Universal Event Tracking

Question

Universal Event Tracking

Anonymous

I have a few questions regarding UET. I'm clear on how to create an event and implement the code. Here's what I'm trying to track, hopefully all separately.

A Destination URL - Our "Contact Us" Form
Duration on Site
Pages Viewed Per Visit

Will all of these items be counted as one conversion or as separate conversions if I keep them under the same tag?
If it counts as one conversion, how can I see the data for that? Will it have one conversion listed in each column relating to the item I'm tracking?
If I want them created as separate conversions, will I need to create a new tag for each item and place that tag on my site?

I honestly don't want Duration on Site or Pages Viewed Per Visit to be counted as conversions at all. I just want the data for those items.

We are a lead driven business, not ecommerce, and I'm having a hard time tracking down our phone calls and conversions. I can't get anyone at Bing to figure out how to tell me my Bounce Rate. I know where to find the columns in the Reports, but the data is missing. The best answer I got was to create a UET for Duration on Site. However, as I pointed out to the specialist on the phone, this data won't be 100% accurate if I'm having to put a time frame on it. Bounce Rate should be calculated from the second a person hits our site. I'm just very confused with all of this event tracking. As soon as I think I understand it, another valid question pops into my head.

Or should I just throw Bounce Rate to the wind and try to get as much data as I can from Google Analytics?

Any help would be much appreciated.

Thank you,

Jess

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Accepted answer

3 additional answers

Answer 1

Hi Jess -

A quick summary of UET before expanding on the answer above -

One of the primary value propositions of UET is that you can track multiple types of conversions on your website with just one site wide tag. This tag can be used for all your conversion goals.
The way it works is that once you put the UET tag on your website, the tag logs user activity on your site (page visits by default and optionally custom eventsthat you could report by customizing the UET tag). Since not all page visits are conversions, Bing Ads requires that you create conversion goals in the UI. These goals are a way for you to tell Bing Ads which subset of user activity to count as conversions. As you know, Bing Ads supports 4 types of conversion goals viz. Destination URL, Pages/VIsit, Duration and Custom Events. Link to help.
Every time a user performs an action on your website that matches the definition of your goal, Bing ads will count that as a conversion. If the user action matches more than one goal, then Bing Ads will count multiple conversions, one for each goal that the user action has matched.
In addition to tracking conversions, Bing Ads also provides insights into metrics like Bounce rate, Avg. pages/visit, Avg visit duration and Total visits. However these are reported for keywords/ads/ad groups and Campaigns that led the user to your website. Relying on them is not a good idea if your intent is to get an overall idea of your website`s bounce rate. Google Analytics is definitely one of the better options to do that.

Now to answer your questions

If you create 3 different conversion goals (one for each type as you listed), when user activity matches those goals, they will be counted as separate conversions.
Yes, you can reuse the same tag for all 3 conversion goals.
Conversion metrics (#conversions, assists, conv. rate etc) are available in Account/Campaign/Adgroup/Ad/KW performance reports. If you wish to view conversion metrics broken down by goal name, you can run the goals report.
If you are looking for aggregate counts on duration on site, avg pages/visit, bounce rate etc (from users coming to your website from all channels and not just bing ads), Google analytics is a better choice. If you are looking for those values for specific bing ads KWs/Ads/Ad groups and Campaigns, then you should be able to use the columns in the reports. Please share details about your account with the support team in order for the team to investigate further if you are not seeing data in your reports for those columns.

Please feel welcome to write back if you have more questions.

Thanks.

Answer 2

Hi,

Thank you for contacting Bing Ads Support and your questions regarding UET. I usually recommend reaching our support team via chat or call us at 1-800-518-5689 to assure the tag settings are the appropriate ones.

If your business is tracking sales you can use "Begins with " and the URL should be www.business.com/cart (example), if it's a form being completed then "Equals to" & www.business.com/thankyou and if the purchase page is a dynamic URL then you can use "Regular Expression" & /thank you or you may use the asterisk * by it self.

Track conversions and other sites goals with Universal Event Tracking. Please contact us to assure all of your questions are answered. --Courtesy of PEA_68865, Microsoft---

Answer 3

Anonymous

Thank you so much, Kalyan. Your answers are exactly what I was looking for. I very much appreciate your help in this matter.

Answer 4

The three key performance indicators you mentioned, two are metrics and one is a goal (the destination url).

A metric is a passive measurement that does not require effort from the visitor and is native to your GA stats.

A destination url needs to be labelled as such in GA to be recognized as a goal above other webpages on your website.

An event is an active movement taken by your visitor like clicking the submit form button and UET tracks this for your Bing Ads along with any goal webpage you have defined, I believe.

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Universal Event Tracking

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