Multi-platform: Set up customer action tracking

We can tell you what potential customers do after they click your ad, including the pages they visit on your website, how long they spend there, and more!
Note

Not everyone has this feature yet. If you don't, don't worry—it's coming soon!

Once you have a campaign up and running, what does your audience do when they get to your website? Set up customer action tracking to learn:

  • How many people visit your website.
  • How long they spend there.
  • Whether or not they're visiting the pages that are most important to your business.

The last point is key, because your website is tailored to your own business goals. Is your goal to sell products, raise brand awareness, generate leads, drive foot traffic to your physical location, or something else? Customer action tracking can help you make sure that your advertising budget and social engagements are yielding results.

Notes
  • You need to add a payment method before you can set up customer action tracking.
  • For customer action tracking to work, you (or a web developer) will need to add a tracking tag to each page of your website's code.

If customer action tracking has already been setup, then you can view or copy the tracking tag at any time. Select a campaign from the Ads page, go to the Customer action tracking tile, select the ellipsis icon , select View tracking tag, and then select Copy tag. You can add tracking tags directly to your own website or through another website platform.

Set up customer action tracking

  1. Get started:
    1. From the collapsible menu on the left, select All campaigns > Campaign details for the campaign you want to edit.
    2. In the Customer action tracking pane, select Set up tracking.
  2. Select what type of conversion you want to track:
    1. Select Sales, Leads, or Others.
    2. Choose a specific interaction/event you want to use for tracking that conversion type.
    3. Select Next.
    Learn more about conversion goal categories.
  3. Select how you would like to track:
    1. Select By destination URL or By custom event.
    2. Select Next.
    Learn more about conversion goal types.
  4. Set up your conversion goal:
    1. Enter a name for your goal and set the custom event parameters.
    2. Select Next.
    Learn more about setting parameters.
  5. Measure the value for each conversion:
    1. Select Each conversion action has the same value or Conversion action value may vary and enter the value of the conversion.

      Note

      If you select Conversion action value may vary, the revenue value will change based on the customization you make to the UET tag tracking code. Learn more about reporting variable revenue with UET.

      Important

      If you select No value, you do not have the option to enter a conversion value. We don't recommend this.

    2. Select Next.
  6. Edit your website: For customer action tracking to work, someone will need to add a tracking tag to each page of your website's code. You have three options here:
    1. If you built your website using WordPress.com, Wix, Shopify, or BigCommerce (and want to use it to edit your website's code), select Let me add the tracking tag through a website editing platform and then select Next.
    2. If you're comfortable making updates directly to your website's code, select Let me edit my website's code myself and then select Next.
    3. If someone else usually updates your website's code for you, select Let me send the tracking tag to someone else and then select Next. In the next step, enter the appropriate email address or addresses, select Send, and then Next.

    For more information on this step, take a look at Add the tracking tag to your website.

Add the tracking tag to your website directly

To set up customer action tracking for Microsoft Advertising, you need to add a tracking tag to the code for every page of your website.

  1. Copy your tracking tag from Microsoft Advertising as described earlier in this article.
  2. Open the HTML for each webpage of your website.
  3. Paste the tracking tag anywhere in the head section of your website's code (before the closing head tag: </head>).
  4. Save the changes to your webpages.

Add your tracking tag to your webpages using BigCommerce

If you built your website on BigCommerce, follow the steps below to set up your Microsoft Advertising customer action tracking tag.

Note

Please refer to BigCommerce Support for more information. Microsoft Advertising is not responsible for BigCommerce's processes or documentation, nor for changes made to BigCommerce's processes or documentation.

  1. Copy your tracking tag from Microsoft Advertising as described earlier in this article.
  2. Sign in to your BigCommerce account.
  3. From your BigCommerce dashboard, go to Storefront > Footer Scripts.
  4. Paste your Microsoft Advertising tracking tag into the script box and select Save.

Add your tracking tag to your webpages using Shopify

If you built your website on Shopify, follow the steps below to set up your Microsoft Advertising customer action tracking tag.

Note

Please refer to the Shopify Help Center for more information. Microsoft Advertising is not responsible for Shopify's processes or documentation, nor for changes made to Shopify's processes or documentation.

  1. Copy your tracking tag from Microsoft Advertising as described earlier in this article.
  2. Sign in to your Shopify account.
  3. In Shopify, go to Settings > Themes.
  4. Find the theme you’re currently using and then select Actions > Edit code to access your website's code.
  5. Select theme.liquid and scroll down to the end of your website's code.
  6. Paste your Microsoft Advertising tracking tag above the "</body>" HTML tag and select Save.
  7. Go to Settings > Checkout to add your Microsoft Advertising tracking tag to your site's checkout page.
  8. Paste your Microsoft Advertising tracking tag in the Order Processing > Additional scripts text box and select Save.

Add your tracking tag to your webpages using Wix

If you built your website on Wix, follow the steps below to set up your Microsoft Advertising customer action tracking tag.

Note

Please refer to the Wix Help Center for more information. Microsoft Advertising is not responsible for Wix's processes or documentation, nor for changes made to Wix's processes or documentation.

  1. Copy your tracking tag from Microsoft Advertising as described earlier in this article.
  2. Sign in to your Wix dashboard and select Manage Site.
  3. Select Edit Site and then Use Advanced Editor to enter editor mode.
  4. On the left side of the editor, select Add > More.
  5. Select HTML Code.
  6. Select Enter Code and paste your Microsoft Advertising tracking tag in the text box.
  7. Select Update to save your changes.
  8. Repeat this process for all of the pages of your website. You need to add a tracking tag to the code for every page of your website.

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