Microsoft announced the general availability of Universal Event Tracking for Bing Ads to advertisers worldwide. This lets advertisers create and track various performance metrics associated with conversions with one tag.

A spokesperson for the company tells WebProNews it “lays the groundwork for audience based remarketing scenarios,” which are coming sometime soon.

“UET simplifies campaign goal tracking by placing a small snippet of code (often referred to as a tracking code or tag) on the pages of a website,” the spokesperson says. “Data is then collected when the web page is loaded and sent to Bing Ads. Bing Ads analyses and aggregates this data to provide insights and determines if/when a goal is met. By enabling the use of only one tag, UET is saving advertisers time and effort while providing enhanced data insights.”

“UET provides a simple yet powerful way to define and track goals (performance/conversion) that are important for your business,” says Microsoft’s Nishant Gupta in a blog post. “With UET you can associate the success of these goals with your advertising campaigns across accounts, ad campaigns and devices.”

It lets you see which campaigns are most effective based on goals, which keywords are leading to conversions and lower bounce rates, ROI, which customer segments are converting best, and what type of engagement keywords have.

Universal Event Tracking replaces the current Campaign Analytics conversion tracking offering in Bing Ads. More here.

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