What are the options for tracking multiple conversions on a single page with Bing Ads?

Tracking multiple conversions on a single page with Bing Ads (Microsoft Advertising) is possible and can be incredibly useful, especially for websites that want to track different types of conversions on the same page. For example, you might want to track a newsletter signup, a product purchase, and a contact form submission all on the same page.

Here's how you can set this up and the available options for tracking multiple conversions on a single page:

1. Using Multiple UET Tags for Different Conversions
You can create multiple UET tags in Bing Ads for different conversion actions on the same page. Each tag can track a specific action, such as a button click, form submission, or page view.

Steps:
Create Multiple UET Tags: In your Microsoft Advertising account, go to the UET Tag section and create separate tags for each conversion action.

For example, one tag could track form submissions, another for newsletter signups, and another for purchases.

Place Multiple Tags on the Same Page: You can place all the UET tags on the same page. This way, when a user completes one of the conversion actions, the corresponding UET tag will fire.

Use Different Conversion Goals: When setting up your conversions in Bing Ads, specify different conversion goals for each UET tag, such as:

Sign-up (for newsletter or email opt-ins)

Purchase (for e-commerce sales)

Form Submission (for contact form completions)

2. Using Event Tracking with Custom Parameters
You can add custom parameters to the UET tags to differentiate between the types of conversions on a single page. This method allows you to track different actions, even if they trigger the same UET tag.

Steps:
Use JavaScript Events: Add JavaScript code to your page to capture specific actions (e.g., button clicks, form submissions, etc.).

Pass Custom Values with UET Tag: You can modify your UET tag to capture and pass custom values (such as the type of conversion action) via JavaScript. This is done by triggering the UET tag with custom parameters when a user completes a specific conversion action.

Example JavaScript for triggering UET with custom parameters:
window.uetq = window.uetq || [];
window.uetq.push({
  'ec': 'conversion_type', // For example: 'purchase' or 'form_submission'
  'ea': 'action_taken', // For example: 'completed_purchase' or 'form_submitted'
  'el': 'conversion_value', // For example: '100' or 'lead'
  'ev': 1.0 // Conversion value
});

You can use this custom parameter approach for tracking multiple conversions triggered on the same page. By setting different events or values for different actions, you can differentiate them in the conversion tracking reports.

3. Event-Based Conversion Tracking
Instead of relying on multiple UET tags, you can track multiple conversions by firing the same UET tag with event-based triggers. For example, you could use event listeners to detect different actions on your page, such as button clicks or form submissions, and fire the same UET tag but with different parameters or values for each action.

Steps:
Set Up Custom Events for Different Conversions: On your page, set up JavaScript event listeners that listen for user interactions like clicks, form submissions, etc.

Fire UET Tag for Each Event: Each time one of these events occurs (e.g., clicking the "purchase" button or submitting the form), trigger the UET tag with specific event parameters to record that conversion.
document.getElementById("purchase-button").addEventListener("click", function() {
  window.uetq.push({
    'ec': 'purchase',
    'ea': 'completed',
    'ev': 1.0
  });
});

document.getElementById("form-submit-button").addEventListener("click", function() {
  window.uetq.push({
    'ec': 'form_submission',
    'ea': 'submitted',
    'ev': 1.0
  });
});

This method allows you to track different types of conversions (e.g., purchases and form submissions) using a single UET tag, and you can differentiate between them in your reports based on the event parameters you pass.

4. Tracking Conversions via URL Parameters
Another method to track multiple conversions on a single page is by using URL parameters. If the page URL changes dynamically after a user completes a specific action, you can configure your UET tag to fire based on those URL parameters.

Steps:
Add Custom URL Parameters: For example, when a user completes a purchase, the URL might change to https://example.com/thank-you?conversion=purchase. Similarly, after a form submission, the URL might be https://example.com/thank-you?conversion=form-submission.

Set Up UET Tag with URL Parameters: Use custom parameters in the UET tag to track these different conversion actions. You can do this by using JavaScript to detect the URL parameters and then trigger different conversion actions.
// Get the URL parameters
var urlParams = new URLSearchParams(window.location.search);
var conversionType = urlParams.get('conversion');

if (conversionType) {
  window.uetq.push({
    'ec': conversionType, // 'purchase' or 'form-submission'
    'ea': 'completed',
    'ev': 1.0
  });
}

This approach works well if you have different conversion actions that can be tracked via URL changes or query string parameters.

5. Tracking Multiple Goals Using the Same UET Tag
Another method is to set up multiple conversion goals in your Microsoft Advertising account for different actions but using the same UET tag. Each goal can correspond to a different type of conversion, and you can track them separately in reports.

Steps:
Create Multiple Conversion Goals: Set up separate conversion goals for each type of action (e.g., purchase, form submission, etc.).

Use the Same UET Tag: Place the same UET tag on the page but define different goals for each conversion type. For example, use different event codes or actions for each conversion goal.

6. Setting Up Conversion Tracking for Different Campaigns or Ad Groups
You can also track multiple conversions on a page by setting up different campaigns or ad groups in Microsoft Advertising, each focused on a different conversion action. While the page might be the same, you can tailor your ads and keywords to specific actions (e.g., one ad group focused on purchases, another on form submissions).

Conclusion
Bing Ads provides several methods for tracking multiple conversions on a single page, from using multiple UET tags to event-based tracking and custom URL parameters. The best approach depends on your website's setup, the type of conversions you want to track, and how you want to analyze the data.

For simple setups, using multiple UET tags or triggering conversions with custom event parameters may be the easiest. For more advanced use cases, consider combining URL parameters or using conversion goals with the same UET tag.