Even with the correct tagging infrastructure, Conversion Goals must be configured properly for Bing to record conversions off ads and optimize towards them.
Bing is the default search engine of Microsoft Edge and can provide similar quality traffic at significantly cheaper prices than Google, making it a viable throw-in for most search ad campaigns.
After installing the Microsoft Universal Pixel, web events can be seen here. These events can then be paired with Conversion Goals, avoiding the manual setup done later in this example. The pixel can be installed using Google Tag Manager (covered in another How-To).
Microsoft Universal Tag installed and trigger tied to phone call actions, determined by actions with the Click URL starting with “tel:” (opens the dialer, while a Click URL of “https:” would open a website). This prior setup allows phone calls to be a trackable action on site.
Using Microsoft Tag helper, able to capture unique identifiers when testing the phone call click action on the website.
With manual setup, able to create an event based on the two unique identifiers captured from the Tag Helper.
Conversion Goals, even those inactive, are shown in this window.
After setting up and testing new Conversion Goals a week ago, now seeing conversions being reported in-platform off of ad activity.
