How to Set Up Conversion Tracking in Bing Ads (Microsoft Advertising)

Quick answer

To set up conversion tracking in Bing Ads (Microsoft Advertising), create a Universal Event Tracking (UET) tag in the conversion tracking section, install it on every page of your site directly or through Google Tag Manager, then create conversion goals that define what counts as a conversion, such as a thank-you page or a purchase event. Validate it with UET Tag Helper.

Why conversion tracking comes first

Without conversion tracking you can see clicks and spend, but not results. You can’t tell which keywords make money, and automated bid strategies have nothing to optimize toward. Set it up before you scale spend, and ideally before you launch.

Step 1: Create a UET tag

1. Sign in to Microsoft Advertising.
2. Go to Tools > Conversion tracking > UET tag (menu names can vary).
3. Select Create, give the tag a clear name (for example your domain) and save.
4. Copy the tag code or tag ID.

One tag per website is usually enough.

Step 2: Install the tag

• Directly: paste the code in the head section of every page, usually through your site’s header template.
• Google Tag Manager: use the Microsoft Advertising UET tag template, enter the tag ID and set it to fire on all pages.
• Platforms: many website builders and ecommerce platforms have a field or app for the UET tag ID.

Then configure consent so the tag respects your cookie banner and local privacy rules.

Step 3: Create conversion goals

Go to Conversion goals and create a goal. Common types:

For each goal, set:

• Revenue: a fixed value, or a variable value passed by the site.
• Count: all conversions (for purchases) or unique (for leads).
• Conversion window: how long after a click a conversion still counts.
• Primary vs secondary: which goals your bidding should optimize toward.

Step 4: Add event tracking for actions

For purchases, form submissions and other actions that don’t land on a unique URL, add a UET event on the action and pass revenue where relevant. Then create an event goal that matches it. In Google Tag Manager this is usually a second UET tag configured as a custom event, fired by the purchase or form trigger.

Step 5: Validate

1. Open your site with UET Tag Helper on and confirm the tag fires on every page.
2. Complete a test conversion and confirm the event fires.
3. Allow up to 24 hours for data to appear in Microsoft Ads.
4. Check the goal’s status and recent conversions.

Common setup mistakes

• Installing the tag only on the landing page.
• Using “equals” for destination URLs that vary.
• Counting every pageview of a thank-you page for lead forms (use unique).
• Forgetting consent configuration.
• Relying on Google conversion tags to report to Microsoft.

Why setup help is hard to get

Microsoft supports all advertisers through one central desk and doesn’t assign dedicated reps to most small and mid-sized accounts. Its Partner Program channel partners give SMBs hands-on setup help instead.

FAQ

Can I import conversion goals from Google Ads?

Goals can come across in an import, but Google tags don’t send data to Microsoft. You still need the UET tag.

Is conversion tracking needed for automated bidding?

Yes. Microsoft’s automated bidding depends on accurate conversion data.

Does UET support consent mode?

UET supports consent settings. Configure them with your cookie banner so tracking respects visitor choices.

How long until I see conversions?

Up to 24 hours after the first conversion happens.

Let a partner set it up

Adcore sets up UET and conversion goals and verifies they record correctly, as part of free Elite partner support. Get free Microsoft Ads support.