Unified Smart campaigns: 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. Choose a campaign on the Ads page.
  2. Go to the Customer action tracking tile, and select Set up tracking, and follow the guided steps.
  3. Add special pages to track and then select Next. Special page types depend on your business goals for example, an order confirmation or contact page. Learn more about Special pages: Which pages are most important to your business?
  4. Copy the tracking tag that will be placed on every page of your website.
  5. 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 can do it yourself or send it to someone else who manages 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.

Add your tracking tag to your webpages using WordPress

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

Before completing the following steps at WordPress.com copy your Microsoft Advertising Universal Event Tracking (UET) tag ID. Select Customer action tracking > View tracking tag and copy the tag ID.

  1. Download the official Microsoft Advertising UET plugin from WordPress.com as a zip file and upload it to your website within WordPress. Otherwise you can install the plugin directly from the WordPress plugins store.
  2. Once the plugin is installed, select Activate plugin and follow the configuration instructions.
  3. Enter your UET Tag ID in the Microsoft Advertising UET Tag settings page in WordPress and select Save.
Note

To validate that your Microsoft Advertising Universal Event Tracking (UET) tag is working in WordPress.com, download and install UET Tag Helper. Go to your WordPress.com website and verify that a UET event is received and that the Tag ID matches the tag ID that you copied from Microsoft Advertising.

Monitor customer action tracking in Microsoft Advertising

After customer action tracking is set up, the Customer action tracking metrics tile on the Ads page will show how the selected campaign is performing. Metrics include how many visits your ads are driving to your special pages and the average time spent on your website.

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