Universal Event Tracking

UET is a powerful Bing Ads tool. You just need to create one single UET tag and then add it to your website once. This tag records what customers do on your website then Bing Ads starts collecting that data allowing you to track conversions (like purchases or leads) or target audiences using remarketing lists. UET is a prerequisite for conversion tracking and remarketing in paid search.

Universal Event Tracking

There are a few steps to get this set up. You will need to:

For details please see these API overview sections below:

Universal Event Tracking APIs

Before you can track conversions or target audiences using a remarketing list, you need to create a UET tag in Bing Ads (web application or API) and then add the UET tag tracking code to every page of your website. This section describes how you can setup UET tags using the Bing Ads API. For information about setting up UET tags using the Bing Ads web application, see How do I create a UET tag? and FAQ: Universal Event Tracking.

Note

For each of the operations described in this section, you must specify the customer identifier in the CustomerId header element.

  1. First you should call the GetUetTagsByIds operation to check whether a tag has already been created. You can leave the TagIds element null or empty to request all UET tags available for the customer.
  2. You can use one UET tag with all of your conversion goals and remarketing lists. Before you create multiple UET tags, see Reasons for creating more than one UET tag. If you do not already have a UET tag that can be used, or if you need another UET tag, call the AddUetTags service operation to create a new UET tag. If the call is successful, the tracking script that you should add to your website is included in a corresponding UetTag within the response message. Later as needed you can update the name and description of a UetTag with the UpdateUetTags operation.

After you retreive the tracking script from the AddUetTags or GetUetTagsByIds operation, the next step is to add the UET tag tracking code to your website. We recommend that you, or your website administrator, add it to your entire website in either the head or body sections. If your website has a master page, then that is the best place to add it because you add it once and it is included on all pages. For more information, see How do I add the UET tag to my website?

Depending on what you want to do, either set up conversion tracking or remarketing in paid search.

Conversion Goal APIs

One of the biggest value propositions of UET is that it lets you install one tag on your website to track multiple types of conversions. Once the UET tag tracking code is added to your website, Bing Ads can log page visits and any custom events (such as downloading a white paper, subscribing to a newsletter etc).

However, not all actions are created equal. You probably have a subset of actions that you consider more important to a successful advertising campaigns. These may include making purchases, filling out a lead form or watching a video. This is where conversion goals can help. Conversion goals allow you to specify which actions (recorded by UET) to count as conversions. For more information about Conversion Goals, see What are conversion goals and goal types?.

Conversion Goal Campaign Management APIs

There are five types of conversion goals. The ConversionGoal is the base class from which all goals are derived.

The following operations are added for managing conversion goals.

Custom Audience APIs

A custom audience is generated by using your own customer data to create richer user segments. You can use custom audiences in conjunction with your remarketing lists, usually through your data management provider (DMP). When your DMP connects to our custom audience feature, you can then import your custom audiences into Bing Ads for search remarketing. You can use custom audiences separately from remarketing, with no UET required.

Note

You can delete but cannot add a custom audience using the Bing Ads API. Having said that, you can add and delete ad group custom audience associations and exclusions.

Note

Not everyone has this feature yet. If you don't, don't worry. It's coming soon.

At a glance:

  • Uses your data. Custom audiences allow you to use the audience data you already have.
  • Creates richer audiences. Create richer audience segments using more of your customer data.
  • Works like remarketing. Custom audiences can be associated to ad groups as target and bid, bid only, or as an exclusion.

To get started with custom audiences, your DMP must:

  • Integrate our custom audience APIs into their platform.
  • Agree to our data sharing and privacy policy.

Depending on the provider, they’ll have their own enablement steps within their software. For example, Adobe provides this reference guide on how to enable new integrations with their audience manager. Be sure to contact your DMP for details on how to enable this feature.

Once the integration has been completed, your custom audiences will appear in the Audiences section of the Shared Library in the Bing Ads web application. You can also download custom audiences via Bulk and Campaign Management APIs as described below.

Custom Audience Bulk APIs

With the Bulk service you can use the following record types to download and upload in-market audience records and associate them with an ad group:

You can use the Target Setting field in the Ad Group record to determine the target setting that is applicable for all audiences that are associated with this ad group i.e., custom audiences, in-market audiences, and remarketing lists. Each audience can be associated with multiple ad groups, and each ad group's remarketing targeting setting is applied independently for delivery.

Custom Audience Campaign Management APIs

The CustomAudience derives from the Audience base class. If you are using the Campaign Management service you can get or update the CustomAudience, with the respective GetAudiencesByIds and UpdateAudiences operations.

To add, get, update, or delete the association between your custom audience and ad group, use the BiddableAdGroupCriterion object with the respective AddAdGroupCriterions, GetAdGroupCriterionsByIds, UpdateAdGroupCriterions, and DeleteAdGroupCriterions operations. You can use the NegativeAdGroupCriterion object with the same operations to set custom audience exclusions.

You can use the Settings element of the AdGroup object to determine the target setting that is applicable for all audiences that are associated with this ad group i.e., custom audiences, in-market audiences, and remarketing lists. Each audience can be associated with multiple ad groups, and each ad group's remarketing targeting setting is applied independently for delivery.

In-Market Audience APIs

In-market audiences are curated lists of customers who have shown purchase intent signals within a particular category, including searches and clicks on Bing and page views on Microsoft services. Bing Ads supplies the curated list of potential customers, unlike remarketing in paid search, where the advertiser creates the list. You can target and modify bids for these audiences by associating in-market audience lists to ad groups, similar to what you do with remarketing lists.

Note

You cannot add, update, or delete an in-market audience using the Bing Ads API. Having said that, you can add and delete ad group in-market audience associations and exclusions.

Note

Not everyone has this feature yet. If you don't, don't worry. It's coming soon.

In-Market Bulk APIs

With the Bulk service you can use the following record types to download and upload in-market audience records and associate them with an ad group:

You can use the Remarketing Targeting Setting field in the Ad Group record to determine the targeting setting that is applicable for all audiences that are associated with this ad group i.e., custom audiences, in-market audiences, and remarketing lists. Each audience can be associated with multiple ad groups, and each ad group's remarketing targeting setting is applied independently for delivery.

In-Market Campaign Management APIs

The InMarketAudience derives from the Audience base class. If you are using the Campaign Management service you can get the InMarketAudience, with the GetAudiencesByIds operation.

To add, get, update, or delete the association between your in-market audience and ad group, use the BiddableAdGroupCriterion object with the respective AddAdGroupCriterions, GetAdGroupCriterionsByIds, UpdateAdGroupCriterions, and DeleteAdGroupCriterions operations. You can use the NegativeAdGroupCriterion object with the same operations to set in-market audience exclusions.

You can use the Settings element of the AdGroup object to determine the target setting that is applicable for all audiences that are associated with this ad group i.e., custom audiences, in-market audiences, and remarketing lists. Each audience can be associated with multiple ad groups, and each ad group's remarketing targeting setting is applied independently for delivery.

Remarketing APIs

Remarketing in Paid Search lets you improve your return on investment by optimizing your campaigns for specific audiences, which are the people who have visited your website before. When you create remarketing lists, you specify what user actions on your website qualify them to be part of the remarketing lists.

When users perform qualifying actions, they are added to the remarketing lists within minutes. If the remarketing list minimum size of 1,000 (minimum cookie pool) is met and you have associated the remarketing list with an ad group and set a specific bid amount, the ad delivery engine will start serving remarketed ads to those users on the Bing Network. For more information about Remarketing in Paid Search, see Reach your audience and FAQ: Remarketing in Paid Search.

After you have set up Universal Event Tracking (UET), you can use the Bing Ads API to create remarketing lists and associate them with ad groups in your search advertising campaigns.

Remarketing Bulk APIs

With the Bulk service you can use the following record types to download and upload remarketing lists and associate them with an ad group:

You can use the Remarketing Targeting Setting field in the Ad Group record to determine the targeting setting that is applicable for all audiences that are associated with this ad group i.e., custom audiences, in-market audiences, and remarketing lists. Each audience can be associated with multiple ad groups, and each ad group's remarketing targeting setting is applied independently for delivery.

Remarketing Campaign Management APIs

The RemarketingList derives from the Audience base class. If you are using the Campaign Management service you can add, get, update, or delete the RemarketingList, with the respective AddAudiences, GetAudiencesByIds, UpdateAudiences, and DeleteAudiences operations.

To add, get, update, or delete the association between your remarketing list and ad group, use the BiddableAdGroupCriterion object with the respective AddAdGroupCriterions, GetAdGroupCriterionsByIds, UpdateAdGroupCriterions, and DeleteAdGroupCriterions operations. You can use the NegativeAdGroupCriterion object with the same operations to set remarketing list exclusions.

You can use the Settings element of the AdGroup object to determine the target setting that is applicable for all audiences that are associated with this ad group i.e., custom audiences, in-market audiences, and remarketing lists. Each audience can be associated with multiple ad groups, and each ad group's remarketing targeting setting is applied independently for delivery.

See Also

Bing Ads Web Service Addresses
FAQ: Universal Event Tracking
FAQ: Remarketing in Paid Search