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The Universal Event Tracking (UET) tag helps customers track their campaign performance with the ability to count unique conversions, associate conversion goals with a single account and track the status of tags and goals. Remarketing works in conjunction with UET and Conversion Tracking to help you reach your business goals.

After reading this training, you will understand how to:

  • Set up a conversion goal, including unique options.
  • Track and count the conversions you’ve received.
  • Add a UET Tag your site and use a Tag Helper tool.
  • Take advantage of inline overviews and alerts.

What is a Universal Event Tracking Tag?

Universal Event Tracking (UET), uses a single tag by which advertisers can retarget their search audience and track conversions, even across multiple accounts and campaigns. With UET tags, customers can yield a significant % click-through rate and ad spend increase in Remarketing in Paid Search.

To get started, you just need to create one UET tag and add it to your website once. This tag records what your customers do on your website.

How do I create a Universal Event Tracking tag?

It is easy to create a UET tag in Bing Ads. All you need is a name.

Click the Campaigns page, and then on the left pane, click Conversion Tracking. Under Conversion Tracking, click UET tags. Click Create UET tag and then enter a name.

Optional: Enter a description that helps you identify the UET tag in the future, like your website page name or URL.

Click Save. In the View UET tag tracking code box, click either Copy, Download or Email, and then click Done.

Conversion tracking

Once you set up your Universal Event Tracking tag, you are ready to begin the process of Conversion Tracking.

To get started, you need to create a conversion goal to track actions people take on your website after they click on your ad. When the action matches your conversion goal, it is counted as a conversion. You can tell Bing Ads which actions users take to count as conversions by setting your conversion goals.

How Do I Create a Conversion Goal?

Click the Campaigns tab, and then on the left pane, click Conversion Tracking.

Conversion Tracking

Under Conversion Tracking, click Conversion Goals.

Conversion Goals

On the conversion goals page, click Create conversion goal.

Create conversion goal

Enter a name for your goal in the Goal name box. When naming your goal, use a descriptive name that makes sense to you. (For example, "Checkout page".)

Goal name


Choose the type of conversion you want to track: Destination URL, Duration, Pages viewed per visit, Event, or Mobile app install.  Fill in the appropriate values for the goal type you choose. Read more about different goal types.

Once you’ve decided on a goal type, under Scope, select if you want this goal to apply to all accounts or a specific account.

If you select all accounts, you won't be able to set the currency of the revenue value. The currency of the revenue value will be determined based on the account currency to which the conversion was attributed.

If you want to add a monetary value for each conversion, under Revenue value, select one of the following:

  • Each conversion action has the same value checkbox. Enter the amount and select the currency (if available). This is a static revenue value that doesn't change.
  • The value of this conversion action may vary (for instance, by purchase price) checkbox. Enter the default amount and select the default currency (if available) to be used when no value is received for a conversion. The revenue value will change based on the customization you make to the UET tag tracking code that you add to your website.

You can also assign a Count to the conversion and enter a Conversion window to track up to 90 days in the past. Select the Universal Event Tracking tag that you want to associate with this conversion goal. Click Save.

Note: To see the complete list of currencies available for conversion goals, see Conversion Goal Revenue Currencies.

Bing Ads matches UET logs with strings defined in destination URL and custom event goals in a case insensitive way. For example, you can create a Destination URL goal type to track visits to your Thankyou.html page as conversions using the condition URL contains Thankyou.html.

New Universal Event Tracking Settings

The following updates can strengthen your campaign’s performance:

Support for Unique conversions allows you to count conversions according to your business needs. When you are creating a conversion goal, there will be 2 options available to you for the Count property:

  • All Conversions will count all conversions that happen after a click. If you are tracking purchases as conversions, this is a good option to use.
  • Unique Conversions will count only one conversion that happens after a click. Pick this option if you want to track the number of unique leads generated on your website as a conversion.

All your existing conversion goals will be defaulted to All conversions. You will be able to edit those goals to update them to Unique conversions.

Account level conversion goals specifies if a conversion goal is at the account scope or across all accounts via the new Scope property.

In the new Conversions goals page, you can now see the number of Conversions, Revenue and Repeat Rate (defined as All Conversions/Unique conversions) for each conversion goal that you have created right in the Conversion Goals page. Use the date range selector to view data for different time periods.

UET Tag Helper

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 where the UET Tag Helper comes in handy.

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. Simply clicking Add to Chrome and then Add extension.  


Universal Event Tracking lets you create and track conversion tracking and remarketing goals in a few easy steps.

Key takeaways:

  • Associate conversion goals at the account level.
  • Support for unique conversions that happen after only one click.
  • Find inline alerts, tag and goal tracking status in the UI.
  • Analyze conversion metrics on the new conversions goals page.

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

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