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Bing UET Tag and GTM Issues
Posted by on December 7, 2020 at 6:21 pmHey PPCers,
My company has been using Bing Ads recently and, it appears, we are getting results (both cpc & cpa) similar to Google Ads. Not terribly surprised since 20% of our users are still on IE11… we’re not dealing with the tech early adopters here.
We’re using the Bing UET tag with GTM. The conversion tracking does not seem to be working. GTM debugger shows the UET tag is firing on Pageviews, but the Bing UET Helper shows that there is NO tag installed.
Does anyone have any insight into this? It’s the right UET ID in GTM, but maybe it is somehow the connection between GTM & Bing? Since so few people use Bing, the documentation online is not great.
Thanks!
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1 Reply
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If you have other conversion events that fire correctly (i.e. for Google Ads), it’s probably a problem with the script. Probably more for legacy reasons more than anything else, we do not use a custom template in our GTM for Bing Ads, we just use a custom script. It looks like:
<script>
window.uetq = window.top.uetq || [];
window.uetq.push({‘ec’:’Conversion_name’});
</script>If you’re using a template, you might try that. Just make sure the conversion event runs _after_ the Bing Ads base script, which you can do in the advanced settings with the tag sequencing or tag firing priority.
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