Nishant Gupta


Universal Event Tracking: A New and Improved Way to Track your Sites’ Activities in Bing Ads

IMPORTANT NOTE: This post was published several months ago; the information contained in it may no longer be accurate.  For the most current information on this topic, please visit the most recent blog post or the Help file.  


We are pleased to announce the general availability of Universal Event Tracking (UET) to our advertisers worldwide. UET provides a simple yet powerful way to define and track goals (performance/conversion) that are important for your business. With UET you can associate the success of these goals with your advertising campaigns across accounts, ad campaigns and devices. It allows you, the advertiser, to learn:

  • Which ad campaigns are most effective based on conversion goals.
  • Which keywords better lead to conversions and lower bounce rates.
  • What is the return on investment of your advertising dollars.
  • Which customer segments convert better and are more valuable.
  • What type of engagement (e.g. bounce rate, pages per visit, duration per visit) your keywords have on your site.


In addition, UET lays the groundwork necessary for audience based remarketing scenarios (coming soon!) such as bid boosting by providing the ability to define custom audience segments and specifically target them.

Universal Event Tracking also replaces the current Campaign Analytics conversion tracking offering. Most of the existing tags created through Campaign Analytics will continue to work and we will continue to report on them. However, tags created prior to July 2013 will stop being supported in April 2015. While current tags will continue to work, they will be read only in Campaign Analytics and any new tags will have to be created with the new tool starting today.

How does UET work?

UET works by placing a small snippet of code (often referred to as a tracking code or tag) on the pages of your website. This code collects and sends data to Bing Ads every time the web page is loaded in the browser. Bing Ads analyses and aggregates this data to provide insights and determines if and when a goal has been met. When a goal is met, Bing Ads will report on it. We follow the last click attribution model for attributing conversions to specific keyword clicks. Any previous click during the conversion window is counted as an assist.

Defining Goals within UET

Goals provide a way to measure and track your site’s business objectives and performance. You can set up goals to track and measure just about anything. For example, transactions and purchase activity; user acquisition via sign-ups; inquiries by contacting help, sending an email, live chat etc.; user engagement via amount of time spent on the site, sharing activity, leaving comments and more.

UET supports four different types of goals that will help you in tracking and measuring your objectives.

Why you should implement

  • Simple. Use one tag for all your campaigns and accounts. Advertisers will save time and effort by implementing just one tag that tracks and measures all your goals and audience segments (for audience based buying scenarios such as remarketing). As opposed to a tag for every goal, UET tags are site wide and decoupled from specific goal or audience segment.
  • Powerful. UET allows you to track any kind of business objective (from click level to the page load level) with the support of four different types of goals.
  • Cross campaigns, cross accounts attribution. Attribution of goals across all your campaigns and accounts allows you to better understand which campaigns drive conversions and how they work together.
  • Track conversions across devices. In a world where users are using multiple devices in a day to accomplish their tasks, a “conversion” may not occur on the same device where they saw your ad. UET tracks conversions across devices when we know that devices belong to the same user.
  • Enhanced insights. Since we collect data across the site and not from the specific conversion pages, we are able to attribute traffic on your site to your campaigns and report on engagement statistics such as average duration/visit, bounce rates, average pages/visit on per keyword basis.

  • Works seamlessly with major tag management systems: Our tags are tested out of the box with major tag management systems such as Google Tag Manager, Adobe Tag Manager, Tealium, QuBit, Signal Digital and Ensighten to make sure they work!

Getting started

Here are some links to help you get started:

What’s next
Building upon the release of UET, we shall soon be following up with audience based remarketing in the coming months!

Comments? Questions? Please leave them below, visit our Feature Suggestion Forum, or ping us @BingAds.

Thanks for reading!

Nishant Gupta

  • NOTE: The information contained on this page is intended for agencies and advertisers that are self-managed or supported by Microsoft. If you are an agency or advertiser managed by Yahoo, please contact your account representative about Dot, Yahoo’s tag, which includes and supports the functionality of Bing Ads’ Universal Event Tracking.


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Coming Soon: Enhanced Search Query Report Offers Even More Specific Options

We’ve been listening to you and have been making changes based on your feedback! As a part of our recent effort to engage directly with you along the way, we will actively provide updates on what is coming through the product pipeline. 

One of these updates is an enhanced Search Query Report.  Currently in development, the new report offers an additional set of options to help you drill further into your campaign’s search data.  One of our most popular tools, campaign managers use it to:

1) Identify opportunities for new keywords and adjust your bids to maximize ROI

For example, if the Search Query Report shows your broad match keywords, golf clubs, is attracting clicks from search queries for: golf clubs sales and junior golf clubs.  You should add those two terms to your keyword list as exact match and bid appropriately to generate more click volume.  

2) Control search traffic engaging with your campaigns

Also if the Search Query Report shows your broad match keyword, golf clubs, is attracting clicks from the search query: joining country clubs, but that term isn’t converting well on your web site, you could:

  • Use a broad match modifier to emphasize that your business is selling golf clubs: Add a “+” sign immediately in front of the word golf.  The modified keyword: +golf clubs will engage with search traffic that has the word golf in the query.  Also, you could consider adding joining country clubs to your negative keyword list to specifically block this traffic.

You can learn more about these two optimization techniques at Bing Ads Cure Keywords Caught in Bad Romance.

Over the next few months we’ll be working to improve the options available to you in this report—specifically, options that give you greater control over your data and the insights you can gleam from it. 

For example, we will provide stop words and additional characters in the search query column of the enhanced report. The addition of stop words will give you access a more detailed level of search terms data, with insight from which you can then use to better optimize for a wider variety of specific search terms.

The following are some examples of stop words and additional characters that Bing Ads is working to include into the Search Query Report.  I’ve also added an example of how this information can be useful in optimizing your campaign. 

Search Query_Example of Stop Words and Characters­Benefits of this enhancement can be illustrated by following example:

Play GolfCurrently the data for the search queries: how to play golf and where to play golf are both summarized under play golf in the search term column of the report. If you are teaching golf, you are much more interested in the first search query, but with the current report it is difficult to effectively monitor and manage those two search terms individually.  The enhanced Search Query Report will separate those two terms and their KPIs to enable golf teachers to apply specific optimization tactics to each of those two terms.

Giving you more granularity and insight on the Search Query Report is part of our continuing efforts to enhance Bing Ads’ performance.  We will keep you updated on the availability of this enhancement via this Community Site. 

Thanks for your support and feedback.  To us, You are Bing Ads.

Nishant Gupta

Program Manager, Bing Ads

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