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Where with Google Ads it is relatively easy to track conversions (both for leads and e-commerce) this is much less easy with Bing.


In this article I will discuss how conversion tracking can be set up in combination with Google Tag Manager.

Stap 1: Set up conversion tracking in Bing

Click on the tab ‘Conversion tracking’.

You’ll find that at the bottom left of the Bing interface.

Step 2: Setting the Bing UET tag

Bing’s UET (universal event tracking) code allows you to create remarketing lists and track conversions.

To do this, a code must be generated in the Bing interface. This results in a pixel that you have to load on all pages in Google Tag Manager.

Step 3: Link the UET pixel in Google Tag Manager

Go to GTM, create a new tag and give it the ID of your Bing-UET. This can be found in the Bing interface and can also be found in the script that Bing generated for you. You will see that GTM has a preset for Bing Ads. If you prefer not to have this, you can also choose ‘custom html’ as a tag type and paste the full script into it.

Make sure the script is triggered for all page views (All Pages).

Step 4: Create conversion goals

Once the UET tag is activated, Bing gives you the ability to create conversion goals. Here it gets a bit more difficult if you want to create event based targets (click on download button, conversions without a separate thank you page, …).

Microsoft publishes a manual on this page but it is not very clear. Here I try to bring more clarity with this article.

1: Give your new conversion a name of your choice and select ‘Event’ as conversion type.

2: Choose a Category and Action for your Custom Event

For your information: more information can be found on this page. In addition: take a look at the page source of how Bing represents different custom events.

UET setup

Laat goed op wat Bing schrijft onderaan de module: Om aan de eisen van het productconversiedoel te voldoen, moet u uw UET-tagtrackingcode aanpassen om aangepaste gebeurtenissen te melden. Zolang u nog geen aanpassingen aan uw UET-tag heeft gedaan, kunt u eenvoudigweg de volgende code aan uw tag toevoegen.

So we have two ways to measure the new conversion: either we use a new script, or we modify the existing UET tag. If you choose the latter option, just click ‘save’ and you will get a new UET tag from Bing. Replace it in GTM with your existing UET tag.

Method 1: working with a new script

The resulting script (see the setup in the screenshot) would look like this:


(function(w,d,t,r,u){var f,n,i;w[u]=w[u]||[],f=function(){var o={ti:"17181325"};o.q=w[u],w[u]=new UET(o),w[u].push("pageLoad")},n=d.createElement(t),n.src=r,n.async=1,n.onload=n.onreadystatechange=function(){var s=this.readyState;s&&s!=="loaded"&&s!=="complete"||(f(),n.onload=n.onreadystatechange=null)},i=d.getElementsByTagName(t)[0],i.parentNode.insertBefore(n,i)})(window,document,"script","//","uetq");

window.uetq = window.uetq || [];

window.uetq.push('event', 'Start aanvraag', {'event_category': 'Conversion'});


We’ll go to GTM and add the script as a tag.

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