March 30, 2020

Bing Ads Conversion Tracking & Remarketing With Google Tag Manager

– So you wanna utilize the remarketing auto conversion tracking
features of Bing Ads? Then, in this video, I’m gonna show you how you can install the
Universal Event Tracking tag from Bing Ads onto your website with the help of Google Tag manager. All and more coming up right after this. (electronic music) Hi there and welcome to another video of where we teach you the data driven way of digital marketing. My name is Julian and
normally on this channel we do marketing tech
reviews, how-to videos, and tutorials just like this one. So if you haven’t yet,
consider subscribing. And today we wanna talk
about how we can install the Universal Event
Tracking tag from Bing Ads onto our website with the
help of Google Tag Manager, so we can do remarketing
and conversion tracking in a more sophisticated way. We’ve got lots to cover, so let’s dive in. Today our journey starts
in our Bing Ads account. And here’s where we’re
gonna send the data to that we wanna track on our demo shop. Now first thing we need to
do is to get our UET tag. UET stands for Universal Event
Tracking tag that you can obtain by going into your
conversion tracking here. And then you have your
conversion tracking, and here you have your UET tags. Let’s go to the UET tag
page and then you can create a new UET tag. And it will remind you that if
you have already one UET tag, in place, then you should be
aware that really UET tags should only be deployed
once on the website. It’s a tag that is deployable
on your whole website just like the Facebook Pixel. Let’s create a new tag just
to go through the steps here. You would put in a name, and a description, click save and you’ll get your JavaScript code that
you need to implement into Google Tag Manager. So let’s go ahead and
look at this information, keep that open. While we go ahead and install this into our Google Tag Manager account. Now within our Tag Manager
account, make sure that you have Google Tag
Manager already installed. So these codes are placed
on your website correctly. Then you can go ahead and
implement your Bing tracking. Let’s click on new tag here. And name this correctly. Then click on tag configuration. And we have our tag
templates here, we could use the custom HTML one, but there’s
actually a tag template for the UET tag as well,
you can see it, Bing Ads Universal Event Tracking. Let’s click on that, and what
we need to fill out is our tag ID, which you can find
right here, let’s copy that. We leave the UETQ variable the same. This is the variable that
our events get pushed to. Since there’s no conflict
on our website, I would recommend to keep this
the same unless there are any conflicts with this
variable I would recommend to keep this the same. And as the event type,
we’ll chose page load, you’ll get to the other
events in a second. As the trigger, we click here and choose our all pages trigger. This will deploy our UET page load tag on every page. Let’s save this and go into
the preview and debug mode. Which will put our browser
and only our browser into a special mode where
when we go to the website, reload the website we will get our little preview and debug window where we can see which tags have fired. And it seems so that our UET tag fired. Now, shortly after that,
we should be able to see that our tracking status
changes from unverified to verified. This can take a while so
we got another method here. You can install the UET tag helper which is similar to the
Facebook Pixel helper or the Google Tag assistant. She’ll let you know whether your tags have been deployed correctly. So let’s go to the page and click on this little UET icon. Let’s turn this on. And reload our page. And we see that there
is a new message here that this UET tag with this
ID has been set up correctly. Now with this in place,
we can go ahead in our Bing Ads menu and configure
a conversion goal. Right here, create a conversion goal. Give it a name, and we can choose between these different types. Now, the type that is really
possible with this tag that we just installed
is the destination URL. So we can choose any kind of URL, have certain matching options to say, when somebody lands on our thank you page, of our demo shop here, then, please count this as a conversion. Now the option that is in here
as well is a revenue value. If you have a value
that is always the same, you can choose the first option here. And input the amount. But what if you have an
online store like this one where the basket size will vary? That’s when you have to
input another UET tag for your conversions. So before we do this wrong, let’s go ahead and configure a conversion
tag for our demo shop. Let’s go over to Google Tag Manager again, under tags, we’ll go
ahead and click on new. This will be for our Bing Ads. And this time, we only wanna fire it on our transactions page. Let’s click on tag configuration, and choose our Bing Ads tag again. Input our UET tracking ID. Let’s go back, and view our tag again. Here we go, by the way
you could also save this in a constant variable. And now we want to have the page type event variable revenue. Now ask us what the goal value would be. If you just enter a
number, then this would be always the same. So obviously we want to
transfer the actual amount over that the user has bought. For that to happen we need to have a few more configurations,
so let’s revisit that. Let’s save it for now. And actually step through a
conversion on our online store. So I’m gonna go through a test conversion. And we get to the thank you
page, the page where we want to fire our tag and transfer
the order amount, in this case, $17 over to our UET tag. Now there are different methods in order to pick this data up, the preferred way in Google Tag Manger is to
install a proper data layer. This would be done by a
developer or through a plugin. We have the data available already. So here we can see there is an event called gtm4wp.orderCompletedEEC. And we have all the
data that we would need in order to get our revenue
amount out of this data layer. How would we do this? With
the help of variables. So let’s go ahead in
Google Tag Manger and build a new variable, this will
be a user defined variable called transactionAmount. And it will be a data layer variable. We’ll go ahead and click
on configuration here. We have different types of variables, we’ll go with the data
layer variable, and enter the right keys in order
to pull out this value. In our case, that would
be the E commerce field, then action field and revenue. All separated by a dot. See, again, E commerce,
purchase, action field. OK. And that should pull out the right value. Let’s save this. And we could also
already build our trigger that we want to use in order to fire this. There is a special event in
this key which makes it unique on our page, so we know
when the data is available, that’s something we
can use in our trigger. So let’s go ahead in Google Tag Manger and build a new trigger. This will be with a custom event. And the event name is gmt4wp.orderCompleted. That are not specific to
a page or a page load, but to an interaction of the user, which is really easily built
in with Google Tag Manger. So let’s go ahead and configure this tag. Go again with our Bing tag template here. Input our ID. And then choose, as the
event type, this time custom. And there’s a familiar
place that we see now. We can input goal value again. The category action label,
and then again a value, category action label is something that Google Analytics also uses. So how can we use that? Let’s click on save just
to save this for now. And let’s choose an interaction, I already written it down,
that I wanted to track the Add to Cart click. So once we go on this page,
here’s an Add to Cart click. In order to track this we
would need to first of all go into our variables, and
activate some built in variables that are important for
auto event tracking. In our case, these are
the click variables. Let’s go ahead and activate them. Once that is done, you
don’t have to do it again. For now, gonna go ahead and build
a generic click trigger. And the purpose of this
is to just find out if our interaction gets picked up correctly by Google Tag Manger. Let’s go with all elements. And deploy this on all clicks. Let’s save this. Refresh, all preview in debug mode, go back to our page,
refresh our page as well. And now I will click on
this Add to Cart button with the D command key pressed, so it opens up in a new tab. That will help us to prevent the browser from redirecting us on and being able to still see what’s going on in
the preview and debug mode. Now the interesting part here is that there’s a GTM click that
happened when I clicked on this Add to Cart
button, and we’ll be able to inspect the auto event
variables that we have configured beforehand, have been filled. And we can choose the
variables that we would like to use as conditions to turn our trigger through, and then fire our tag. So it only happens on
this Add to Cart click. Now one thing that is very unique here is the click text, it says Add to Cart, that’s nowhere else, so
if I click, for example, on this number here, you can see that the
eight click happened here, and we see click text changes. So that’s something I
can use in my trigger in order to fire my tag. So I’m gonna copy the exact term here, go over to Google Tag
Manager and build a trigger. I’m actually gonna take
our generic click trigger and turn it into a specific one. That means I’m gonna
put in some conditions in order to only turn it true once somebody clicks on the Add to Cart button. And all I need to change
is going from all clicks to some clicks. And, choosing the variable,
click text, contains, and then our Add to Cart. That should do it, let’s save this. And connect this all up to our tag. Let’s go over to our tag. This is gonna be our event click tag. And we’re gonna choose
our trigger which is our click Add to Cart. So that is configured, the
only thing that is left, are here, the category values. Now you can put in anything you want. You can also use variables
to fill them dynamically. So in my case, I’m gonna
choose click as the category. And I’m gonna choose a variable that is my click text to automatically fill this action. And then as the label I
would like to transfer which page the user was on while he was clicking this Add to Cart click. So I’m gonna go with page path here. Value doesn’t have to be
filled out but you can, if you choose so. Let’s save this. Refresh our preview in debug mode. Go back to our page. Refresh this. Now we see our Bing Ad
page view tag has fired. If I click now anywhere,
there’s something happening here in the preview, in debug mode. But our click tag hasn’t fired yet. If I click on this Add to Cart
button and I do this again with the command key pressed, and go back, we see that
our Add to Cart click has now been deployed. And we also here here in our events, that there was a custom
event that was fired with the parameters of
our Add to Cart click and dynamically filled
our product path here. Or our page path that we are on. And we also have our click
which is our category. So this seems to work as
expected, and we can now use that custom information to build a new conversion goal or set a audience list up
in our Bing Adds account. All you need to do for
this, create a new list. And choose your custom events. And then you can then fill out your category and your action. And you don’t have to fill
out the label or the value if you choose not to. And you can build a list
based of the interaction that happened on your website. All right, so there you have it. This is how you can install your UET tags, your Universal Event Tracking tags onto your website with the
help of Google Tag Manger. If I missed anything or you
have any more questions, please leave them in the comments below. And if you liked this video
please give us a thumbs up and subscribe to this channel
because we’ll bring you new videos every Wednesday. My name is Julian, till next time.

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