How to Use Bing Universal Event Tracking (UET) with Shopify

Posted by Laurence Bertone on

If you found this blog post you probably know that Microsoft recently implemented a new way to do tracking and analytics on Bing Ads. It's called Universal Event Tracking (UET).  In this post we're going to show you how to use Bing UET to track events (like Add-to-Cart events) on your Shopify-based ecommerce site. In the next post we'll show you how to use UET to track sales conversions (completed purchases).

So, the first thing you have to do is set up a Goal on Bing Ads. To do this:

  • log into your account on Bing Ads
  • click on Campaigns
  • click on Conversion Tracking
  • click on Conversion goals
  • click on Create conversion goal
  • set the Goal Name to "Add to Cart"
  • select Goal Type "Event"
  • fill in the Category, Action, Label, and Value fields as shown in the screenshot image below

When you're done with the above the top of your screen should look something like this:


If this is the first Goal you've created, set the Tag Name to "Bing UET Tag" and set the Tag Description to "Bing Universal Event Tag" as shown below. (If you've already created a Bing UET tag, just select it from the "Select a tag" drop-down menu).

When you click on the Save button the system will create your Goal and your UET tag.  

The next thing you need to do is copy and paste your Bing UET script tag into the <head> section of your Shopify theme.liquid file so that it appears on every page of your web site (except your Checkout pages, which we will talk about in the next blog post). You'll most likely do that using the Shopify theme editor. To do this:

Go to the Campaigns... Conversion Tracking... UET tags page. You should see a Tag called "bing uet site tag". Click on the "View tag" link in the Action column.

  • Copy your Bing UET script tag
  • open a new browser tab and login you your Shopify Admin account
  • open your theme.liquid file in the Shopify theme editor
  • paste your UET tag into the <head> section of your theme.liquid file
  • save your theme.liquid file

When you're done pasting away (on the thin ice of the new day) your theme.liquid file should look vaguely like the below (note: the Bing UET tag is one big long line of javascript code, so if you don't break it into separate lines by hand or run it through a javascript beautifier it will extend way off to the right side of the screen as shown in the picture).

Now that you've got your UET tag comfortably settled into (almost) all of your web site's pages, the next thing you need to do is attach your Bing Goal's event code to the Add-to-Cart button on your web site's Product pages. Here's how to do dat:

  • open up your product.liquid template in the Shopify theme editor
  • look through the HTML until you find the HTML <input> element that corresponds to your "Add to Cart" button. It should look something like:
    <input type="submit" id="add-to-cart" class="btn" name="add" value="Add to cart" />
  • add an "onclick" attribute to that <input> element so that it looks like this: 
    <input type="submit" id="add-to-cart" class="btn" name="add" value="Add to cart" 
    onclick="window.uetq = window.uetq || []; 
    window.uetq.push({ 'ec':'button', 'ea':'click', 'el':'add to cart', 'ev':'1' });" />
  • save your product.liquid file

Once you've done the above the add-to-cart element in your product.liquid file should look something like the following (note: I've added a few line breaks to make the image more readable).


At this point your Bing "Add to Cart" Goal should fire every time someone clicks on your web site's Add-to-Cart button, and your Bing Ads Reports should reflect how many times someone who clicked on one of your Bing Ads actually reached your Add-to-Cart Goal.  To check on this:

  • login to your Bing Ads account
  • click on the "Reports" button
  • select "Goals" in the "Report type" pulldown menu
  • click on the "Run" button

Once your Goal starts accumulating attainments your Goals Report should start looking something like the below. Note that the "Conversions" column shows the number of times that your goal was achieved and via which Account, Campaign an Ad Group.


That's pretty much it for the first installment. Stay tuned for the next post, which will show you how to track Shopify sales conversions (completed purchases) using Bing Universal Event Tracking.

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Wonky Legal Disclaimer: It should be obvious, but the information in this post is offered "as is" and the owners and operators of this web site expressly disclaim all warranties of any kind or nature, whether express, implied or statutory, and expressly disclaim any liability arising from or related to your the use of the information.


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