The background on PixelRelay's Microsoft Advertising (Bing) connection. To set it up, see Connect Microsoft Ads.
Browser and server
PixelRelay sends each event from our servers through Microsoft's Conversions API, so ad blockers can't stop it. Once Microsoft Ads is on, PixelRelay's theme embed also loads the UET tag on your storefront, using your tag ID. Both copies of an event carry the same event ID so Microsoft can match them.
Want server-only? Set Microsoft Ads to PixelRelay — server-side only under Settings → Relay → Who tracks each network? Then PixelRelay loads no UET tag.
What gets sent
Each event arrives with the Action and Category below. Your conversion goals count them.
| 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 |
Always use Event goals. A Destination URL goal waits for a thank-you page to load in the browser, and that never happens for server events, so it can't fire.
Recharge renewals start off for Microsoft Ads, because a renewal usually has no new ad click behind it. See How Recharge tracking works.
Purchases and click IDs
On the default Smart setting (Settings → Attribution), PixelRelay only sends a purchase to Microsoft when the order came from a Microsoft ad click (msclkid). Other events go regardless. See Choose which networks get each sale.
Matching shoppers
PixelRelay sends hashed email and phone with each event when the shopper's consent allows it. To let Microsoft use them, tick Turn on Enhanced conversions on the goal. There's no snippet to paste.
Testing a purchase
To see a test purchase go out without an ad click, open your store with a click ID on the end, like https://your-store.com/?msclkid=dd4afccc-b1c9-4a4c-ad95-44dd7e5006ab, then place the order in that same session. It's a made-up ID, so Microsoft won't tie it to an ad.
Duplicates
The Microsoft Channel app, an old UET tag, a UET custom pixel or another app use their own event IDs, so Microsoft can count the same purchase twice. See Turn off old Microsoft Ads tracking.
Timing
PixelRelay sends events as they happen. Conversions can take a while to show up under Conversions → Conversion goals.
Troubleshooting
| What you see | Try this |
|---|---|
| Card says Token required | You saved a tag ID without a token. Click Finish setup and add the token. |
| Not accepted in the event log | The token is wrong, or it belongs to a different UET tag. Copy it again from the right tag. |
| Other events arrive but purchases don't | Smart mode sends purchases only with a Microsoft click ID. See Purchases and click IDs. |
| Events arrive, goals stay at 0 | Check the goal is an Event goal and the Action is spelled exactly as in the table. |
| UET Tag Helper doesn't show server events | Expected. Tag Helper only sees the browser tag. Use Reports → Event log instead. |
Disconnect
Click Disconnect on the Microsoft Ads (Bing) card in Connections. PixelRelay stops sending to Microsoft. To pause without disconnecting, set Microsoft Ads to My existing setup (PixelRelay sends nothing) under Settings → Relay → Who tracks each network?
Related
Need help? Email [email protected]