Tracking Bing Ads with Formidable Forms: A How-To Guide
If you're running Bing Ads (Microsoft Ads) campaigns and want to track conversions effectively using Formidable Forms (a WordPress plugin), this guide will help you set up tracking for the leads generated through your ads. This process involves integrating Bing Ads conversion tracking with Formidable Forms to monitor which leads are coming from your Bing Ads campaigns.

Prerequisites
Before you begin, make sure you have:

Microsoft Ads (Bing Ads) account – You'll need this to get your UET tag for tracking conversions.

Formidable Forms plugin – Installed and activated on your WordPress website.

Google Tag Manager (optional) – If you want a more centralized management system for all your tracking codes.

Step 1: Set Up UET Tag in Bing Ads
Login to Your Microsoft Ads Account: Head to Microsoft Ads and log in.

Create a UET Tag:

Go to the Tools menu in your Microsoft Ads account.

Select UET (Universal Event Tracking) under the Tracking section.

Click Create UET Tag and give it a name (e.g., "Lead Form Submissions").

Once the tag is created, copy the Tag ID or the UET tracking code provided.

Add UET Tag to Your Website:

If you're using Google Tag Manager (recommended for ease of management), create a new tag and paste the UET tag code there.

Alternatively, you can directly insert the UET tag code into the header section of your WordPress theme (usually via the Header.php file or using a plugin like Insert Headers and Footers).

Step 2: Set Up Conversion Tracking in Microsoft Ads
Create a Conversion Action:

Go to your Microsoft Ads account, and under the Tools menu, select Conversion Tracking.

Click Create a new conversion action.

Set the conversion type as Lead (or another action depending on what you are tracking).

Under the "When" section, select Custom Event. This allows you to track specific actions on your website, such as form submissions.

Complete the conversion action setup by setting the conversion value (if applicable), window, and other relevant details.

Step 3: Integrate Formidable Forms with Bing Ads Tracking
Install a Formidable Forms Plugin for Tracking:

You may want to use Formidable Forms' built-in actions to trigger conversion tracking when a form is submitted. You can set this up using the Formidable Actions feature, which triggers specific actions based on form submissions.

Use JavaScript to Trigger the Conversion:

After a successful form submission, use JavaScript to trigger a conversion event in Bing Ads. This can be done through custom JavaScript or by using Formidable Forms' built-in JavaScript Hooks.

Example JavaScript for triggering the conversion event on form submission:

javascript
Copy
Edit
document.addEventListener('formidableformaftersave', function(event) {
    // Check if the form submission was successful (optional)
    if (event.detail.status === 'success') {
        // Trigger Bing Ads conversion
        window.uetq = window.uetq || [];
        window.uetq.push({ 'ec': 'Lead', 'ea': 'Form Submission', 'el': 'Your Form Name' });
    }
});
Add JavaScript to Your Formidable Form:

In Formidable Forms, go to the form you want to track.

Navigate to Settings > Form Actions > Add Action.

Choose JavaScript as the action type and paste the custom JavaScript code inside the text box.

This code will ensure that every time the form is submitted successfully, it triggers the Bing Ads conversion event.

Step 4: Test the Setup
Submit a Test Form: Go to your website and fill out the form.

Check Bing Ads: After submitting, you should see the conversion data in Microsoft Ads within a few hours (it may take up to 24 hours to fully report in the Microsoft Ads dashboard).

Verify Conversion: Make sure that the conversion is properly attributed to the correct campaign. You can verify this by checking the Microsoft Ads conversion reports.

Step 5: Troubleshooting (If Needed)
If conversions are not tracking properly, check the following:

UET Tag Installation: Verify that the UET tag is correctly installed on your site.

JavaScript: Make sure that the JavaScript you added is correct and firing after form submission.

Test Using Microsoft Ads Tag Assistant: Microsoft Ads has a Tag Assistant tool to verify if the UET tag is properly installed and functioning on your site.

Formidable Form Settings: Ensure your form is properly configured to fire the JavaScript action on submission.

Conclusion
By integrating Bing Ads conversion tracking with Formidable Forms, you can effectively track leads and optimize your campaigns based on real data. This allows for better insights into your lead generation efforts and provides you with the necessary tools to enhance your return on investment (ROI).