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Bing Ads Launches Universal Event Tracking

Bing Ads has announced a global launch of what they are calling Universal Event Tracking. UET will replace the conversion tracking functionality that was in place called Campaign Analytics in Bing. This new tracking system allows advertisers to define and track goals specific to their business, and will also help advertisers understand:
  • Which ad campaigns are most effective based on conversion goals
  • Which keywords better lead to conversions and lower bounce rates
  • What is the ROI of your advertising dollars
  • Which customer segments convert better and are more valuable
  • What type of engagement (e.g. bounce rate, pages per visit, duration per visit) your keywords have on your site
Tags that were created before July 2013 in the old Campaign Analytics will stop being supported by Bing in April of 2015. More recent tags will still be supported, but will only be available in Campaign Analytics. All new tags must be created with Universal Event Tracking.
This new Universal Event Tracking is all about Bing creating a simple but powerful ad campaign measurement system that allows for you to track the key conversion goals that are important to your business. With UET you can link the success of your goals with your advertising campaigns across multiple accounts, campaigns, and devices.
Bing wants you to start using their new tracking and these are their reasons why:
Why should I use Universal Event Tracking?
Improve your investment: Optimize and measure your campaigns more effectively by tracking a number of conversion activities, not just impressions and clicks.
Enhanced insights: See how your customers interact and convert across devices, campaigns and accounts for better insights. Including gaining additional performance metrics such as bounce rates, time on site and keyword assist.
Easy to implement: Save time and effort by tagging your site once with just one tag that can be used across all your campaigns and accounts. No need to generate or add new tags to your site each time you add a new account or conversion goal you want to track. Universal Event Tracking is compatible with leading tag management solutions.
Audience remarketing: Use the same tag to enable Remarketing lists and Remarketing in Paid search. Remarketing in Paid Search allows you to customize your search ads to people who have previously visited your site, and tailor your bids and ads to these visitors.
To set up in Bing Ads, advertisers will find the new feature in the shared library under "create goals". Goals can be tracked for seven days or up to 90 days. The feature is available today and the remarketing component of UET will be available at the end of November or early December.
Even though Google is the obvious search engine to advertise on, Bing has shown to be a worthy adversary. It can’t hurt advertising across different search engine platforms such as Google, Bing, and Yahoo. The more reach the better. So if you are interested in advertising on Bing you definitely should take advantage of this new Universal Event Tracking system.
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