November 15, 2019
Incrementality Testing: What You Should Know About This New Marketing Tactic
As Bing discussed in a recent blog post, Bing Campaign Analytics is being phased out starting in May and will be completely removed by the end of October in favor of the Bing UET Tag. If you haven’t already, you should implement UET as soon as possible because of its extensive capabilities for both conversion tracking and remarketing.
You may be asking, “why should I care?” Well, Bing Campaign Analytics is how conversions on Bing have been tracked historically, so once that is gone you will need something else in place to track your conversions. That something is Universal Event Tracking (UET). Without this, you will not be able to measure or evaluate campaign performance on Bing.
All Bing advertisers will be fully transitioned off Campaign Analytics by the end of October, but making the transition to UET right now will enable advanced tracking capabilities and allow you to utilize remarketing lists.
The reason the UET tag should be on every page is that it also serves as your remarketing pixel. (Here’s how to set up Bing remarketing lists.) You should take advantage of Bing’s remarketing capability, which is similar to Google RLSA (Remarketing Lists for Search Ads). It allows you to increase bids and show in higher position for searchers who have already been to your site, are familiar with your brand, and are therefore more qualified. On Google, RLSA lists can more than double conversion rates.
The process is simple:
You have now created your UET tag! This should be placed on ALL pages of your site.
After you have placed the UET tag on every page of your site, you can create your conversion goal(s) for the tag to track. The most common approach is to use a destination URL, such as your final thank you or checkout page, to track conversions. There are also other options for conversion tracking, such as time spent on site. You can create multiple goals to track the various ways visitors can ‘convert’ on your site.
All Bing users will be transitioned to the UET tag this year, but the sooner you transition the sooner you can access Bing Remarketing and Bing’s new advanced analytics.