Last updated: June 2026
Running both Google Ads and Microsoft Advertising? You need both pixels. Here's why, and how to set them up without the headache.
| Google Ads | Microsoft (Bing) | |
|---|---|---|
| Tracking tag | Google Tag (gtag.js) | UET Tag (bat.bing.com) |
| Shopify integration | Built-in (Google channel) | Third-party app required |
| CPC (ecommerce avg) | $0.80-2.50 | $0.40-1.50 |
Google uses gtag.js sending data to googleadservices.com. Microsoft uses bat.bing.com with its own UET library. No crossover. If you run campaigns on both platforms, you need both pixels.
Multi-channel apps claim to handle Google + Bing. Reality: they're more expensive ($10-50/mo), require GTM/data layer, inject via Liquid (breaks on Shrine), and have complex setup. If you only need Bing UET (because Google is built into Shopify), a dedicated app at $4.99/mo is simpler than a $30/mo suite you use 20% of.
Shopify's built-in Google channel handles Google Ads conversion tracking, GA4 integration, and Shopping feeds. You likely don't need a third-party app for Google Ads. For Microsoft Advertising? No built-in support. You need an app — dedicated (focused, $4.99/mo) or multi-channel (complex, $10-50/mo).
Shrine and OS 2.0 themes block Liquid-injected scripts. Apps using Web Pixels API (Shopify's official sandboxed standard) don't have this problem — they run independently of the theme.
Only if: (1) 3+ ad platforms, (2) monthly spend >$10,000, (3) you have a developer for GTM setup, (4) the app uses Web Pixels API. For everyone else: a dedicated UET app is the right move.
Need Bing UET tracking that works on every theme?
Install from Shopify App Store