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

by | Mar 28, 2018 | Bing Ads | 19 comments


Updated: November 19, 2021

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, as well as setting up remarketing audiences you can target via both search and the Microsoft Audience Network.

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 Tools > UET Tag from the top bar. 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, selecting “Website” for the kind of conversion and choosing the most relevant category for your goal (Purchase, Submit Lead Form, etc.). Now, you’ll see an option to select the Goal Type and should choose “Event” here.

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 conversion” 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, you can create a trigger to fire upon form submission. The exact setup may vary based on your site, but below is an example set to trigger when GTM detects a form submission on a /contact page.

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!