Creators of commercial digital content, who are still using Bing’s Campaign Analytics tool for conversation tracking, have been given notice by the search giant that it’s about to be mothballed.
Its replacement, the “Universal Event Tracking” tool, has been taken up by most of Bing Ads’ customers, resulting in Bing’s current plans to automatically migrate all remaining Campaign Analytics goals to UET beginning in early May 2016.
While the porting of performance goals for commercial/ad content from Campaign Analytics to UET gets underway in May, conversion tracking will still be available in a new place in the web User Interface: Conversion Tracking > Conversion goals.
A major benefit of UET is that content producers need only use one tag to monitor all goals and conversions. In fact, during the upcoming automatic migration, Bing Ads will not only transition all of the Campaign Analytics tags it finds on customers’ websites to conversion goals, it will also automatically create a single UET tag and associate it with all of the transferred conversion goals. Customers can switch tags on their websites themselves during the May transition, although it isn’t mandatory.
UET’s advantages do not end with the one-tag-fits-all benefit. It also powers retargeting for search, enabling content creators to build on targeted audiences who have already visited the site during Bing searches.
By the end of June, producers of digital content must have exchanged all of the Campaign Analytics tags on their websites with the UET tag, or they will receive no further conversion data. Bing Ads will simply stop mapping Campaign Analytics tags with the UET tag, meaning that, from 1st July onwards, conversions will no longer be counted unless website owners have replaced their Campaign Analytics tags with the automatically-created UET alternative.
The implementation process for UET is extremely straightforward, thanks to a simplification Bing made last year. Content producers simply find the Campaign Analytics tag on their websites and replace the script with the automatically created UET tag. In steps, the process is as follows:
Locate the Campaign Analytics tag in the Conversion Tracking > Conversion goals > Campaign Analytics ID column, and access the automatically created UET tag by going to the Conversion Tracking > Conversion goals > UET Tag ID column.
But make sure you do it by the end of June!