Are you struggling to implement Bing Universal Event Tracking (UET)? You're not alone. UET is not intuitive, so I'm breaking down insights on how to implement UET across your website so you'll be ready for the retirement of the existing campaign analytics and ready for the launch of Bing Remarketing.
7. searchmarketingexpo.com
@ChristiJOlson
#SMX #22B
• Single script for site
analytics + event tracking
• It’s like GA, but there is no
Analytics interface (yet)
• Creating the sitewide tag is
not intuitive
• Bing UI doesn’t generate
sample custom event code
universal event tracking (UET)
16. searchmarketingexpo.com
@ChristiJOlson
#SMX #22B
sitewide tag vs creating a goal
Account 12456
So what’s the difference
between a goal and your
sitewide tag?
You reference the
sitewide tag for all goals
so you don’t have to
implement multiple
scripts on site.
17. searchmarketingexpo.com
@ChristiJOlson
#SMX #22B
creating your sitewide tag
Account 12456 Name Your Tag
(not editable later)
Select a “Goal Type”
Recommendation:
Duration >5 hrs
These settings don’t matter! You’ll
pause this goal after you generate the
JS code
SAVE
18. searchmarketingexpo.com
@ChristiJOlson
#SMX #22B
Where to find your UET code
• Goals & Conversions (Shared Library)
• Check The Box For The Sitewide Tag.
• View Tag
• Copy & Paste Code OR Email
Sitewide Tag –Brand ABC 12345
Sitewide Tag – Brand ABC
19. searchmarketingexpo.com
@ChristiJOlson
#SMX #22B
add script to track variable revenue
<script> var uetq = uetq | | [ ]; uetq.push ({'gv' : amount }); </script>
• standard UET code will not automatically track revenue values
• Implement code below to dynamically pass through a variable
revenue amount to a goal
• how-to guide: http://bit.ly/1M3psvu
21. searchmarketingexpo.com
@ChristiJOlson
#SMX #22B
where to put your tag?
All pages of your website
BONUS: Use Tag Management to deploy once!
Google Tag manager syntax error with customized
scripts.
Watch for extra spaces in custom tags/script because it
can cause a syntax error with Tag Management systems.
22. searchmarketingexpo.com
@ChristiJOlson
#SMX #22B
customizing event tracking
Resources for help:
Bing UET Implementation Guide: http://bit.ly/17jXBaR
Using UET with Tag Management: http://bit.ly/1uuu4E4
BingAds UET FAQs: http://bit.ly/1L57UwI
LinkedIn UET conversation: http://linkd.in/1FVkFZJ
26. searchmarketingexpo.com
@ChristiJOlson
#SMX #22B
UET will still match the URL for "begins with" and "equals to" if you don't enter
"http(s)" and/or "www" when defining the URL. The input is also not case-
sensitive.
• Periods “.” are a regex operator and can be used to match
either digits or characters
• Add a in front of any periods in URL (called escape)
• Create an OR statement in a URL:
(product)|(product)|(product)
• For sequential numeric ids use “[#-#]”, e.g. [1–5000]
In-depth Guide to Regular Expressions: http://bit.ly/1M14Tho
a quick guide to regex expressions
27. searchmarketingexpo.com
@ChristiJOlson
#SMX #22B
What if you want to track all stages of a cart funnel?
http://www.widgets.com/cart/verify-cart-items.html
http://www.widgets.com/cart/checkout.html
REGEX pattern search example: /cart/.*.html
What if you want to segment audiences based on date:
http://www.travelsite.com/results.asp?arrival=2015-03-22
REGEX pattern search example: /results.asp?arrival=2015-03-[1-31].*
a quick guide to regex expressions
41. searchmarketingexpo.com
@ChristiJOlson
#SMX #22B
• converters (purchase/lead gen)
• funnel / cart abandoners
• segment products / services (based on page)
• higher than average bounce rate
• higher than average time on site
• cookie window: 1-180 days
audiences to define with goals
• create goals for each stage of the funnel