Setting up Bing Ads conversion tracking

You can add conversion tracking for Bing Ads on your Shopify store to better understand the impact of your marketing efforts with Bing. For example, if you run two ads on Bing for different products, then with conversion tracking you can see which ad results in more sales.

To begin your Bing ad tracking, you need to have a Bing Ads account. You need to create a Universal Event Tracking (UET) tag in your Bing Ads account, and then add your UET tag to your Shopify account.

Sign up for a Bing Ads account from Microsoft

If you don't have a Bing Ads account, then you can sign up for one.

Create a Universal Event Tracking tag

Before you can get a Universal Event Tracking (UET) tag, you must complete your Bing Ads account setup. After your account is set up, log into it and create a UET tag. For help with your Bing Ads account, contact Bing Ads help.

Add your Universal Event Tracking tag to your Shopify store

  1. Log into your Bing Ads account.
  2. Find and copy your UET tag.
  3. Add your UET tag to your theme:
    1. In your Shopify account, go to Online Store > Themes.
    2. Click the Actions drop-down menu and then click Edit code.
    3. Open the theme.liquid file and find the <head> section.
    4. Paste the UET tag you copied anywhere between the <head> and </head> tags, and then click Save.
  4. Add your UET tag to your thank you page:
    1. In your Shopify account, go to Settings > Checkout.
    2. In the Additional scripts section, paste the UET tag and then click Save.

Set up conversion tracking

After you add a Universal Event Tracking (UET) tag to your store, you can set up conversion tracking in your Bing Ads account to track when certain events happen. Here are some common events you might want to track:

  • Customer reaches your intended page - If you want to track how many people reach the page your ad links to, then you can add conversion tracking for the same destination URL that you make for the ad.

  • Customer reaches the checkout - If you want to track how many customers reach the checkout after clicking your ad, then you can add conversion tracking for a destination URL that contains checkouts.

  • Customer completes a checkout - If you want to track how many customers make a purchase after clicking your ad, then you can add conversion tracking for a destination URL that contains thank_you.

For more information, see Bing Ads Help.

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