissions, purchases)
✔️ Set proper triggers (thank-you page, click, etc.)
✔️ Test your setup
✔️ Monitor performance in Microsoft Ads dashboard

💡 Pro Tip: Set up different goals for micro-conversions (e.g., add to cart) and macro-conversions (e.g., final sale) for full-funnel visibility.

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