Fady Khoury


How Bing Ads Universal Event Tracking works with Yahoo Dot Tracking

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.  


Since launching Universal Event Tracking (UET) in October, we’ve been hearing from some of our Yahoo-managed customers about how UET integrates with Yahoo’s tracking solution, Dot. We want to provide a quick overview of the differences, integration points and capabilities of each solution for your understanding and clarity

What is Universal Event Tracking (UET)?

Universal Event Tracking is a simple and powerful way to track conversion and website activity from your Bing Ads campaigns. The same tracking tag will also serve as a Remarketing tag, getting you ready for Remarketing in Paid Search – coming soon.  UET tags provide conversion tracking and remarketing on the Yahoo Bing Network and is a replacement for our Campaign Analytics solution.

What is Dot?

Dot is a single tag solution from Yahoo that enables event tracking across Yahoo Gemini, Audience Ads, and Premium Display Ads, as well as enables retargeting users and building custom audiences with Yahoo’s audience buying solution. Yahoo’s Dot tag in itself does not provide any tracking functionality (conversion and goal tracking or remarketing) for the Yahoo Bing Network.

How does Bing Ads’ Universal Event Tracking integrate with Dot?

UET can be contained (i.e. wrapped) within Dot.  The integration and compatibility of UET with Dot is treated like a container tag.  If a UET tag is placed within the Yahoo Dot tag, an advertiser will get both the benefits of Yahoo tracking and Yahoo Bing Network tracking. UET and Dot are separate entities and the management of each solution will take place in their respective interfaces.

How do I integrate UET with Dot?

Your Yahoo account team will make the backend connection to contain UET within Dot.  However, you will still be required to create goals and tags within Bing Ads.  Please reach out to your respective Yahoo account team for this implementation method, which is only available to our Yahoo managed customers. More details about how to integrate UET with Dot can be found here.

What are the ways I can implement Universal Event Tracking so I’m ready for Remarketing and so I can get tracking for my Bing Ads campaigns?

There are two potential ways an advertiser can implement UET and each has its pros and cons.

For more on tag management solutions, please refer to our FAQs.

Is it mandatory for me to implement Dot in order to receive tracking for my Bing Ads campaigns and be enabled for Remarketing?

No, UET tags provide conversion tracking and remarketing capabilities for Bing Ads. As long as you implement UET, you will receive all the benefits that UET provides.

Additional resources

 Questions? Comments? Let us know!

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Migrate Your Campaign Analytics Tags to Universal Event Tracking Before They Expire

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.  


This past October, Bing Ads launched Universal Event Tracking (UET), a simpler and more powerful replacement for conversion and goal tracking in Campaign Analytics.

As a reminder, on July 31, 2015 Bing Ads will no longer support tags (tracking codes) created in Campaign Analytics prior to July 2013. That means that you'll no longer be able to track conversion goals (e.g., sales, sign-ups, etc.) and report on them with these tags. Historical reporting will still be available, but you’ll want to replace these tags as soon as possible. To identify if your tags will no longer be supported follow these steps:

  1. Log in to your Bing Ads account.
  2. Navigate to Campaign Analytics (Tools > Campaign Analytics).
  3. Click and view the goals you have available.
  4. With each goal, look for the flex.atdmt.com domain in the "Tracking Codes" section.
  5. If your tracking code contains a flex.atdmt.com domain, you will need to remove this tracking code on your site and replace it with a Universal Event Tracking code. If your tracking code contains a flex.msn.com domain, your tags will continue to work but we recommend you replace these as well to take advantage of UET.

6. Implement Universal Event Tracking on your site.

With Universal Event Tracking, you’ll gain the following benefits:

  1. An easier way to implement tags. Implement just one tag across your entire site for all your campaigns and accounts. UET is also compatible with leading tag management solutions.
  2. Receive enhanced insights and metrics like average duration per visit, average pages per visit, total visits, bounce rates and track cross-device conversion attribution.
  3. UET tags also serve as Remarketing tags, making your campaigns ready for Remarketing if you implement UET.


Coming Soon…Remarketing in Paid Search

When we launched UET, we laid the foundation to do Remarketing in Paid Search, one of the features advertisers are most excited about. Remarketing in Paid Search enables you to customize your search campaigns to those who have previously engaged or visited your website. Reaching these high value audiences can improve your campaign performance.

For those advertisers interested in Remarketing in Paid Search, UET is a prerequisite to get started. Beginning this week, we will be rolling out a pilot for Remarketing in Paid Search to select advertisers, and a roll-out to all advertisers will be available soon. To get ready for Remarketing in Paid Search, be sure to add the UET tag across your entire website and mobile site today.

Additional Resources

For additional information about UET please be sure to visit some of the below resources to help you get started:

UET Webpage

UET Implementation Guide

UET Best Practices and FAQ

Comments? Questions? Stop by our "Ask an Expert" discussion on LinkedIn... I'm happy to answer whatever questions you might have on this topic.

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Best Practices and Frequently Asked Questions for Universal Event Tracking

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.  


This past October, we launched Universal Event Tracking (UET), a great way to track what happens after someone has clicked on your ad. Since the launch of UET, we’ve been receiving feedback and wanted to answer some common questions we’ve been getting and pass along some tips and best practices when getting started with UET. In addition to the information contained in this blog post, we're also providing an open forum to Ask an Expert on our LinkedIn page this week, so please do stop by and post a question if you don't find the answer you're looking for below.

Getting set up

Where should I place the Universal Event Tracking tags?

It is a best practice that you implement the UET tag (code snippet) across your entire site, on all your web pages. You can place the tag anywhere on the page – the header, body or footer.

By tagging your entire site, you’ll be able to benefit from the new metrics that UET provides, such as bounce rate, average duration per visit, average pages per visit and total visits. Please refer to the Report field definitions to find out more about these newly added metrics.

Additionally, by tagging your entire site, you’ll be better prepared for Remarketing in Paid Search (coming soon, stay tuned here on the Bing Ads Blog for details). The more data you have on how customers are visiting and moving around your site, the more effective and the more options you’ll have with Remarketing.

How do I retrieve or export tags from the Bing Ads UI?

You can retrieve UET tags from the Goals page, which you'll find by navigating to the “Campaigns” tab, and clicking on the “Goals and Conversions” link in the left navigation bar under “Shared Library."  Upon selecting the specific goals, click “View tag” on the top and a pop up screen with the tracking tag code snippet will appear; you can choose between JavaScript code or NoScript code. You’ll have options to directly copy the script to embed into a website or email the tag to your website administrator (or anyone of your choosing), who is able to embed the script into your site.


How do I create Goals with custom variables, like tracking revenue or sales using UET?

You can assign a constant value to your Goal using the Goals page in Bing Ads UI. To track a custom (dynamic) goal value, like revenue for a conversion, for your Destination goal, UET provides a way to add JavaScript code to your page to populate the value. For example, assume you want to pass a discounted price to be your goal value. In addition to the UET tag that you’ve added to your page -- taken from the Goals page in Bing Ads UI -- you can insert the following code anywhere on the page where the discounted price is calculated, e.g. a checkout page:

     function computeDiscount(discount, price) {
         return price - (discount / 100) * price;

     window.uetq = window.uetq || [];
     window.uetq.push({ 'gv': computeDiscount(40, 100) }); // Compute and pass the computed goal value


NOTE: The function computeDiscount above is an example used to show possible business logic. This functions would be replaced, defined and owned by the developer/advertiser.

For more details on the above, and on defining custom Events as Goals, please visit this MSDN article and the help materials located here, which provide extensive details on implementation.

When should I use destination URL goals with “Equals to”, “Begins with” or “Regular expression?”

If your destination URL is dynamic, we recommend you use “Begins with” or “Regular expression” in order to track events/goals properly. 

When using “Equals to” to define your Destination URL, you must place the tag on the page of the site that matches the URL as defined in the UI. For example, if the URL where you want to track a conversion is: http://www.example.com/Thankyou.html, then use this URL as it is when defining the goal.

If your thank you or conversion pages have additional IDs, like an order ID, it’s best to use “begins with.” For example:

  • http://www.example.com/Thankyou.html?OrderId=1234
  • http://www.example.com/Thankyou.html?OrderId=5678


If you want to track all pages like the ones above, define your Destination URL goal as: Begins with: http://www.example.com/Thankyou.html.

Note that UET will still match the url for “Begins with” and “Equals” if you skipped the “http(s)” and/or the “www”, or ignored the case when entering the url in the UI. In the examples above, all of the below will still match:

  • http://example.com/Thankyou.html
  • www.example.com/Thankyou.html
  • http://www.example.com/thankyou.html


For regular expression, think of what you want the tracked URL to contain. For example, you should define your goal by inputting one of the following regular expressions: Enter success to track the word “success” anywhere in the URL, or /success/ to track “/success/” exactly.

For more information about regular expression, please visit our MSDN Regular Expression Reference and be sure to review this recent blog post.



Why don’t I see goal data available in my reports?

Reporting should be available within 3 hours after confirming activity on a goal. If you’re not seeing activity, first confirm that you have the right tracking tags embedded on your site. We recommend that you tag all webpages on your site to get the most out of UET. At a minimum, make sure that the tag is on the Destination URL defined in Bing Ads. If the tracking tag has been embedded, and your site is getting traffic, re-evaluate the likelihood of your goals being achieved. For example, if you are looking to track users that have visited 10 pages on your site in the last visit, but the vast majority of users only view a max of 5 pages per visit, it may take a while to get data.

I’m seeing an abnormally large number of conversions in my reports, what is happening?

If you are migrating to UET and have the same exact goals as Campaign Analytics, both tags will fire, which can lead to double conversions.  You can either remove the old Campaign Analytics tag from your site or disable the campaign analytics tag in the Bing Ads UI.

Additionally, UET tags will count conversions every time the pixel/tag fires or the page loads, which may lead to an inflated count of conversions. Previously, our campaign analytics solution allowed you to set the below parameters in the tag. UET tags default to Option 3 below and there is no option to change this value at this time.

Information on current tags and Campaign Analytics

Will the old tags that were created in Campaign Analytics still work?

Some of your tags will continue to work, but some will stop being supported in April 2015. Tags that were created in Campaign Analytics before July 2013 with the flex.atdmt.com domain will stop being supported. That means in April 2015, you’ll no longer receive conversions from these tags, but you’ll still receive historical reporting. You’ll want to replace these expiring tags with UET tags.

How do I know which tags to replace?

We recommend you replace all the tags you’ve created in Campaign Analytics with Universal Event Tracking. Universal Event Tracking is more powerful and simpler to use compared to Campaign Analytics. To identify the tags that will stop being supported and that must be replaced, follow these steps:

  1. Login to Bing Ads and go to Campaign Analytics (Tools > Campaign Analytics)
  2. Click on the goals you have created
  3. Look for either the flex.atdmt.com or the flex.msn.com in the tracking codes section
  4. The tags with flex.atdmt.com domain will stop being supported in April 2015
  5. If these tags are on your site, you’ll need to be replace these with a new Universal Event Tracking tag


Additional Resources

If you’d like to learn more about Universal Event Tracking, be sure to visit the resources below. The information above can also be accessed at any time in Bing Ads help. If you have additional questions, don't forget that you can head over to LinkedIn where we’ll be holding a LinkedIn Ask an Expert about UET this week.  Thanks for the continued support for Universal Event Tracking and we look forward to your continued feedback.


Thanks for reading!


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UET Update: Changes to Goal and Tag Creation for Agencies

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.  


Universal Event Tracking (UET) celebrates its three month anniversary this week, and we appreciate the feedback we’ve been hearing from you, our customers, on how to make it easier to use and apply.  In response to concerns voiced by our Agency customers, we want to announce that we’ve changed how Agency-managed accounts support UET.

Customer Challenge

Previously, when an Agency linked to a Client account, the goals/tags created by the Agency could not be seen by the Client being managed, since they were associated with the Agency’s customer. This meant that any changes to goals/tags had to be done by the Agency.  It also meant that the Client would lose said goals/tags if the Client chose to leave the Agency.  Additionally, Agencies couldn’t share logins with their Clients as a workaround, since any user logging in as the Agency would see the goals/tags of all the accounts managed by the Agency.

Product Solution

To address the scenario described above, Bing Ads has recently updated UET functionality to enable Agencies and Resellers to manage and create goals for their Clients with their Agency login.  If you are an Agency or Reseller, sign into Bing Ads and select the Client Account of interest in the navigation pane on the left of your screen.



Select Client Account in Left Navigation to create Goals/Tags for Client

Next, click “Goals and Conversions” to manage goals/tags for the selected Client account, and associate any created Goals/tags with the selected Client.  This will also ensure that when Clients sign in to Bing Ads using their own logins, they will see their Agency-created goals/tags.

If You’ve Created Goals and Tags Prior to Jan 13, 2015

If you’re an Agency that has created goals and tags prior to Jan 13, 2015, you’ll unfortunately have to recreate these goals and tags to ensure they’re associated with the desired Client. In this case, we recommend you do the following:


  1. Go to the Goals and Conversions page by selecting Shared Library, and then Goals and Conversions. 
  2. Pause all Goals created before January 13th by selecting Pause from the dropdown menu.
  3. Select the desired Client (Account) in the Left navigation pane.
  4. Create the necessary goals/tags for the selected Client.

Note that if a Client already has a pre-solution tag (code snippet) placed in a Client’s website, the Client will need to update the website with the new tag (code snippet) that was created using above steps.

Friendly Reminder to Replace your Campaign Analytics Tags

Remember to replace any old Campaign Analytics tags that you have placed on your website with Universal Event Tracking. Universal Event Tracking has replaced Campaign Analytics conversion tracking, and tags that were created with the flex.atdmt.com domain (prior to July 2013) will stop being supported in April 2015.  That means you’ll no longer receive conversion data starting this April, but conversion data tracked prior to April will still be available in your reporting.

Keep Us Posted!

Thank you again for bringing your concerns to us, and we hope the solution described meets your needs.  I invite you to comment below, on Twitter, or share your suggestions for further improvements in the Feature Suggestion Forum.


Join our UET Q&A on LinkedIn (February 2-6)

If you have questions or suggestions relating to UET then join our ‘Ask an Expert’ in the Bing Ads LinkedIn group from Monday February 2nd to Friday February 6th.

I will be in the group on point to answer any questions you may have and look forward to share some tips with you as well.

To join the UET Ask an Expert simply come to the Bing Ads LinkedIn group from Monday: http://linkd.in/1mTNv5j


Thank you,

Fady Khoury

Program Manager, Bing Ads Platform


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New in Bing Ads: Geographical Location Report Shows Which Targeting Method Served Your Ad

We’re happy to announce that there is a new Geographical Location report available to you in the Bing Ads Report suite and API. 

In response to your feedback, we’ve redesigned how location information is displayed in the report to show you exactly which targeting method was used to serve your ad.  We’ve also gone under the hood to enable this report to incorporate new targeting features when they become available.

Here’s where you can see the new “Geo location (New version)” report:

Note: The existing report has been renamed to “Geo location (Old version)”.

What’s New?

Previously, the Geographical Location report did not clarify which type of location – Physical or Search – was served with ads.


In this month’s release, our Reporting Engineers aimed to solve that by adding the column “Location type” that clearly identifies which location type – “Physical location” or “Location of interest” – was used to serve each of your ads.

Through another new column, “Most specific location”, you can also now easily see the most specific location that was used for targeting, giving you a more detailed view of where your ads are being displayed.


Example of Using This Report to Improve Your Campaign

Do you know which targeting type you selected in the settings, and whether that was the best choice for getting your ads seen?  Use the new Geo Location Report to check. 

Let’s say you sell your products only in Seattle, and you’re using the default targeting option for your campaign (“Show ads to people in, searching for, or viewing pages about your targeted location”). You open the new Geo Location report, and you see that 100 ad clicks have a “Physical location” location type and 80 ad clicks have a “Location of interest” location type.

Based on this data, you conclude that a significant amount of people are searching for your business outside of Seattle, and follow up by expanding your targeting to more areas like Portland to reach out to potentially more interested people.

Thank you for providing the feedback that helped inform this update, and please do let us know what other features or functionality would be helpful for your campaign management experience in Bing Ads.

Thank you,

Fady Khoury

Program Manager, Bing Ads Platform

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Bing Ads Search Terms Report is Now Live with Expanded Insight by Request

NOTE: This blog post is over 1 year old and the information contained in it may be outdated, for the most current information, please review this Help file.


The Search Terms Report (previously referred to as Search Query Report) is now available in the Bing Ads UI, in all markets. 

The Search Terms Report (STR) is one of the most important reports advertisers will want to leverage to ensure their campaigns are optimized for visibility and clicks.  Advertisers rely on STR to harvest keyword and negative keyword candidates. For more on using STR and other performance reports in Bing Ads, see this article.

Expanded Insight by Request

With this release, the Search Terms Report now also includes all 0-click terms, expanded insight of highly sought-after candidates for negative keywords.  Advertisers highlighted the importance of this insight and asked we include it in the release.  We have. 


By using the newly-found negative keyword candidates, advertisers can instantly improve their CTR and QS, thus achieving lower cost and higher ROI in advertising.

It is worth noting that this change will also enhance the data quality for search terms. With the inclusion of the 0-click search terms, the issue of understated impressions and overstated CTR for a search term has been completely solved. Advertisers now have the complete picture around the search terms to make more precise evaluations.

Data volume-wise, the Search term report now captures approx. 20 to 40 times more terms than in the past, and the Bing Ads Engineering team was able to achieve it without compromising performance.

Where can this change be seen?

This change will manifest in the Search Terms Report on the Reports page and on the Campaigns page under the Dimensions and Keywords tab (see screenshots below).

The Search Terms Report will show 100% of search terms, while search terms in the Dimensions tab will be filtered to show only the search terms with at least one click, to ensure the page SLA on the UI. However, the net impact of such filtering under Dimensions tab will only reduce the number of terms returned to the UI, but will not compromise the data quality in terms of impressions and CTRs.


Fady Khoury

Program Manager, Bing Ads Platform

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