Microsoft Advertising (Bing) Conversions Setup

Overview:

To set up conversions in Microsoft Advertising, AKA Bing, follow these steps:

1. Set up a UET Tag:

   1. From the navigation menu on the left, hover over Conversions and select UET tag.

   2. Select Create UET tag and then enter a name.

   3. Optional: Enter a description that helps you identify the UET tag in the future. This could relate to the purpose the tag will serve or to the name or URL of your website.

   4. Optional: Clear the Enable Microsoft Clarity checkbox.

   5. Select Save.

   6. In the View UET tag tracking code box, select either Copy

   7. Paste the UET tag into the BING tab of the Tealium Lookup Table Google Sheet

2. Return to Bing/Microsoft to continue the Conversion set up. From the navigation menu on the left, hover over Conversions and select Conversion goals.

3. Select Create.

4. Choose the type of conversion you want to track: Website, Mobile app install, or Offline.

5. Select Next.

6. Choose a goal category from the dropdown menu and then choose a goal type.

   1. Goal category: Submit lead form

   2. Goal type: Event

7. Enter a name for your goal in the Goal name box. When naming your goal, use a descriptive name that makes sense to you. (For example, "Checkout page".) Please note that after you choose a name for your conversion goal, the same name may not be used again in the future.

8. Fill in the appropriate values for your selected goal type.

   1. Event category: Lead

9. Fine-tune your conversion goal with Advanced settings:

   • Set the Scope of this goal to all accounts or a specific account. Please note that once selected, this property can't be changed.

   • Change how you Count your conversions: Every conversion

   • Enter a Conversion window: 90 days

   • Set a View-through conversion window: 90 days

   • Check the Include in "Conversions" checkbox.

10. Select Next.

11. Select the UET tag that you want to associate with this conversion goal (not applicable to offline conversions).

12. Choose an answer for Do you have this UET tag installed on your website? Yes

    1. NOTE: To have tag firing on site, please follow the directions from this confluence page to add the Bing/Microsoft ID to the Tealium Google doc.

13. For Custom Event goals, specify when you want to track this event (choose Track event on inline action or Track event on page load).

14. Wait for data to start coming in. It may take up to 24 hours for conversions to begin appearing in your reports.

Remember to test your conversion tracking to ensure it's working correctly. You can use the UET Tag Helper tool in Microsoft Advertising to verify proper implementation.