Microsoft Bing (UET)

Send your store's purchases and shopping events to Microsoft Advertising (Bing) from our servers through Microsoft's Conversions API, so ad blockers can't stop them. You also create a conversion goal for each event, so Microsoft has something to count them against.

1. 1. Get your UET tag ID and token

   In Microsoft Advertising:

   1. In the left menu, hover over Conversions and click UET tag.
   2. Copy your UET tag ID. No tag yet? Click Create and name one.
   3. Click the pencil icon on that tag, then Save and next.
   4. Under Set up tagging, choose Use Conversions API, then click Copy Token.

2. 2. Connect in PixelRelay

   1. Open Connections and click Connect on Microsoft Ads (Bing).
   2. Paste the UET Tag ID and the Conversions API token. Both are required.
   3. Click Connect.

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   Saving doesn't start sending yet. PixelRelay doesn't test the token when you save, so a wrong one shows up later as Not accepted in Reports → Event log.

3. 3. Create a goal for each event

   Do this once per event you want to count.

   1. In Microsoft Advertising, hover over Conversions and click Conversion goals, then Create.
   2. Choose Website. If Microsoft asks how to set up the tag, choose the manual option.
   3. Pick a goal category that fits (Purchase, Add to cart, Begin checkout...). It's only a label in Microsoft's reports.
   4. Set the goal type to Event. Not Destination URL: that waits for a thank-you page to load in the browser, so it can't fire for server events.
   5. Add the conditions from the table below: Action equals the Action, and Category equals the Category.
   6. Name it, for example PixelRelay - Purchase. For Purchase, let the value vary so each order's total is used. For the other events, leave the value at 0.
   7. Microsoft then shows a code snippet. Skip it. PixelRelay sends the events, so there's nothing to paste into your store.

   What happened	Action	Category
   Product viewed	view_item	Page view
   Added to cart	add_to_cart	Add to cart
   Checkout started	begin_checkout	Begin checkout
   Payment info added	add_payment_info	Begin checkout
   Purchase	purchase	Purchase
   Search	search	Search
   Subscription started (Recharge)	subscribe	Subscribe

   Match the spelling and capitalization exactly. Not sure about Category? The Action alone is enough, and every Action above is unique.

Turn off your old Microsoft Ads tracking

Two UET setups counting the same purchase can double it. If the Microsoft Channel app, a GTM tag, a custom pixel or theme code already sends UET events, follow Turn off old Microsoft Ads tracking.

Turn it on

In Guided setup → Switch & enable, work through Switch over Microsoft Ads, click Mark as done on each item, then click Enable Microsoft Ads tracking straight away.

Check it's working

• In PixelRelay, open Reports → Event log and hover the Microsoft Ads icon on a recent event. Delivered means Microsoft accepted the request.
• In Microsoft Advertising, open Conversions → Conversion goals. Conversions can take a while to show up.
• Testing a purchase? On the default Smart setting, purchases only go to Microsoft when the order came from a Microsoft ad click. Here's how to test one.

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Troubleshooting

More fixes in How Microsoft Ads tracking works.

Learn more

• How Microsoft Ads tracking works: browser and server, purchases and click IDs, testing
• Turn off old Microsoft Ads tracking
• Choose which networks get each sale

Need help? Email [email protected]