One of the biggest value propositions of UET is that it lets you install one tag on your website to track multiple types of conversions. Once the UET tag tracking code is added to your website, Bing Ads can log page visits and any custom events (such as downloading a white paper, subscribing to a newsletter etc).
However, not all actions are created equal. You probably have a subset of actions that you consider more important to a successful advertising campaigns. These may include making purchases, filling out a lead form or watching a video. This is where conversion goals can help. Conversion goals allow you to specify which actions (recorded by UET) to count as conversions.
There are five types of conversion goals
Count user visits to webpages that you define as conversions.
Examples: Confirmation page after purchase, Thank you page after lead generation
Count every time someone stays on a website for longer than a certain amount of time as a conversion.
Example: 10 minutes or longer spent on a blog or playing a game on the webpage
Count every time someone visits more than a specified number of pages on your website as a conversion.
Example: 5 pages viewed on a support site or product catalog
Count every time someone completes a specific action such as, subscribing to newsletter or downloading white paper, as a conversion. Bing Ads enables this scenario with event goal.
By default, the UET tag logs user visits to pages on your website that allows Bing Ads to support goal types discussed above (Destination URL, Duration and Pages viewed per visit). However, you may want to track other types of events such as downloading white papers or subscribing to newsletters as conversions.
To set this up, you must customize your UET tag tracking code to report the values for one or more of the custom event parameters AND create conversion goals in Bing Ads to track those events that are reported with specific values for those parameters as conversions. To learn more, see How to report custom events with UET.
Examples: Downloading a white paper, watching a video, subscribing to a newsletter