Universal Event Tracking (UET) is a useful way to track what happens after someone has clicked on your ad. Here, find some common user questions, tips, and best practices when getting started with UET:
Universal Event Tracking (UET) is a mechanism for advertisers to report user activity on their websites to Bing Ads by installing one site-wide tag. UET is a prerequisite for advertisers to track conversions and/or do remarketing. Once the UET tag is installed by the advertiser across their website, the tag reports user activity on the advertiser website to Bing Ads. Advertisers can then create conversion goals to specify which subset of user actions on the website qualify to be counted as conversions. If Bing Ads finds a match between a conversion goal and the user activity logged by the UET tag installed on their website, it counts a conversion. Similarly, advertisers can create remarketing lists based on user activity on website and Bing Ads matches the list definitions with UET logged user activity to put users into those lists.
UET will work with all industry ready tag management systems. The following table lists the current status of tested and supported tag managers for using UET:
A few of these tag managers also have a UET template:
To learn how to add the UET tag tracking code with the different tag managers, see the UET examples website (English-only). Note: You should refer to the specific tag manager website for the latest information about their product.
See Is my UET tag working? to find out how to validate if your UET tag is set up properly.
See Reasons for creating more than one UET tag to find if you should create more than one UET tag.
In UET v2, you can't get any site analytics data (such as visit counts and duration on various sections of the website, UET event logs, bounce rates etc).
UET v1 supported enhanced engagement metrics such as Bounce Rate, Pages/visit, Avg. Duration and Total visits in the performance reports. They will be deprecated with UET v2 due to potential incorrect reporting scenarios. Here is why:
Conversion goals and UET tags work together so you can track the actions people take on your website:
So the UET tag gathers the information that the conversion goal uses to track conversions in Bing Ads. To learn more, see What is conversion tracking?
Once advertisers install the UET tag on their website, the tag reports user activity on advertiser website to Bing Ads. When a visitor to an advertiser website performs an action that matches with the advertiser`s conversion, the action qualifies to be counted as a conversion. However, before Bing Ads actually counts it as a conversion that happened because of the advertiser`s campaign on Bing Ads, Bing Ads checks to see if the user clicked on at least one advertiser ad before visiting the advertiser`s website. In other words, Bing Ads will not count any user activity as a conversion (even if it matches goal definition) unless it is able to find an advertiser ad that the user clicked on before converting. If the user clicked on more than 1 advertiser ad before converting on the advertiser website, then the closest ad click is said to have caused the conversion and the remaining ad clicks are said to have assisted the conversion. This process of attributing the credit of one or more conversions to advertiser`s ad campaigns, ad groups and keywords is referred to as conversion attribution. There are multiple models used in the industry when attributing conversions to ad clicks. These are referred to as attribution models. As explained above, Bing Ads uses last ad click attribution, meaning if the user clicks on multiple ads before converting on the advertiser`s website, the last (most recent) click before the conversion gets credit for the conversion. Some of the other models include last click, first click, linear, time decay etc.
Bing Ads does not currently include any functionality to detect or eliminate test, fraudulent or duplicate conversions. The legacy Campaign analytics solution offered a dedup parameter (needs to be set in the tag) that allowed advertisers to select either one (not multiple) of the following options when reporting:
Option 1 (default) is equivalent to counting Unique conversions. Option 3 is ALL conversions and option 2 allowed for some de-duplication. Not all since the tag could be on multiple conversion pages and it wouldn't de-duplicate by definition. Also option 2 didn't detect fraud, test conversions. Finally note that advertisers can only select one of the above options. For instance, you can't count unique conversions and try to de-duplicate in the legacy campaign analytics solution.
De-duplication/fraud detection should not to be confused with "Unique" conversions. Setting a conversion goal to report unique conversions basically tells Bing Ads to count only 1 conversion of that goal type for an ad click. It does eliminate duplicates but does not detect fraudulent conversions. Further "Unique" conversions is not always a good choice for several goal types such as purchases.
There could be several reasons why conversions may not match. Keep in mind that Bing Ads doesn't expose conversion data to any third-party platform, and each system uses its own logic and goal setup to track conversions. As such, some level of discrepancies are expected.
Why Bing Ads may not be counting conversions
Why Bing Ads may be over counting
Why Bing Ads may be under counting
If you still have questions about the discrepancy, here is a checklist of things you need to verify:
You can view aggregate conversion counts for each goal in the Conversion Tracking > Conversion Goals page. Further, you can run the Goals reports in the UI (Reports tab) or API to segment that data by accounts, campaigns, ad groups and keywords.
Campaign Analytics sunset on Nov 1, 2016 after months of migration. We’ve been working on migrating active Campaign Analytics customers to the more powerful UET since this May. If you haven’t already done so, you’ll want to ensure UET is set up so you can continue to track conversions (i.e. purchase, sign up, download) to your site.
The SLA for conversion data to show up in reports is 4 hours from when the conversion occurred. For Mobile App Install type conversions that we track with the help of certified partners, please consult that partner you use for their SLA on reporting app install actions back to Bing Ads.
Yes, the tags are SSL compliant. The way it works is that it reads the protocol of whatever page it’s placed on (http or https) and matches the protocol.
UET collects the following data and Bing Ads retains it for 180 days. Bing Ads doesn't resell this data to third parties or share it with other advertisers.
|ti||UET Tag ID||Identify tag.|
|ver||Version||Version of UET.|
|mid||GUID generated by UET tag||Used to relate page load and any custom events passed with each other.|
|evt||Event type (pageload or custom)||Distinguishes page load event from custom events.|
|P||URL of the page||Identify webpage.|
|r||Referrer url||Identify referrer url.|
|ec||Event category (custom value passed by advertiser)||These are needed if advertiser chooses to use custom events for conversion tracking or remarketing.|
|ea||Event action (custom value passed by advertiser)|
|ev||Event value (custom value passed by advertiser)|
|el||Event label (custom value passed by advertiser)|
|gv||Variable revenue (custom value passed by advertiser)||Needed if advertiser chooses to track variable revenue.|
|gc||Variable revenue currency (custom value passed by advertiser)||Needed if advertiser chooses to track variable revenue.|
|rn||Random number||Handles browser cache.|
|tl||Page title||Used to construct digital signature so that we can detect fraud.|
|lt||Page load time|
|lg||Browser language setting|
|sc||Screen color depth|
|pi||Digital signature - one way hash of tl, lt, lg, sc, sh, sw.|
|sid||Random ID generated by UET tag||Session ID, which is unique per domain.|
For additional details about Microsoft privacy policies for usage of data, please refer to Microsoft Privacy Statement. Also note that we will not be reselling the data we collect via UET to third parties and/or share it with other advertisers using Bing Ads.
No. When Bing Ads matches UET logs with conversion goals to count conversions, it isn't case sensitive.