Universal Event Tracking allows advertisers to track performance goals and enable audience-based buying with a single tag. It offers several benefits: 1. Save time and effort by tagging a website once to track goals across accounts, campaigns, and devices rather than creating new tags. 2. Improve ROI by tracking conversion activities beyond just impressions and clicks to better optimize campaigns. 3. Get better campaign measurement by seeing how customers interact and convert across different channels for more insights.

1. Universal Event Tracking
October 2014

2. One tag for all your campaigns and accounts. With
Universal Event Tracking, save time and effort by
implementing one tag that tracks and measures
performance goals and enables you for Audience
Based Buying such as Remarketing.

3. Universal Event Tracking
What our customers told us and how we responded:
“I want to track my campaigns quickly and easily with a deeper level
of metrics that I can use to inform future campaigns.”
We’ve brought you Universal Event Tracking
• Save time and effort by tagging your site once. No need to generate or add new tags to your site each time you
add a new account or a conversion goal you want to track.
• Improve your ROI. Optimize and measure your campaigns more effectively by tracking a number of conversion
activities, not just impressions and clicks.
• Get better campaign measurement. See how your customers interact and convert across devices, campaigns and
accounts for better insights.
• Enables you for Audience Based Buying opportunities such as Remarketing in Paid Search* (e.g. bid boosting).
• Remarketing in Paid Search allows you to customize your search ads to people who have previously visited your site, and tailor
your bids and ads to these visitors.
*Coming soon. Pilot opportunities for Remarketing in Paid Search, bid boosting, will be available in November 2014.

4. I. Getting started
 Creating Goals
 Tracking
 Enable, Pause or Edit Goals
 Reporting
II. Tips
III. Competitive insights

5. Getting started
There are two options to adopt Universal Event Tracking:
1. Tag your site directly with Universal Event Tracking tags
or
2. Implement Universal Event Tracking tags within a tag management
solution:
• Copy/paste our tag into the tag management UI. We currently support Google
Tag Manager, Adobe Tag Manager, QuBit, Signal Digital, Enighten and Tealium.
• Or input the specific tag values (e.g. Tag ID, goal value etc.) within a tag
management provided template. We currently support Tealium and QuBit.
Let’s get started…

6. Getting started // Creating goals
Step 1: Sign in to Bing Ads
Step 2: Navigate to the Campaigns page in the top navigation
Step 3: Select “Goals” under the Shared Library tab found in the left navigation and
click “View Goals” on the next page
Step 4: Select “Create goal” tab
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7. Step 5: Input a goal name
Step 6: Select a goal type
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Getting started // Creating goals

8. Step 6 example: Selecting Destination URL
goal type
Regular Expression
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Getting started // Creating goals

9. Step 6 example: Selecting Duration goal type
Getting started // Creating goals
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10. Step 6 example: Selecting Pages viewed per
visit goal type
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Getting started // Creating goals

11. Step 6 example: Selecting Custom event type
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Getting started // Creating goals

12. Step 6 example: Selecting Custom event type
• The code for custom events consists of four values
to define a user's interaction:
• Category (ec) Typically the name you provide for the object
you want to track. (e.g. "button").
• Action (ea) The type of user interaction paired with the
category object.(e.g. "click").
• Label (el) An optional string, useful to note further details
about your event goal. (e.g. "Plays on the welcome video").
• Value (ev) This field may be used to track monetary value, or
other numerical data associated with this goal. (e.g. "5",
representing $5).
• NOTE: Commas are accepted in value fields, but decimals
are not. In terms of monetary values, there is no currency
association, just numerical values/representation.
Getting started // Creating goals
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13. Step 6 example: Selecting Custom event type
(continued)
• Examples: An advertiser wants to track how many
users submit a help form on their landing page
multiple times. They would set up the following goal:
• Category – “Forms”, parameters expressed in tag as “ec”
• Action – “Submit”, parameters expressed in tag as “ea”
• Label – “Lead Generation”, parameters expressed in tag as “el”
• Value – “Greater than 1”, parameters expressed in tag as “ev”
• Filtering Options: “Equals”, “Begins With” &
“Regular Expression” for Category/Action/Label
fields above, and “Greater Than”, “Less Than” and
“Equal To” for Value field.
Getting started // Creating goals
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14. Getting started // Creating goals
Step 7: Once you’ve added all the information for the goal,
select a previously created tag (7a) or create a new tag
name and description (7b)
• Definition: A tag is a snippet of JavaScript code that you add to
your website in order to track and measure user activity.
• Details:
• Tags are defined at the customer level. Meaning you
can use the same tag to define and track goals across
all your accounts and campaigns.
• This flexibility allows you to instrument your site just
once (when you create your first goal), and keep
defining new goals to measure without ever adding
another tag to your site.
• Only exception is if you want to track a custom event
goal. For this you'll need to manually add an additional
line of code to the Bing Ads-generated tag.
7a
7b

15. Getting started // Creating goals
Step 8: After all that effort, don’t forget to click “Save”
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16. I. Getting started
 Creating Goals
 Tracking
 Enable, Pause or Edit Goals
 Reporting
II. Tips
III. Competitive insights

17. Getting started // Tracking
Now that your goals are created you retrieve the tracking script (or tag) to
start tracking.
Step 1: Navigate to the Campaigns page in the top navigation
Step 2: Select “Goals” under the Shared Library tab found in the left navigation and
click “View Goals” on the next page
Step 3: Select a previously created goal and “View tag script” tab
• A screen will appear with the tracking code/snippet.
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18. Getting started // Tracking
Step 4: You can directly copy the script to embed into a website (4a) or email the
tag to your website administrator (or another point of contact) (4b), who is able to
embed the script into a site, or update your tag management system to
incorporate the new tag
4a
4b
• You will be able to choose from two different types
of tags.
• The first (and recommended) tag is the JavaScript or
<script> tag.
• The second is the <noscript> tag, which may be used
in cases where sites may not support JavaScript.
• We currently support leading tag management
solutions including Google Tag Manager, Adobe Tag
Manager, QuBit, Signal Digital, Ensighten and Tealium.

19. I. Getting started
 Creating Goals
 Tracking
 Enable, Pause or Edit Goals
 Reporting
II. Tips
III. Competitive insights

20. Getting started // Enable, pause or edit goals
Step 1: Sign in to Bing Ads
Step 2: Navigate to the Campaigns page in the top navigation
Step 3: Select “Goals” under the Shared Library tab found in the left navigation
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21. Getting started // Enable, pause or edit goals
Step 4: Enable, Pause or Edit your goals
• 4a. Enabling - Click the “Paused” icon under the goal’s row in the “Status” column. Select
the “Enabled” icon (the check symbol) to update the status of the goal to “Enabled.”
• 4b. Pausing - Click the “Enabled” icon under the goal’s row in the “Status” column. Select the
“Paused” icon to update the status of the goal to “Paused.”
• 4c. Editing – Click the goal that needs to be edited by checking the box to the right of the
goal and then select the “Edit” tab. Adjust as needed and click “Save.”
4a
4c 4b

22. I. Getting started
 Creating Goals
 Tracking
 Enable, Pause or Edit Goals
 Reporting
II. Tips
III. Competitive insights

23. Getting started // Reporting
The following new metrics
are now available:
• Bounce rate (%)
• Average pages per visit
• Average duration (seconds)
• Total visits
Find these new metrics in the
following reports:
• Performance: Keyword
• Performance: Account
• Performance: Campaign
• Performance: Ad Group

24. I. Getting started
 Creating Goals
 Tracking
 Enable, Pause or Edit Goals
 Reporting
II. Tips
III. Competitive insights

25. Tips
Implement the tags directly on your site if possible or implement your
tags within an approved tag management solution. As mentioned we
currently support: Google Tag Manager, Adobe Tag Manager, QuBit,
Signal Digital, Ensighten and Tealium.
JavaScript tags will be forward compatible with any future changes
made to this feature.
Advertisers can easily add <script> tags to all current/future pages
across the site by including in page headers and templates.

26. Tips
If both tags (JavaScript & <noscript>) are included on a page or a site:
• If scripting is disabled on client side, the <noscript> tag will work.
• If scripting is enabled on client side, the embedded JavaScript tag will work and the <noscript> will be
ignored.
• There will be no duplicate reporting if both tags are used as both will use the same tag id.
Most performance reports already include conversion metrics from the
existing Campaign Analytics solution, and will continue to do so for any
“legacy” tags. This will also translate to any new tags.
• Recommendation: While legacy tags will continue to work we recommend switching to Universal Event
Tracking to take advantage of better and easier tracking, and create the foundation for Remarketing.*
*Coming soon. Pilot opportunities for Remarketing in Paid Search, bid boosting, will be available in November 2014.
• Exception: Campaign Analytics tags will be only be supported until April 2015. We recommend to change
these tags as soon as possible. Search for “flex.atdmt.com” in the tags to see if you have these tags.

27. I. Getting started
 Creating Goals
 Tracking
 Enable, Pause or Edit Goals
 Reporting
II. Tips
III. Competitive insights

28. View conversions across campaigns and devices
Choose from 4 goal setting options: Destination URL, Duration/visit, Pages Visited/visit, or
Custom Event example: played a video
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Define goals with customer events to track click-level activity on your side such as
adding an item to the cart, or downloading a PDF
Only tag the website once to track all your goals across accounts, campaigns and across
devices
2
Streamline and avoid creating and deploying a new tag when a new goal is defined 3
Set a conversion window from 7 – 90 days
Enable remarketing capabilities – coming soon 4
1. Destination only
2. Need a tag for every goal
3. A new tag must be set up
4. Google has a separate remarketing tag
Competitive Insights

29. Competitive Insights
Get started

30. Competitive Insights
Create
your goals

31. Competitive Insights
You copy
and add
E-mail to
admin to
change