Customer.io

Bing Ads destination

Getting started

Before you can track conversions or target audiences, you need to create a UET tag in Bing Ads and then add it to the destination settings. Follow the steps within the Bing Ads documentation to create a UET tag.

You’ll only be able to include one Tag ID per source so make sure to associate conversion criteria to the correct Tag ID that is included in your settings.

  1. Go to Data & Integrations > Integrations and select the Bing Ads entry in the Directory tab.
  2. (Optional) Select the data sources that you want to connect to your outbound integration. You can always connect data sources later. We'll only show you data sources that work with your integration.
  3. Configure your integration.
    1. Tag ID: Your Bing Universal Event Tracking Tag ID. [Learn more](https://help.ads.microsoft.com/#apex/ads/en/56913/2-500)
  4. Click Enable Destination.

It may take up to 45 minutes to fully activate your destination and begin asynchronously loading the Bing Ads snippet on your website.

Actions

When you're done setting things up, you can go to the Actions tab to see how we map incoming data to your integration.

You may need to add actions for this integration

While we often have default triggers for actions, we don't always add those actions as defaults. You may need to add actions to make sure that you're sending all the data that you want to send to your integration. See our actions page for help setting up actions.

ActionDefault TriggerDescription
Track Page Viewtype = "page"

Track the current page

Track Custom Eventtype = "track"

Track a custom conversion event

Track Checkout Started Eventtype = "track"and
event = "Checkout Started"

Track the Checkout Started event which will be sent as a begin_checkout event to Bing. More information is available on the documentation.

Track Order Completed Eventtype = "track"and
event = "Order Completed"

Track the Order Completed event which will be sent as a purchase event to Bing. More information is available on the documentation.

Track Product Added Eventtype = "track"and
event = "Product Added"

Track the Product Added event which will be sent as a add_to_cart event to Bing. More information is available on the documentation.

Track Product Added To Wishlist Eventtype = "track"and
event = "Product Added To Wishlist"

Track the Product Added To Wishlist event which will be sent as a add_to_wishlist event to Bing. More information is available on the documentation.

Track Product List Viewed Eventtype = "track"and
event = "Product List Viewed"

Track the Product List Viewed event which will be sent as a view_item_list event to Bing. More information is available on the documentation.

Track Products Searched Eventtype = "track"and
event = "Products Searched"

Track the Products Searched event which will be sent as a view_search_results event to Bing. More information is available on the documentation.

Track Product Viewed Eventtype = "track"and
event = "Product Viewed"

Track the Product Viewed event which will be sent as a view_item event to Bing. More information is available on the documentation.

Setting conversion criteria

Before you can map your events to conversion goals, you need to create conversion criteria in Bing Ads and associate those events with your UET tag.

  1. In Bing Ads, go to the Automation > Conversion Goals.
  2. Under Conversion Tracking, click Conversion Goals and select Create conversion goal.
  3. Enter a name for your goal. Use a descriptive name that makes sense to you, like Checkout started.
  4. Choose the Event type of conversion and click Next.
  5. Fill in the appropriate values. Make sure to add the source event name as the label field and to associate the goal to the correct UET Tag that you set up in your destination.

Troubleshooting: script unverified or undetected by third-party tool

This error is typically a limitation on a third-party tool’s detection process, where the detector is looking for a specific HTML element on your page. Our client side JavaScript library loads the Bing Ads script onto the page, so the detector doesn’t see it.

To confirm that the Bing Ads script is actually loaded on your page(s), you can open your browser’s console and check the Network tab when the page loads. If the script does not load, make sure that your ad-blocker is disabled.

Updated August 20, 2026