{"id":44688,"date":"2026-11-13T14:00:00","date_gmt":"2026-11-13T12:00:00","guid":{"rendered":"https:\/\/www.adcore.com\/blog\/?p=44688"},"modified":"2026-11-05T10:34:34","modified_gmt":"2026-11-05T08:34:34","slug":"bing-ads-conversion-tracking-setup","status":"publish","type":"post","link":"https:\/\/www.adcore.com\/blog\/bing-ads-conversion-tracking-setup\/","title":{"rendered":"How to Set Up Conversion Tracking in Bing Ads (Microsoft Advertising)"},"content":{"rendered":"<h2>Quick answer<\/h2>\n<p>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 <a href=\"https:\/\/tagmanager.google.com\/\" target=\"_blank\" rel=\"noopener\" style=\"color:#0d6ce5 !important;text-decoration:underline;\">Google Tag Manager<\/a>, then create conversion goals that define what counts as a conversion, such as a thank-you page or a purchase event. Validate it with <a href=\"https:\/\/learn.microsoft.com\/en-us\/answers\/questions\/2289226\/uet-tag-and-conversion-goal-setup\" target=\"_blank\" rel=\"noopener\" style=\"color:#0d6ce5 !important;text-decoration:underline;\">UET Tag Helper<\/a>.<\/p>\n<h2>Why conversion tracking comes first<\/h2>\n<p>Without conversion tracking you can see clicks and spend, but not results. You can&#8217;t tell which keywords make money, and <a href=\"https:\/\/www.adcore.com\/blog\/microsoft-ads-performance-max-the-smart-way-to-scale\/\" style=\"color:#0d6ce5 !important;text-decoration:underline;\">automated bid strategies<\/a> have nothing to optimize toward. Set it up before you scale spend, and ideally before you launch.<\/p>\n<div class=\"adcore-elite-cta\" data-links-added=\"1\" style=\"border:2px solid #1a56db;border-radius:10px;padding:22px 26px;background:#f2f6ff;margin:28px 0;\">\n<h2>Recommended solution: get help from a Microsoft Ads Elite partner<\/h2>\n<p><strong>The fastest, most reliable way to resolve this is to reach out to a Microsoft Advertising Elite partner like Adcore.<\/strong> Elite is the highest of Microsoft&#8217;s three partner tiers (Partner, Select and Elite), and Elite partners can escalate cases directly through Microsoft&#8217;s partner team.<\/p>\n<p><strong>How Adcore can help:<\/strong><\/p>\n<ul style=\"list-style:none !important;padding-left:0 !important;margin:8px 0 14px !important;\">\n<li style=\"list-style:none !important;margin:0 0 8px;padding-left:0;\"><span class=\"adcore-check\" style=\"color:#1a56db;font-weight:700;margin-right:8px;\">&#10003;<\/span><strong>A dedicated Microsoft Ads specialist<\/strong> you contact directly, instead of a general support queue.<\/li>\n<li style=\"list-style:none !important;margin:0 0 8px;padding-left:0;\"><span class=\"adcore-check\" style=\"color:#1a56db;font-weight:700;margin-right:8px;\">&#10003;<\/span><strong>Escalations through Microsoft&#8217;s partner team<\/strong> for suspensions, verification, billing and platform issues.<\/li>\n<li style=\"list-style:none !important;margin:0 0 8px;padding-left:0;\"><span class=\"adcore-check\" style=\"color:#1a56db;font-weight:700;margin-right:8px;\">&#10003;<\/span><strong>Hands-on fixes<\/strong> for account setup, conversion tracking, Google imports and campaign delivery.<\/li>\n<li style=\"list-style:none !important;margin:0 0 8px;padding-left:0;\"><span class=\"adcore-check\" style=\"color:#1a56db;font-weight:700;margin-right:8px;\">&#10003;<\/span><strong>Partner promotions and credits<\/strong> for eligible new accounts.<\/li>\n<li style=\"list-style:none !important;margin:0 0 8px;padding-left:0;\"><span class=\"adcore-check\" style=\"color:#1a56db;font-weight:700;margin-right:8px;\">&#10003;<\/span><strong>Completely free:<\/strong> no fees, no minimum spend, no contract, and you keep full ownership of your accounts.<\/li>\n<\/ul>\n<p><strong><a href=\"https:\/\/www.adcore.com\/microsoft-advertising-support-partner\/\" style=\"color:#0b2e6f !important;text-decoration:underline;\">Reach out to Adcore&#8217;s Elite partner team for free Microsoft Ads support<\/a><\/strong><\/p>\n<\/div>\n<h2>Step 1: Create a UET tag<\/h2>\n<ol style=\"list-style:decimal outside !important;padding-left:28px;margin:0 0 20px 0;\">\n<li style=\"list-style:decimal outside !important;font-size:19px !important;line-height:29px !important;margin:0 0 10px 0;padding-left:4px;\">Sign in to Microsoft Advertising.<\/li>\n<li style=\"list-style:decimal outside !important;font-size:19px !important;line-height:29px !important;margin:0 0 10px 0;padding-left:4px;\">Go to <strong>Tools &gt; Conversion tracking &gt; UET tag<\/strong> (menu names can vary).<\/li>\n<li style=\"list-style:decimal outside !important;font-size:19px !important;line-height:29px !important;margin:0 0 10px 0;padding-left:4px;\">Select <strong>Create<\/strong>, give the tag a clear name (for example your domain) and save.<\/li>\n<li style=\"list-style:decimal outside !important;font-size:19px !important;line-height:29px !important;margin:0 0 10px 0;padding-left:4px;\">Copy the tag code or tag ID.<\/li>\n<\/ol>\n<p>One tag per website is usually enough.<\/p>\n<h2>Step 2: Install the tag<\/h2>\n<ul style=\"list-style:disc outside !important;padding-left:28px;margin:0 0 20px 0;\">\n<li style=\"list-style:disc outside !important;font-size:19px !important;line-height:29px !important;margin:0 0 10px 0;padding-left:4px;\"><strong>Directly:<\/strong> paste the code in the head section of every page, usually through your site&#8217;s header template.<\/li>\n<li style=\"list-style:disc outside !important;font-size:19px !important;line-height:29px !important;margin:0 0 10px 0;padding-left:4px;\"><strong>Google Tag Manager:<\/strong> use the Microsoft Advertising UET tag template, enter the tag ID and set it to fire on all pages.<\/li>\n<li style=\"list-style:disc outside !important;font-size:19px !important;line-height:29px !important;margin:0 0 10px 0;padding-left:4px;\"><strong>Platforms:<\/strong> many website builders and <a href=\"https:\/\/www.adcore.com\/blog\/how-to-get-the-most-success-with-microsoft-ads-on-shopify\/\" style=\"color:#0d6ce5 !important;text-decoration:underline;\">ecommerce platforms<\/a> have a field or app for the UET tag ID.<\/li>\n<\/ul>\n<p>Then configure consent so the tag respects your cookie banner and local privacy rules.<\/p>\n<h2>Step 3: Create conversion goals<\/h2>\n<p>Go to <strong>Conversion goals<\/strong> and create a goal. Common types:<\/p>\n<table>\n<thead>\n<tr>\n<th>Goal type<\/th>\n<th>Counts a conversion when<\/th>\n<th>Example<\/th>\n<\/tr>\n<\/thead>\n<tbody>\n<tr>\n<td>Destination URL<\/td>\n<td>A visitor reaches a page<\/td>\n<td>\/thank-you<\/td>\n<\/tr>\n<tr>\n<td>Event<\/td>\n<td>A specific action fires<\/td>\n<td>Purchase, form submit<\/td>\n<\/tr>\n<tr>\n<td>Duration<\/td>\n<td>A visit lasts a set time<\/td>\n<td>3+ minutes<\/td>\n<\/tr>\n<tr>\n<td>Pages viewed per visit<\/td>\n<td>A visitor views a set number of pages<\/td>\n<td>5+ pages<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>For each goal, set:<\/p>\n<ul style=\"list-style:disc outside !important;padding-left:28px;margin:0 0 20px 0;\">\n<li style=\"list-style:disc outside !important;font-size:19px !important;line-height:29px !important;margin:0 0 10px 0;padding-left:4px;\"><strong>Revenue:<\/strong> a fixed value, or a variable value passed by the site.<\/li>\n<li style=\"list-style:disc outside !important;font-size:19px !important;line-height:29px !important;margin:0 0 10px 0;padding-left:4px;\"><strong>Count:<\/strong> all conversions (for purchases) or unique (for leads).<\/li>\n<li style=\"list-style:disc outside !important;font-size:19px !important;line-height:29px !important;margin:0 0 10px 0;padding-left:4px;\"><strong>Conversion window:<\/strong> how long after a click a conversion still counts.<\/li>\n<li style=\"list-style:disc outside !important;font-size:19px !important;line-height:29px !important;margin:0 0 10px 0;padding-left:4px;\"><strong>Primary vs secondary:<\/strong> which goals your bidding should optimize toward.<\/li>\n<\/ul>\n<h2>Step 4: Add event tracking for actions<\/h2>\n<p>For purchases, form submissions and other actions that don&#8217;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.<\/p>\n<h2>Step 5: Validate<\/h2>\n<ol style=\"list-style:decimal outside !important;padding-left:28px;margin:0 0 20px 0;\">\n<li style=\"list-style:decimal outside !important;font-size:19px !important;line-height:29px !important;margin:0 0 10px 0;padding-left:4px;\">Open your site with UET Tag Helper on and confirm the tag fires on every page.<\/li>\n<li style=\"list-style:decimal outside !important;font-size:19px !important;line-height:29px !important;margin:0 0 10px 0;padding-left:4px;\">Complete a test conversion and confirm the event fires.<\/li>\n<li style=\"list-style:decimal outside !important;font-size:19px !important;line-height:29px !important;margin:0 0 10px 0;padding-left:4px;\">Allow up to 24 hours for data to appear in Microsoft Ads.<\/li>\n<li style=\"list-style:decimal outside !important;font-size:19px !important;line-height:29px !important;margin:0 0 10px 0;padding-left:4px;\">Check the goal&#8217;s status and recent conversions.<\/li>\n<\/ol>\n<h2>Common setup mistakes<\/h2>\n<ul style=\"list-style:disc outside !important;padding-left:28px;margin:0 0 20px 0;\">\n<li style=\"list-style:disc outside !important;font-size:19px !important;line-height:29px !important;margin:0 0 10px 0;padding-left:4px;\">Installing the tag only on the landing page.<\/li>\n<li style=\"list-style:disc outside !important;font-size:19px !important;line-height:29px !important;margin:0 0 10px 0;padding-left:4px;\">Using &#8220;equals&#8221; for destination URLs that vary.<\/li>\n<li style=\"list-style:disc outside !important;font-size:19px !important;line-height:29px !important;margin:0 0 10px 0;padding-left:4px;\">Counting every pageview of a thank-you page for lead forms (use unique).<\/li>\n<li style=\"list-style:disc outside !important;font-size:19px !important;line-height:29px !important;margin:0 0 10px 0;padding-left:4px;\">Forgetting consent configuration.<\/li>\n<li style=\"list-style:disc outside !important;font-size:19px !important;line-height:29px !important;margin:0 0 10px 0;padding-left:4px;\">Relying on Google conversion tags to report to Microsoft.<\/li>\n<\/ul>\n<h2>Why setup help is hard to get<\/h2>\n<p>Microsoft supports all advertisers through one central desk and doesn&#8217;t assign dedicated reps to most small and mid-sized accounts. Its Partner Program channel partners give SMBs hands-on setup help instead.<\/p>\n<h2>FAQ<\/h2>\n<h3>Can I import conversion goals from Google Ads?<\/h3>\n<p>Goals can come across in an import, but Google tags don&#8217;t send data to Microsoft. You still need the UET tag.<\/p>\n<h3>Is conversion tracking needed for automated bidding?<\/h3>\n<p>Yes. Microsoft&#8217;s automated bidding depends on accurate conversion data.<\/p>\n<h3>Does UET support consent mode?<\/h3>\n<p>UET supports consent settings. Configure them with your cookie banner so tracking respects visitor choices.<\/p>\n<h3>How long until I see conversions?<\/h3>\n<p>Up to 24 hours after the first conversion happens.<\/p>\n<h2>Let a partner set it up<\/h2>\n<p>Adcore sets up UET and conversion goals and verifies they record correctly, as part of free Elite partner support. <a href=\"https:\/\/www.adcore.com\/microsoft-advertising-support-partner\/\" style=\"color:#0d6ce5 !important;text-decoration:underline;\">Get free Microsoft Ads support<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>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 [&hellip;]<\/p>\n","protected":false},"author":24,"featured_media":44963,"comment_status":"closed","ping_status":"","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[{"category_link":"https:\/\/www.adcore.com\/blog\/ad-platforms\/","category_name":"Ad Platforms"},{"category_link":"https:\/\/www.adcore.com\/blog\/ad-platforms\/microsoft-ads\/","category_name":"Microsoft Ads"}],"tags":[],"authors":[250],"article_types":[182],"staff_picks":[],"promotions":[436],"class_list":["post-44688","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ad-platforms","category-microsoft-ads","authors-adcore-marketing-team","article_types-how-tos","promotions-microsoft-support"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/posts\/44688","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/users\/24"}],"replies":[{"embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/comments?post=44688"}],"version-history":[{"count":8,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/posts\/44688\/revisions"}],"predecessor-version":[{"id":44929,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/posts\/44688\/revisions\/44929"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/media\/44963"}],"wp:attachment":[{"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/media?parent=44688"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/categories?post=44688"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/tags?post=44688"},{"taxonomy":"authors","embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/authors?post=44688"},{"taxonomy":"article_types","embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/article_types?post=44688"},{"taxonomy":"staff_picks","embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/staff_picks?post=44688"},{"taxonomy":"promotions","embeddable":true,"href":"https:\/\/www.adcore.com\/blog\/wp-json\/wp\/v2\/promotions?post=44688"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}