How (and Why) to Set Up Microsoft Adverts Celebration Tracking with Google Tag Manager

Elbert Grims

Conversion tracking could not be a even bigger offer when it arrives to observing achievements with PPC campaigns. If you are not monitoring your conversions, how in the earth are you going to know what’s working, or what is not working, or where to put your budget? It’s brain-boggling to me that some individuals are not applying it.

microsoft ads conversion tracking

That stated, I also sympathize with marketers that have to set up conversion monitoring on a internet site wherever URL rules are not an choice. With these varieties of web-sites, it normally takes a bit far more perform to set up monitoring, and it can be a bit puzzling.

If you are working adverts in Microsoft (hint: if you are operating them in Google, you should at least consider a search at Microsoft) and you have one particular of all those disheartening web pages, then this write-up is for you. Here’s how to established up Event Tracking in Microsoft Advertisements.

Why event tracking?

You know the relevance of conversion tracking in PPC. But why party monitoring? In scenario you will need a minor additional explanation on why to use occasion monitoring, or you’re rude and totally skipped the intro, I’m likely to reply this problem by extrapolating on the common conversion monitoring option in Microsoft Ads.

When you make a Microsoft Ads account, you are specified a UET tag to use to all pages of your internet site. This pixel tracks all people who go to your web page and can also keep track of conversions. So, the easiest way to keep track of conversions is to established up URL rule objectives, as with the screenshot under:

microsoft ads conversion tracking event tracking create conversion goal

For this selection, you established up a URL rule that will fireplace when an individual hits your thank you web site. Whenever someone visits that web page immediately after clicking on one of your adverts, you will see conversion effectiveness attributed to that marketing campaign.

But if you really do not have focused thank you pages—because you have an iframe or you send out consumers offsite, for example—you will not be ready to use this selection to track your Microsoft Adverts conversions. This is when function monitoring will come into enjoy. We have protected occasion tracking in Google Ads, but now it’s time to discuss Microsoft.

How to set up Microsoft Ads celebration monitoring with Google Tag Supervisor

We’re heading to be leaping again and forth between the Microsoft Adverts and Google Tag Supervisor interfaces pretty a bit for this tutorial, but I’ll do my most effective to get in touch with out where we are to make it quick to follow.

1. Build a new conversion in Microsoft Advertisements

The initially stage is to start out creating your conversion purpose in Microsoft Adverts. In the new interface, you can head up to the “Tools” segment, then select “Conversion goals” below the “Conversion tracking” column.

microsoft ads conversion tracking event tracking create a new conversion in microsoft ads

Then select “Create New Conversion Goal” toward the base/center of the display screen.

Give your new goal a name and then select “Event” as the Goal Type.

microsoft ads conversion tracking event tracking setup

You are going to discover there is an notify that pops up that states you are going to will need to customise your UET tag to utilize function monitoring. Do not worry, we’ll get to that in a little bit.

You will then be taken to a display that seems very a little bit various than the URL rule example we have over.

microsoft ad event tracking conversion tracking goal details

Here you are specified many fields to add values to, including:

Each individual of these can be established to distinct matching parameters that will determine how your objective is tracked. Based on how you program to established up targets, you can established these to Equals to, Is made up of, Begins with, or Standard Expression.

In advance of we established these parameters, let us hop into Google Tag Manager and get some specific triggers set up.

2. Make your custom tags in Google Tag Supervisor

In Google Tag Manager, we’re likely to want to produce a new tag and trigger for this customized occasion target.

With the original UET tag that you additional to all web pages of your website, you are equipped to keep track of the URL ambitions like we talked over over. But like the warning said, if we want to observe custom gatherings that aren’t trackable by URL policies, we’re going to have to customize our UET tag. That signifies building a second UET tag to increase to the internet site.

microsoft ads event tracking conversion tracking tag configuration

Start off by generating a new tag in Google Tag Manager, then choosing “Bing Ads” from the integrations list.

microsoft ad event tracking google tag manager UET tag

You’ll then require to seize your Bing Advertisements UET Tag ID from the Microsoft Advertisements interface and include it to the open industry. You can discover this in the UET Tag portion of the conversion monitoring navigation.

how to set up microsoft ads event tracking event type

And finally, transform the Event Style from “Page Load” to “Custom.” This opens up the fields so we can add the Occasion Classification, Action, and Labels we noticed in Microsoft Advertisements. We’ll fill these out in just a minute, but to start with we need to have to create the trigger for the personalized occasion action we want to keep track of.

3. Make your tailor made triggers in Google Tag Manager

Under the tag setup, you are going to see “Triggering.” If you click that part, you’ll be prompted to decide on what kind of result in you want to set up in Tag Manager.

There are hundreds of various forms of triggers you can use as a result of Google Tag Supervisor, so get a glimpse as a result of them all and see what you are needing to observe.

For the sake of this publish, I’m heading to observe on-web page online video sights, but you can pick whichever induce will make feeling for you.

how to set up microsoft ads event conversion tracking trigger configuration

In the picture over, I chose YouTube Video as my cause, and I set up my parameters as needed.

4. Add party parameters to your GTM cause

Now that we have our cause in position, we need to last but not least established the function parameters for our tag.

how to set up microsoft ads event tracking set up event parameters

I have included the Group of Video Watch, Motion of Observe, and Label I set as YouTube Embeds.

Now we can strike conserve on our Tag and Set off in GTM, but it may make perception for you to publish down what your parameters ended up because we’ll need to have them for the future step in Microsoft Adverts.

5. Increase your occasion parameters to your Microsoft Ads custom occasion purpose

Here’s how the identical values glance for the party parameters in Microsoft:

how to set up microsoft ads conversion tracking event tracking goal details

You’ll see that they are particularly the same as we have in Google Tag Supervisor.

1 thing to be aware here, each individual price you include to the parameters narrows the aim that you are striving to monitor.

For case in point, if you had many triggers in Google Tag Manager that fired for Video Check out Occasion Class, but only a couple that had the similar Action and Label, you could set up a objective that looks like this.

how to set up microsoft ads event tracking multiple triggers

In this article, we’re tracking all situations that have Video clip Perspective as the Function Group, no matter of what they have as the Motion or Label.

Relying on how you set up your on-web page triggers and how certain you want your target to be, only include the values for every single parameter that you want to observe.

After you are completed, you can decide on your Target Category, Revenue Benefit, Rely, and Conversion Window.

Then preserve your intention and you are all set!

Enhance your Microsoft Advertisements campaigns with party tracking

There are times in which very simple URL guidelines aren’t ample to track the steps we want to see on our internet site. But with a minimal persistence and aid from Google Tag Manager, we can keep track of approximately any motion someone can take on our website and optimize for it in Microsoft Advertisements Campaigns.

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