Setting Up Microsoft Advertising (Bing Ads) Tracking with Google Tag Manager

Google Tag Manager allows you to add multiple tracking codes to your site through one straightforward interface, saving time and simplifying deployment. Whether adding a global code or a single conversion event, you can set up a complete configuration to track most standard website actions.

In this article, we’ll cover setting up Microsoft Advertising’s Universal Event Tracking (UET) tag through Google Tag Manager (GTM). As you may know, the UET tag allows you to both track conversions and set up remarketing audiences through Microsoft Advertising.

Setting Up the UET Tag

First, you’ll need to set up your UET tag, if you haven’t done so yet. Within your Microsoft Advertising account, go to UET Tags under Conversion Tracking on the lefthand menu. From here, click the Create UET Tag button.

Next, you’ll be prompted to add a name and optional description for your tag. You’ll likely want to give it a name corresponding to your brand name and/or website. If you’re planning to create multiple tags for multiple sites, you’ll want to delineate those within names.

Finally, you’ll see a box with the tracking code. For Google Tag Manager, you’ll just need to copy the ID shown above the code snippet.

Setting Up the Global Microsoft Advertising Tag in GTM

Now, it’s time to set up the global Microsoft Advertising tag in your GTM account. Navigate to the GTM workspace for your site and click the New button to create a tag.

Within the tag creation interface, name your tag accordingly and choose a tag type from the Tag Configuration section. Find Bing Ads Universal Event Tracking here (note that you can use the search bar to quickly locate it!).

Now, paste your tag ID into the Bing Ads UET ID field at the top. If you’re simply wanting to deploy the tag across the site, you can leave the rest of the settings alone for now.

Next, choose All Pages from the Triggering section.

Finally, save your tag. Note that changes won’t become live until you submit any edits you’ve made to push your workspace live. You can do this right away, or wait until you’ve created all necessary tags.

Tracking Conversions

If your site uses “thank you” pages for conversions, you can define URL-based conversion goals within the Microsoft Advertising interface. If you need to track conversions differently (for instance, if a form submits within the page without taking the user to a separate “thank you” page), you’ll need to use conversion events.

Start by creating a conversion goal and selecting “Event” as the conversion type.

On the next page, you can define specific parameters for your conversion. Choose custom identifiers for the fields (value is optional depending on if you want to correlate a specific value) and adjust other settings as needed.

Now, in GTM, create a new tag and select the Bing tag type as before. Enter your UET tag’s ID and choose “Custom” as the event type. In the fields that appear, enter text corresponding to what you defined for the conversion goal.

Next, in the Trigger section, add a trigger with a type of Custom Event. Set the trigger to fire when “Event” equals a custom string of your choice. Save the trigger and tag, and publish it once you’re set.

For the custom event to fire properly, you will need to fire a snippet of code within the site when the form is submitted. This configuration will vary based on the site’s setup and the type of form in use. You may be able to edit a “thank you” message in the CMS to include the code upon submission; however, if in doubt, work with a developer to deploy it. In the example below, replace formsubmit with whatever text you’re using in GTM to define the event.
'event': 'formsubmit'

Start Tracking!

Now, it’s time to launch your campaigns and start tracking conversions! You can easily adjust and add to your GTM setup as needed during the course of your campaign.

For more on Google Tag Manager tracking, see additional articles about integration with other platforms:

What tips or questions do you have regarding Bing Ads tracking with Google Tag Manager? Let us know in the comments below!

Comments (19)

  1. There are a whole lot of people whom I see don’t know how to use GTM with Bing and just use the default / universal UET tag instead for this.

    Good information.

    Corey Z.
    Guaranteed PPC

  2. Why not use the form submission trigger? No coding necessary. Alternatively, if you have a unique landing page for your form submission, you can trigger this on a simply page view of your landing page.

  3. Where would the custom event script you mentioned go?

    ‘event’: ‘formsubmit’

    Would this go into a new, separate GTM tag?

  4. Is the custom event script set up as a separate tag?

    This code:

    ‘event’: ‘formsubmit’

    Where does that go in GTM and does it sequence to fire before the form sub or after

  5. “For the custom event to fire properly, you will need to fire a snippet of code within the site when the form is submitted.”

    The dataLayer push needs to happen from within the website code. If the form submission variables are checked in GTM, then you may not need the dataLayer push as GTM will create a fromSubmit event by itself. Do let me know if you need more help with this issue.

  6. Hi Mike – great question! The form submission trigger is definitely the ideal choice here. However, there are many cases where GTM can’t detect a form submission (like with an AJAX form). In that case, you’d need to push the dataLayer code within the code of the site itself when the form submits, so GTM can see that the event occurred on submission of the form.

  7. Hi Margaret – this would actually have to be fired within the code of the site yourself after a successful submission. Depending on your comfort level with editing the site’s code and access to the backend, you could deploy this yourself in the code, add this to the “thank you” message via a WordPress plugin, or work with a developer to add it.

  8. Hi Ateeq- Great point here; yes, this would need to happen within the site itself if the form submission can’t be picked up within GTM. Unfortunately there are so many potential ways this could be deployed in the site depending on the CMS, form plugins used, etc., that the installation process is going to be unique to each site.

  9. For all the Bing Ads/Microsoft Advertising pixels, you should be able to use the “Bing Ads Universal Event Tracking” tag type. The custom tag example at the end would need to be added into the site itself.

  10. I am so confused right now…! Your steps do not advise to copy the Microsoft tracking code onto the website, but then when you look at other tutorials they say you need to copy the code into the footer of the website…how do we get the tracking data from tag manager to our bing/microsoft account? Lost!

  11. Hi Alfred! Thanks for the question. If you’re using Google Tag Manager and have that installed on your site, you don’t need to add any additional code to your site for the MS tracking code to fire. You would just walk through the process of creating a tag in GTM and inserting the unique ID for your Microsoft tracking tag in the field where it calls for that. Once the tag is live in GTM, you should be able to start seeing data populating in your MS Ads account if you’ve added conversion tracking and/or audiences.

  12. Goedemiddag,

    Ik heb bovenstaand uitgevoerd (zowel in Bing ads als in GTM) alleen krijg de gegevens nog niet door in Analytics.

    Wat moet je nog doen?

  13. Hi Gerrit,

    If you’re talking about Google Analytics, this setup will only work for tracking conversions directly in Bing Ads. You would need to set up a goal in Google Analytics separately to track there.

  14. With Microsoft ads would I be able to track conversions with a quote form without a thank you page? Once a prospect clicks the submit button on my page they are taken to a third party page that I have no access to.

    With Google I have it setup that all form clicks are conversions; is this possible with Microsoft ads?

  15. How to ensure that the tag is triggering all the time when the page is loaded?

  16. This is good but, How can we track conversion Value? For example, we are tracking purchase and we want to see exact conversion value?

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