What are the steps to enable conversion tracking in Bing Ads?

To enable conversion tracking in Microsoft Advertising (Bing Ads), you need to set up Universal Event Tracking (UET). UET allows you to track actions users take on your website after clicking your ads, such as purchases, form submissions, or other conversions.

Here's a step-by-step guide to enable conversion tracking in Microsoft Advertising:

Step 1: Create a UET Tag
The UET (Universal Event Tracking) tag is the foundation of conversion tracking in Microsoft Advertising. This tag tracks user interactions on your website, such as page views, form submissions, or purchases.

How to Create a UET Tag:
Sign in to your Microsoft Advertising account:

Go to ads.microsoft.com and sign in with your credentials.

Navigate to UET Tags:

In the top menu, click on Tools.

Under the Measurement section, select UET tags.

Create a New UET Tag:

Click on the +Create UET tag button.

Give your UET tag a descriptive name (e.g., "Main Website Tracking" or "Purchase Conversion Tag").

Save the UET Tag:

Click Save to create the tag. You will now see the UET tag code that you need to implement on your website.

Step 2: Install the UET Tag on Your Website
Now that you have created the UET tag, you need to install it on your website. The tag collects data on user behavior and sends it to Microsoft Advertising for tracking conversions.

How to Install the UET Tag:
Get the UET Tag Code:

After creating the UET tag, click on the tag name to view the tag's tracking code.

Copy the tracking code provided.

Install the UET Tag Code:

Paste the UET tag code into the head section of every page of your website. This ensures that all pages are tracked.

If you're using a tag manager like Google Tag Manager, you can implement the UET tag through that platform for easier management.

Verify UET Tag Installation:

After installing the UET tag, use the UET Tag Helper browser extension (available for Chrome) to verify that the tag is firing correctly on your website. This tool will show you whether the tag is correctly implemented and working.

Step 3: Set Up Conversion Goals
Once the UET tag is installed and working, you can set up specific conversion goals that represent actions you want to track as conversions (e.g., form submissions, purchases, or other key actions).

How to Set Up Conversion Goals:
Go to Conversion Goals:

In your Microsoft Advertising account, click on Tools and then select Conversion goals under the Measurement section.

Create a New Conversion Goal:

Click on +Create Conversion Goal.

Choose the Type of Conversion Goal:

Website Conversion: Track conversions based on user actions on your website (e.g., thank-you pages, sign-ups, purchases).

Import from Google Ads: If you are migrating from Google Ads, you can import your Google Ads conversion data.

App Conversion: Track app installs or in-app actions (if you run mobile app campaigns).

Offline Conversion: Track conversions that happen offline (e.g., in-store purchases or phone calls).

Define Your Conversion Goal:

Goal Name: Give your conversion goal a descriptive name (e.g., "Lead Form Submission" or "Completed Purchase").

Goal Category: Choose the category that best describes the action you're tracking (e.g., Purchase, Lead, Sign-up).

Conversion Window: Set the time window in which a conversion should be tracked after a user clicks your ad (e.g., 30 days). The default is 30 days.

Conversion Value: Optionally, assign a monetary value to each conversion. For example, if you're tracking a purchase, enter the value of the sale.

Set Up the Tracking Method:

If your conversion happens when a user reaches a specific page (e.g., a "Thank You" page after completing a form or purchase), select the Website Conversion option and specify the URL of that page.

If you're tracking other events (e.g., clicks on a specific button), you may need to implement Event Tracking in the UET tag.

Save the Conversion Goal:

After configuring your goal, click Save to finish the setup.

Step 4: Test Your Conversion Tracking
It's important to verify that your conversion tracking is working properly. This ensures that the conversions are being recorded correctly in your Microsoft Advertising account.

To Test Conversion Tracking:
Go to your website and perform the conversion action that you are tracking (e.g., complete a purchase, submit a form).

Check your Microsoft Advertising account to see if the conversion appears in your campaign reporting.

If the conversion isn't showing up, use the UET Tag Helper extension to troubleshoot potential issues with the UET tag installation.

Step 5: Monitor Conversion Data
Once your conversion tracking is set up and functioning, you can start monitoring conversion data in Microsoft Advertising.

To View Conversion Data:
Go to the Campaigns tab in Microsoft Advertising.

Add conversion-related columns to your report, such as Total Conversions, Conversion Rate, and Cost per Conversion.

Monitor how well your ads are driving conversions and adjust your campaigns accordingly.

Step 6: Optimize Campaigns Based on Conversion Data
After tracking conversions, use the data to make informed decisions on how to optimize your campaigns. For example:

Adjust Bids: Increase bids for high-converting keywords and reduce bids for low-converting ones.

Refine Ad Copy: Test different ad messages and optimize for those that drive more conversions.

Adjust Targeting: Focus on the audience segments that are most likely to convert.

Conclusion
Enabling conversion tracking in Microsoft Advertising (Bing Ads) involves installing the UET tag on your website, setting up specific conversion goals, and monitoring the results. By following these steps, you can track how well your ads are driving key actions on your website and use that data to optimize your campaigns for better performance.