How to set up Bing Ads (Microsoft Ads) conversion tracking on Shopify

Are you getting the full picture of your conversion tracking?

If you’re advertising on Bing Ads and selling on Shopify, setting up conversion tracking can provide invaluable insights and help you optimise your campaigns.

Here’s how you can set up Bing Ads conversion tracking for your Shopify store.

Create a Universal Event Tracking (UET) tag

The first step towards conversion tracking is to create a UET tag in your Bing Ads account. The process is straightforward:

1. Log in to your Bing Ads account.
2. From the menu at the top, click on Tools and then UET tag.
3. Select Create UET tag and give it a name.
4. You can add a description to help you better identify the tag at a later date.
5. Click on Save.
6. You’ll see a View UET tag tracking code box - from here you can access your code, which you’ll need for the rest of this setup process.

Adding your UET tag to your Shopify store

Once you’ve made your UET tag, it’s time to incorporate it into your Shopify store:

1. Copy your UET tag code (see the above steps).
2. Log into your Shopify account and go to Online Store and then Themes.
3. Click the ‘…’ drop-down menu and click on Edit code.
4. Locate the theme.liquid file and find the <head> section.
5. Paste your UET tag anywhere between the head tags (the section should start with <head> and end with </head>). Then click Save.
6. To add your UET tag to your ‘thank you’ page, go to Settings and then Checkout.
7. You’ll see an Additional scripts section - paste your UET tag here and click Save.

How to test your UET tag is working on Shopify

After you’ve added your UET tag to your Shopify theme, you'll need to validate that your tag is working.

To do this you can download Microsoft’s UET Tag Helper. This tool is used to validate and troubleshoot your tags, as well as to test your conversion goals.

1. Download the UET Tag Helper linked above on either Microsoft Edge or Google Chrome.
2. Navigate to the webpage you want to test the tags of.
3. Click on the UET Tag Helper icon and hit On.
4. Refresh the page you’re on.
5. Review the Tag Helper icon status - the icon uses a traffic light system to show you the status of the tags on the page. Use the same UET TAG Helper page and click '> Validate UET tags' to see what each colour represents.

Once you’ve successfully added your UET to your Shopify theme, you can go into your Bing Ads account to start tracking conversions.

You’ll be able to track certain events such as a customer completing the checkout process or reaching your intended page, helping you monitor the performance of your ads.