Bing Ads Introduces Universal Event Tracking; Replaces Campaign Analytics

Bing’s new Universal Event Tracking (UET) was recently unveiled to its advertisers as “a simple yet powerful way to define and track goals that are important for your business.” The search engine says that with a single tag, advertisers are able to track performances and define them in order to measure the success of their ad campaigns. Additionally, they can also learn about which campaigns and keywords are the most effective towards conversions, what engagements they’ve had, and the ROI on their advertising.

Currently, Bing advertisers are using Campaign Analytics for their tracking, but as explained in this video, UET is set to take its place as an easier-to-use alternative that will offer “deeper insight into user behavior and enable audience based buying such as remarketing.”

Figure 1

Bing explains that UET works by placing a small code or tag on a website that collects data, which is then sent to Bing Ads whenever a browser loads it. Advertisers can set goals for these pages and tags, and once one of them is reached, Bing Ads will report to the advertisers. Figure 1 above shows the different goals that can be set, all of which “provide a way to measure and track your site’s business objectives and performance.”

Bing also outlined why it would be a good idea to implement UET:

Simple. Advertisers will save time by implementing just one tag that tracks and measures goals and audience segments.
Powerful. UET tracks any kind of business objective with the support of different goals.
Cross campaigns. Attribution of goals across campaigns lets advertisers better understand what drives conversions.
Track conversions across devices. UET tracks conversions across devices when Bing detects they belong to the same user.
Enhanced insights. Bing is able to attribute traffic on a site to campaigns and report on engagement statistics, such as average visit and bounce rates.
Works seamlessly with major tag management systems. Bing’s tags have been tested with Google Tag Manager and Adobe TagManager to name a few.

With its imminent replacement, Bing says that tags created via Campaign Analytics prior to July 2013 are set to last until April 2015. Most existing tags, however, will continue to work as normal and will be reported on. Tag implementation can be found here, while more information on UET can be found here.

What do you think about this new change from Bing? Will it have a major impact on how you monitor your website? Share your experiences in the Comments below.

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