Bing Ads Universal Event Tracking helps you understand how your campaign performed by tracking your customers’ actions on your website after they clicked on your ad. (This tool replaces the original Campaign Analytics tool.) With Universal Event Tracking, you can now track multiple conversion goals with a single tag that works across your entire site. There’s no need to set up a unique tag for each individual goal.


After reading this training, you will know how to:


  • track multiple types of conversion goals
  • set up a conversion goal
  • tag your site

Once you’ve set up your conversion goals, you’ll have better insights on how your campaign is performing, beyond typical impressions and clicks. By setting up conversion goals, you’ll be able to track how customers interact and convert across devices, campaigns and accounts, helping you optimise your campaign and improve your ROI.


You’ll also save time and effort because you only have to tag your site once, even if you add a new account or conversion goal later.


Conversion goals

While revenue is commonly considered the most important campaign metric, there are other factors to consider in creating successful campaigns and building brand affinity. These include:


  • Destination URL: You can determine the number of people who visit a specific page or section on your site when you set up a conversion goal to track Destination URLs (which can be any page that you want to track). For instance, you can specifically track the confirmation or thank you page after a customer completes a purchase or fills in a form.
  • Duration per visit: Do you want to understand the length of time a customer engages with your site? Set a goal that specifies a length of time, then track the number of customers that stayed on your site longer than that stated time.
  • Pages per visit: With UET, you can also monitor the number of pages that a customer engages with and views during a visit. To track Pages per visit, set a goal for a number of pages, and then track how many customers exceed that number.
  • Custom event: Define your own goal by creating a Custom event. This feature offers the most flexibility for tracking the actions customers take on your site. For example, you can set a goal to track how often a customer initiates a download, clicks on a specific link or watches a video on your site.
  • Mobile app installs: Track every time someone installs your app as a conversion.

Setting up conversion goals

After logging in to Bing Ads, click the Campaigns page, and then on the left-hand pane, click Conversion Tracking.


Setting up conversion tracking and goals


Under Conversion Tracking, click Conversion Goals.


How to set up conversion goals


On the conversion goals page, click Create conversion goal.


Create a conversion goal


To create your goal, enter a name for the goal and then select the type of conversion goal that you want to track.


To create your goal, enter a name for the goal and then select the type of conversion goal you want to track


Additional options to specify details may appear based on the type of goal that you want to track, such as length of time or number of pages.


Finally, determine the number of days that you want to track this goal for. You can set any time-frame from seven to 90 days for all goal types, and this will be the number of days that Bing Ads will use to keep track of a particular user after the first visit to your website.

 

When you set a Destination goal to track the number of customers that land on a specific page, you have the option to set filters that meet specific criteria: Equal to, Begins with or Regular expression.


When you set a Destination goal to track the number of customers that land on a specific page, you have the option to set filters that meet specific criteria: Equal to, Begins with or Regular expression


When you want to track the Duration of time customers spend on your site, you can set up conversion goals to track “greater than” a specific time-frame.


When you want to track the Duration of time customers spend on your site, you can set up conversion goals to track “greater than” a specific timeframe


When you set up a conversion goal to track the Pages viewed per visit, you can assign the minimum number of pages that you want the user to have viewed per visit.


When you set up a conversion goal to track the Pages viewed per visit, you can assign the minimum number of pages you want the user to have viewed per visit


When you set up a Custom event, there are four values that you can use to further define a user’s interaction:


  • Category (ec): Typically the name that you provide for the object that you want to track (e.g. "button").
  • Action (ea): The type of user interaction paired with the category object (e.g. "click").
  • Label (el): An optional string, useful to note additional details about your event goal (e.g. "Plays on the welcome video").
  • Value (ev): This field may be used to track monetary value, or other numerical data associated with this goal (e.g. "5", representing £5).

NOTE: Commas are accepted in value fields, but decimals are not. In terms of monetary values, there is no currency association, just numerical values/representation.


You can set up custom goals as well that include actions, extra details in a label, or various values


Finally, when you set up a conversion goal to track mobile app installs, select Include app installs as conversions and enter the App or Measurement URL. This is an app-specific measurement URL that is provided by a Bing Ads-certified partner, along with an SDK, to track app extension installs as conversions.


Select Include app installs as conversions and enter the App or Measurement URL. This is an app-specific measurement URL that is provided by a Bing Ads-certified partner, along with an SDK, to track app extension installs as conversions


Tagging your site

A tag is a snippet of JavaScript code that you add to your website in order to track and measure user activity. Because tags are defined at the customer level, you can use the same tag to track goals across all of your accounts and campaigns. It’s recommended that you place the tag on your entire site. The generated tag is a site-level tag, and once it’s placed on your entire site, you can manage existing goals or create new goals within Bing Ads without retagging your site. Even if you add more goals later, you can still use the original tag that you set to track the new goals.


There is one caveat for when you want to track a Custom Event: You’ll need to add an additional line of code manually to the original Bing Ads-generated tag.


Once your goals have been created, you will need to assign the goal to a tracking script (tag). To do that, select a goal from the Conversion goals page by selecting the box next to the goal name, and then clicking on the View tag button. A screen will then appear with the tracking code. You will be able to choose from two different types of tags. The first, and recommended, tag is the JavaScript or <script> tag. The second option is the <noscript> tag, which may be used in cases where sites may not support JavaScript.


You can directly copy the script to embed into a website or email the tag to your website administrator to process for you. Alternatively, if you are using a tag management solution like Google Tag Manager, Adobe Tag Manager, QuBit, Signal Digital, Ensighten or Tealium, you can update it to incorporate the new tag.


Select a goal and view tag


You can directly copy the script to embed into a website or email the tag to your website administrator to process for you. Alternatively, if you are using a tag management solution like Google Tag Manager, Adobe Tag Manager, QuBit, Signal Digital, Ensighten or Tealium, you can update it to incorporate the new tag


The Status column will indicate if your goal is active or paused. You can click on the icon next to your goal to change the status between Pause and Active. If you need to edit the goal, select the Edit tab and make the necessary updates, then save your changes. (Note: you cannot delete a goal).


You can click on the icon next to your goal to change the status between Pause and Active


Performance reports are available for Keywords, Accounts, Campaigns and Ad Groups. These reports include new performance metrics for bounce rate (%), average pages per visit, average duration (seconds) and total visits. These reports can be retrieved from the Reports tab.


Summary

Universal Event Tracking lets you create and track a variety of performance goals for conversion tracking in a few easy steps. You can define and quantify conversions that align to your business goals – including events such as sign-ups, downloads, etc. This data helps you measure your ROI and analyse site traffic to help inform future campaigns.


Key take-away points:


  • Track multiple conversion goals with a single tag that works across your entire site.
  • No need for additional tags, even if you add new accounts or conversion goals later.
  • Choose from four predefined conversion goals, or create your own custom conversion goal to track.
  • Compatible with leading tag-management solutions for easy implementation.

Thank you for reading this training on Universal Event Tracking. Continue your training or take the Bing Ads Accredited Professional exam to become accredited.




Please note that features mentioned in this training may not be available in your market.