Universal event tracking walkthrough deck

Universal Event Tracking

October 2014

One tag for all your campaigns and accounts. With Universal Event Tracking, save time and effort by implementing one tag that tracks and measures performance goals and enables you for Audience Based Buying such as Remarketing.

Universal Event Tracking

What our customers told us and how we responded:“I want to track my campaigns quickly and easily with a deeper level of metrics that I can use to inform future campaigns.”

We’ve brought you Universal Event Tracking• Save time and effort by tagging your site once. No need to generate or add new tags to

your site each time you add a new account or a conversion goal you want to track.

• Improve your ROI. Optimize and measure your campaigns more effectively by tracking a number of conversion activities, not just impressions and clicks.

• Get better campaign measurement. See how your customers interact and convert across devices, campaigns and accounts for better insights.

• Enables you for Audience Based Buying opportunities such as Remarketing in Paid Search* (e.g. bid boosting).• Remarketing in Paid Search allows you to customize your search ads to people who have previously visited

your site, and tailor your bids and ads to these visitors.

*Coming soon. Pilot opportunities for Remarketing in Paid Search, bid boosting, will be available in November 2014.

I. Getting started Creating Goals Tracking Enable, Pause or Edit Goals Reporting

II. Tips

III. Competitive insights

Getting started

There are two options to adopt Universal Event Tracking:

1. Tag your site directly with Universal Event Tracking tagsor

2. Implement Universal Event Tracking tags within a tag management solution:• Copy/paste our tag into the tag management UI. We currently support

Google Tag Manager, Adobe Tag Manager, QuBit, Signal Digital, Enighten and Tealium.

• Or input the specific tag values (e.g. Tag ID, goal value etc.) within a tag management provided template. We currently support Tealium and QuBit.

Let’s get started…

Getting started // Creating goals

Step 1: Sign in to Bing AdsStep 2: Navigate to the Campaigns page in the top navigationStep 3: Select “Goals” under the Shared Library tab found in the left navigation and click “View Goals” on the next pageStep 4: Select “Create goal” tab

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Step 5: Input a goal name Step 6: Select a goal type• Additional options will appear depending on the goal type you select. See the next

slides for details.• Repeat to create another goal for the campaign.• Note: The Conversion Period can range from 7 to 90 days for all goal types.

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Step 6 example: Selecting Destination URL goal type• Definition: Can be used to track the

number of users that visited a specific section or page of an advertiser’s site.

• Example: User reached “Thank You for purchase” page after buying something from the site.

• Filtering Options: “Equals”, “Begins With” & “Regular Expression” (destinations that match specified keywords/criteria in the expression string).

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Step 6 example: Selecting Duration goal type

• Definition: Can be used to track the number of users that spent more than an amount of specified time on an advertiser’s site.

• Example: User spent 10 min or more playing a game on your site.

• Filtering Options: “Greater Than.”


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Step 6 example: Selecting Pages viewed per visit goal type• Definition: Can be used to track the

number of users that visited a specified amount of pages during a visit to the advertiser’s site.

• Example: User flipped through all 10 pages of a catalog.

• Filtering Options: “Greater Than.”

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Step 6 example: Selecting Custom event type• Definition: The goal is achieved when

a specific defined action is triggered. This type of goal is extremely customizable to meet your requirements. A custom event goal requires you to manually add snippet of JavaScript code to your Bing Ads-generated tag.

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Step 6 example: Selecting Custom event type• The code for custom events consists of four

values to define a user's interaction:• Category (ec) Typically the name you provide for

the object you want to track. (e.g. "button"). • Action (ea) The type of user interaction paired with

the category object.(e.g. "click").• Label (el) An optional string, useful to note further

details about your event goal. (e.g. "Plays on the welcome video").

• Value (ev) This field may be used to track monetary value, or other numerical data associated with this goal. (e.g. "5", representing $5).

• NOTE: Commas are accepted in value fields, but decimals are not. In terms of monetary values, there is no currency association, just numerical values/representation.


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Step 6 example: Selecting Custom event type (continued)• Examples: An advertiser wants to track how

many users submit a help form on their landing page multiple times. They would set up the following goal:• Category – “Forms”, parameters expressed in tag as

“ec”• Action – “Submit”, parameters expressed in tag as

“ea”• Label – “Lead Generation”, parameters expressed in

tag as “el”• Value – “Greater than 1”, parameters expressed in tag

as “ev”

• Filtering Options: “Equals”, “Begins With” & “Regular Expression” for Category/Action/Label fields above, and “Greater Than”, “Less Than” and “Equal To” for Value field.


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Step 7: Once you’ve added all the information for the goal, select a previously created tag (7a) or create a new tag name and description (7b)• Definition: A tag is a snippet of JavaScript code that

you add to your website in order to track and measure user activity.

• Details: • Tags are defined at the customer level. Meaning

you can use the same tag to define and track goals across all your accounts and campaigns.

• This flexibility allows you to instrument your site just once (when you create your first goal), and keep defining new goals to measure without ever adding another tag to your site.

• Only exception is if you want to track a custom event goal. For this you'll need to manually add an additional line of code to the Bing Ads-generated tag.

7a

7b


Step 8: After all that effort, don’t forget to click “Save”

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II. Tips


Getting started // Tracking

Now that your goals are created you retrieve the tracking script (or tag) to start tracking. Step 1: Navigate to the Campaigns page in the top navigationStep 2: Select “Goals” under the Shared Library tab found in the left navigation and click “View Goals” on the next pageStep 3: Select a previously created goal and “View tag script” tab

• A screen will appear with the tracking code/snippet.

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Getting started // Tracking

Step 4: You can directly copy the script to embed into a website (4a) or email the tag to your website administrator (or another point of contact) (4b), who is able to embed the script into a site, or update your tag management system to incorporate the new tag

4a

4b

• You will be able to choose from two different types of tags.

• The first (and recommended) tag is the JavaScript or <script> tag.

• The second is the <noscript> tag, which may be used in cases where sites may not support JavaScript.

• We currently support leading tag management solutions including Google Tag Manager, Adobe Tag Manager, QuBit, Signal Digital, Ensighten and Tealium.


II. Tips


Getting started // Enable, pause or edit goals

Step 1: Sign in to Bing AdsStep 2: Navigate to the Campaigns page in the top navigationStep 3: Select “Goals” under the Shared Library tab found in the left navigation

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Getting started // Enable, pause or edit goals

Step 4: Enable, Pause or Edit your goals• 4a. Enabling - Click the “Paused” icon under the goal’s row in the “Status”

column. Select the “Enabled” icon (the check symbol) to update the status of the goal to “Enabled.”

• 4b. Pausing - Click the “Enabled” icon under the goal’s row in the “Status” column. Select the “Paused” icon to update the status of the goal to “Paused.”

• 4c. Editing – Click the goal that needs to be edited by checking the box to the right of the goal and then select the “Edit” tab. Adjust as needed and click “Save.”

4a

4c

4b


II. Tips


Getting started // Reporting

The following new metrics are now available:• Bounce rate (%)• Average pages per visit• Average duration

(seconds)• Total visits

Find these new metrics in the following reports:• Performance: Keyword• Performance: Account• Performance: Campaign• Performance: Ad Group


II. Tips


Tips

Implement the tags directly on your site if possible or implement your tags within an approved tag management solution. As mentioned we currently support: Google Tag Manager, Adobe Tag Manager, QuBit, Signal Digital, Ensighten and Tealium.

JavaScript tags will be forward compatible with any future changes made to this feature.

Advertisers can easily add <script> tags to all current/future pages across the site by including in page headers and templates.

Tips

If both tags (JavaScript & <noscript>) are included on a page or a site:• If scripting is disabled on client side, the <noscript> tag will work.• If scripting is enabled on client side, the embedded JavaScript tag will work and the

<noscript> will be ignored.• There will be no duplicate reporting if both tags are used as both will use the same tag

id.

Most performance reports already include conversion metrics from the existing Campaign Analytics solution, and will continue to do so for any “legacy” tags. This will also translate to any new tags. • Recommendation: While legacy tags will continue to work we recommend switching

to Universal Event Tracking to take advantage of better and easier tracking, and create the foundation for Remarketing.*

*Coming soon. Pilot opportunities for Remarketing in Paid Search, bid boosting, will be available in November 2014.

• Exception: Campaign Analytics tags will be only be supported until April 2015. We recommend to change these tags as soon as possible. Search for “flex.atdmt.com” in the tags to see if you have these tags.


II. Tips


View conversions across campaigns and devices

Choose from 4 goal setting options: Destination URL, Duration/visit, Pages Visited/visit, or Custom Event example: played a video

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Define goals with customer events to track click-level activity on your side such as adding an item to the cart, or downloading a PDF

Only tag the website once to track all your goals across accounts, campaigns and across devices

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Streamline and avoid creating and deploying a new tag when a new goal is defined

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Set a conversion window from 7 – 90 days

Enable remarketing capabilities – coming soon 4

1. Destination only2. Need a tag for every goal3. A new tag must be set up4. Google has a separate remarketing tag

Competitive Insights


Get started


Create your goals


You copy and add

E-mail to admin to change

Universal event tracking walkthrough deck

Marketing

Transcript of Universal event tracking walkthrough deck