How to Set Up Microsoft Advertising (Bing) as an Elevar Server-Side Destination

Follow the step-by-step guide to learn how to launch your Microsoft Advertising (Bing) server-side integration through Elevar

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Overview

Prerequisites:

Before you can enable your Microsoft Advertising (Bing) Server-Side Destination, you will need to:

Install the Shopify Source on your store. Follow your guide on how to Install the Shopify Source.

Add Microsoft Advertising as a Server-Side Destination

Locate Microsoft Advertising Destination:

On the homepage of your Elevar Account, locate the "My Tracking" button from the left-hand menu.
Once, in "My Tracking" select the "Add Destination" button in the upper right hand corner of the page.
- A side bar pop-up window will appear, titled "Add Destination".
- Within this pop-up, use the search function and type "Microsoft Advertising".
- Once the Microsoft Advertising destination appears from the search function, click on it.
  - (See Figure 1)

Step 1 screenshot

_Figure 1_

Get Started:

After locating and clicking on the Microsoft Advertising destination, you will be taken to overview screen.
Click the "Get Started" button in the lower left-hand corner of the Overview box.
- (See Figure 2)

Step 2 screenshot

Figure 2

Enter Microsoft Advertising Settings

Microsoft Advertising Settings:

Within the "Microsoft Advertising Settings" add in your UET ID. How do I find this?
- By clicking on the "Advanced Options" breakdown menu, you can select the Conversion Value.
- Click on the "Save and Continue" button at the bottom of this section.
  - (See Figure 3)

Step 3 screenshot

_Figure 3_

Select Events:

Once you have entered your Microsoft Advertising Settings, you have to select the Event settings.
- Either click on the button labeled "Use best practices" or "Customize".
- Under the "Breakdown" menu, you will need to add an event Action and Category to each event you enable. These values should exactly match the Action and Category values you used when creating your event-based conversion goals in Microsoft Advertising. Follow this guide to learn how to create a conversion goal in Microsoft Advertising.
After selecting what events you want to send, click on the "Save and Continue" button at the bottom of this section.
- (See Figure 4)

Step 4 screenshot

_Figure 4_

Consent Mode:

After selecting the Events settings, you will be prompted to enable Consent Mode.
To enable Consent Mode, click on the "Yes, enable for this destination" button. If you do not want to enable Consent Mode, click on the "No" button.
- If consent is required, select what categories you’d like the shopper to agree to before tracking fires. [Learn More]
Once you have all of selected all of the information for enabling Consent Mode, click on the "Save and Continue" button at the bottom of this section.
- (See Figure 5)

Step 5 screenshot

_Figure 5_

Filter Transactions:

After selecting whether or not to enable Consent Mode, you need to choose whether or not to filter transactions.
Currently, our recommended practices suggests clicking the button labeled, "Yes, Block some transactions", and blocking exchange & historical import orders.
- Thinking you may need to block additional orders? Learn how to block these orders in this guide.
- Not sure if you need to block orders? Look at what Sales Channels you have in Shopify!
Once you have all of selected all of the information for Filtered Transactions, click on the "Save and Continue" button at the bottom of this section.
- (See Figure 6)

Step 6 screenshot

Figure 6

Subscriptions:

If you sell subscriptions, select whether you are using the unified Shopify checkout, or using a separate checkout. You can also choose to send first-time orders only or first-time and recurring orders to your marketing destination.
If you do not sell subscriptions, select the button labeled "No".
- Once you have all of selected all of the information for Subscriptions, click on the "Save and Continue" button at the bottom of this section.
  - (See Figure 7)

Step 7 screenshot

_Figure 7_

Go Live:

After completing all of the previous Microsoft Advertising Setup Steps, an Overview page will appear.
If all of the details within the Configuration Summary look correct, then click on the button labeled "Go Live" at the bottom of this section.
- A pop-up window will appear, asking for a confirmation of your changes.
- Click on the button labeled "Yes, Go Live".
  - (See Figure 8)

Step 1 screenshot Figure 8

Remove Previous Tracking:

To avoid duplicate tracking, remove your previous conversion scripts for Purchase and Add to Cart events.
- IMPORTANT: Keep your UET Tag that fires on all pages in place. Removing this tracking will result in issues with your Bing Remarketing Tracking. While you do not need to have a UET tag firing in order for the Bing Server-side conversion tracking to work, you do need the UET tag in place for your Bing Remarketing to work. If you don't have Bing Remarketing in place, you do not need to have the Bing UET tag on your website at all.
  - (See Figure 9)

_Figure 9_

QA Tracking:

Review that the new Elevar Events are passing the data that you need. If all looks good update your campaigns to use the event based conversions.

Event-based Conversion Goal in Microsoft Advertising

Before we send data to Microsoft Ads, we will need to ensure that Microsoft is able to receive this information. To do that, you will need to set up event-based conversion goals.

In the below instructions, you will learn how to create a conversion goal for your Purchase event. If you would like to send additional events to Bing (e.g. Add to Cart, Begin Checkout, etc), repeat this step but choose an Event Action/Category that better matches the event (e.g. Action = AddToCart, & Category = ecommerce).

Create Event-Based Conversion Goal:

In your Microsoft Ads account, locate and click on the "Tools" button.
An additional drop-down menu will appear, click on the "Conversion Goals" tab.
Click on the "+ Create" button.

New Conversion Goal Settings

Conversion Goal:

Navigate to the section of the page titled "What kind of conversions do you want to track" and click on the "Websites" button.
Once you have selected the type of conversions to track, click on the "Next" button located at the bottom of the page.
- (See Figure 10)

Step 1 screenshot

Figure 9

Conversion Goal Details:

After selecting the Conversion Goal, you will need to select the Conversion Goal Type.
- Navigate to the section of the page titled "Goal Category" and use the drop-down menu to click on the "Purchase" tab.
- Navigate to the section of the page titled "Goal Type" and click on the "Event" box.
After selecting the conversion goal, click on the "Next" button located at the bottom of the page.
- (See Figure 11)

Step 2 screenshot

Figure 11

Goal Settings:

After selecting the Conversion Goal Type, you will need to select the Conversion Goal Details.
- Navigate to the section titled "Name" and use the text box to type "purchase".
- Navigate to the section title "Revenue" and use the drop-down menu to select the "Conversion action value may vary (for example, by purchase price)" tab.
  - (See Figure 12)

Step 3 screenshot _Figure 12_

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The value under "revenue" can be either 0 or 1 depending on what you'd like to send when there's no revenue.

(Optional) Advanced Goal Settings:

After selecting the Goal Settings, you have the option to select Advances Goal Settings.
- Here you can select additional options for Scope, Count, Conversion Window, View-through Conversion window, Include in "Conversions", and Conversion attribution model.
Once you have entered all of the Advanced Goal Settings, click on the "Next" button located at the bottom of the page.
- (See Figure 13)

Step 4 screenshot

_Figure 13_

Enhanced Conversions:

After selecting the Goal Settings, you have the option to select and set up Enhanced Conversions.
Click on either the "Turn on Enhanced Conversions" box or the "I don't want to use enhanced conversions" box.
- If you select "Turn on Enhanced Conversions", read the terms of use and privacy policy and then click on the box agreeing to the use of Enhanced Conversions.
- Once you have selected all of the required information for selecting whether or not to use Enhanced Conversions, click on the "Next" button located at the page.
- (See Figure 14)

Step 5 screenshot

Figure 14

Set Up Tagging:

After selecting whether or not to use Enhanced Conversions, you will need to select how you are going to set up the tagging.
- Locate and click on the box titled "Install the tag yourself".
- Once you have selected how you are going to set up tagging, click on the "Next" button located at the bottom of the page.
  - (See Figure 15)

Step 6 screenshot _Figure 15_

Install Event Tag:

After selecting how to set up the tagging, you will need to select how you are going to install the event tag.
- Locate the section titled "How would you like to install your event-tag?" and click on the "Manual installation" button.
Once you have selected how you are going to install the event tag, click on the "Next" button located at the bottom of the screen.
- (See Figure 16)

Step 7 screenshot Figure 16

You will need to edit the custom event parameters for the event tag.
- Navigate to the section titled "Custom event parameters" and locate the "Action" tab. Use the text box and type "purchase".
- Click on the "+ Add another parameter" button. An additional option menu will appear, click on the "Category" option. Then for the new parameter, use the text box and type "checkout".
Navigate to the section of the page titled "When do you want to track this event?" and use the drop-down menu to click on the "Track event on inline action." tab.
After you have entered all of the required information for installing the event tag, click on the "Next" button located at the bottom of the page.
- (See Figure 17)

Step 8 screenshot _Figure 17_

How to Convert the Existing Microsoft Advertising URL Type Conversion to Event Type Conversion

If you are in the Conversion settings of your Microsoft Advertising account and see a purchase conversion with the type as "Destination URL", then you will have to make a change in order for it to receive data using an event based set up.

Select Conversion Goal:

Begin on your Microsoft Advertising homepage and use the left-hand navigation menu to click on the "Conversions" tab.
- Locate and click on the existing conversion with the "Destination URL" type.
  - (See Figure 18)

Step 1 screenshot _Figure 18_