Amit Singh Jaggi

Support Engineer

Troubleshoot Your UET Tags With the UET Tag Helper

With Universal Event Tracking (UET) Bing Ads lets you track conversion goals and create remarketing lists using a UET tag you add to your webpages’ code. When set up correctly, UET tags are a powerful tool for helping you to reach your ROI goals.  However, it can be tricky to set them up which is why we’re introducing the UET Tag Helper.

UET Tag Helper is a Chrome browser extension that automatically validates Bing Ads UET tags on any webpage. The Tag Helper:

  • Validates UET tags in real-time
  • Let’s you know whether you implemented the UET tag correctly
  • Helps troubleshoot any common errors with the UET tag

You can install the UET Tag Helper from the Chrome web store here by clicking “Add to Chrome” and then “Add extension”.  Check out the following video for a visual, step-by-step overview on how to use the UET Tag Helper to troubleshoot your tags, and validate that they are set up correctly.

Alternatively, we invite you to visit this step-by-step guide and FAQ on UET Tag Helper here, and review working examples of UET Tag implementations on our UET examples website.

Want to review it all from start to finish?  Learn how UET can help you Track Sales and Conversions, and how to use remarketing to Reach your Audience.

And with that, add UET Tag Helper to Chrome today and check out your UET tags!

Questions? Comments?

Feel free to ping us on Twitter, visit us to ask questions at the Bing Ads Answers forum, submit and vote on your top-priority features at the Bing Ads Feature Suggestion forum, or send us your feedback directly at



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The Campaign Analytics Checklist

Do you investigate issues around an advertiser’s dip in conversions or goals?  We’ve put together this reference checklist to guide your process and help you find a faster solution.

  1. Check if Campaign Analytics is enabled for the Customer
  2. Check if analytics script aka conversion (step) code aka tag is implemented on Customer’s landing page
    Or in case of troubleshooting Goals issue – check for the appropriate goal step (Land / Browse / Step) code to make sure it’s on Customers page
  3. Check dedup parameter when conversion count is either higher / lower compared to expected value or totals from customer web logs / third party tools
  4. If initial troubleshooting does not solve an advertiser’s issue, escalate the following information to Y! Tech team / Ad Support for further investigation:

  • Advertiser Name
  • Account Number or Account XID
  • Yahoo! Bing Network query used to click on the advertisement, e.g. “phone.”
  • R-link: To obtain the r-link, search for a keyword, right click on the ad, copy the shortcut, and then paste it into a text editor. Note: The r-link is available if the campaign is active and delivering. If the r-link is not available, please identify and take note of at least one affected ad group.
  • Webpage URL where the Bing Ads analytics script or noscript pixel for the specified account is hosted. Note: If the webpage URL may only be viewed by making a purchase, please ask for the full HTML source text file.
  • Specific symptom/issue.

Does this help?  Let us know.  Scroll down for more information and technical specifics.


Support Engineer, Bing Ads



Here is what a typical Analytics script /conversion code / tag looks like. Few things you can check are highlighted below:

<script type="text/javascript"> if (!window.mstag) mstag = {loadTag : function(){},time : (new Date()).getTime()};</script>
<script id="mstag_tops" type="text/javascript" src=""></script>
<script type="text/javascript"> mstag.loadTag("analytics", {dedup:"1",domainId:"12345",type:"1",taxcost:"",shippingcost:"",revenue:"10",actionid:"678910"})
</script> <noscript> <iframe src="" frameborder="0" scrolling="no" width="1" height="1" style="visibility:hidden;display:none"> </iframe> </noscript>


The code above can be generated by following these simple steps:

1. Go to Tools > Campaign Analytics

2. Click on an existing Goal (Conversion step) and then Click on “Save and Generate code” in bottom right:
PLEASE NOTE: This does not modify the actual code being used or applied on Customer’s page. It is safe to click :)


3. You can then Copy paste the conversion code into a notepad for comparison with the code on Customer’s page


  • Pay close attention to the unique IDs in conversion tag (e.g., actionID, domainID) to make sure it matches those in the Bing Ads UI

Verify that Campaign Analytics is enabled. In the Bing Ads Web UI, go to Tools > Campaign Analytics.



Additional Resources:

· Track conversions and other site activity using Campaign Analytics(Enabling / Setup)

· About Campaign Analytics and tracking conversions (Goals / Steps)

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