Bing Ads & UET Tag Setup
Capture high-intent shopping traffic from the Microsoft Search Network. TrakIt implements Microsoft Advertising Universal Event Tracking (UET) to report storefront interactions and purchase events.
Universal Event Tracking (UET) & Campaign Optimization
Microsoft Advertising relies on a Universal Event Tracking (UET) tag to record visitor paths, catalog views, and purchase conversions. By deploying the UET tag, Microsoft can attribute storefront actions back to your ad campaigns on Bing, Yahoo, and AOL.
TrakIt standardizes this integration by mapping core Shopify checkout milestones and storefront behaviors to your UET Tag ID. This data enables Microsoft's auto-bidding algorithms (such as Maximize Conversions or Target CPA) to optimize performance, while building accurate remarketing lists of high-intent search shoppers.
Step-by-Step Configuration Guide
Step A: Retrieve Your UET Tag ID
To get started, you must extract your unique tag identifier from the Microsoft Advertising dashboard:
- Log into your Microsoft Advertising account.
- Navigate to the top menu and select Tools → click UET tag (or go to Conversion Tracking and click UET tags).
- Locate the tag linked to your storefront and copy the numeric UET Tag ID (e.g.
12345678). - Paste this ID into the UET Tag ID input field in TrakIt's Configuration card.
- Click Save.
Configuration Notes & Save Rules
• Save Button Unlock: In TrakIt, the **Save** button under the *Event Selection* card is disabled initially. It will unlock for editing once you have successfully entered and saved your credentials under the main *Configuration* card.
• UET ID Change Warning: The blue warning box at the bottom of the Configuration card in TrakIt states: "Note: If you change UET Tag ID, you'll need to re-download and import the container." Changing this ID requires updating GTM to sync the tags.
Step B: Google Tag Manager (GTM) Container Sync
To load the Bing Ads Universal Event Tracking tags onto your storefront, the UET configuration must be synced with your Google Tag Manager (GTM) workspace:
Automatic GTM Import (Recommended)
If your Google Account is connected to TrakIt, all Bing Ads events and UET tag configurations will be imported automatically into your GTM container via GTM API. There is no need to download or upload container files manually.
If your Google account is not connected, you must download the container JSON file from TrakIt's right-hand sidebar and import it manually:
How to import manually into GTM:
- Open your Google Tag Manager workspace.
- Go to Admin → Import Container.
- Upload the downloaded container file.
- Choose Merge.
- Click Confirm to integrate the tag configurations.
* Note: Since we automatically import the tags into the container when the Google account is connected, there is no need to manually import it.
Offered Events Mapping
Choose which Shopify pixel events you want to track in Bing Ads via Web. Check the boxes to activate Web tracking for each event:
| Event Name | Trigger Description | Web (GTM Required) |
|---|---|---|
| Page View | Customer loads any page on your storefront. | ✔ |
| View Item List | Customer opens a collection or category page. | ✔ |
| View Item | Customer opens a product details page. | ✔ |
| Search | Customer executes a store search query. | ✔ |
| AddToCart | Customer adds a product to their shopping cart. | ✔ |
| Remove From Cart | Customer removes an item from their shopping cart. | ✔ |
| Begin Checkout | Customer clicks to begin the checkout flow. | ✔ |
| Purchase | Customer completes checkout and finishes payment. | ✔ |
Important Event Settings Notes
• Web-Centric Tagging: In Microsoft Advertising integration, tracking is purely browser-centric via the GTM-injected UET Tag script. Checkboxes under Event Selection determine which triggers are active inside GTM.
• Web Events Container Sync: The warning note under Event Selection states: "Note: If you change web events, you'll need to re-download and import the container." If you alter these checkboxes, you must re-download the JSON configuration and re-import it into your GTM workspace.
About the Bing Ads Integration
TrakIt's Bing Ads integration allows you to send ecommerce events from your Shopify store directly to Microsoft Advertising via UET Tag, helping optimize your ad campaigns and improve tracking accuracy.
Microsoft UET Setup Requirements
- Create a Microsoft Advertising account and generate a new UET Tag.
- Find your unique UET Tag ID inside your account details.
- Enter the Tag ID in the Configuration panel above and save it.
Unlinking & Tag Deletion
To unlink Bing Ads from your storefront:
- Click Disconnect inside the Bing Ads unlinking panel.
- Local tracking coordinates are immediately removed from TrakIt's records.
- To complete removal, you must open your GTM workspace and manually delete the UET Tag and related triggers.