How to Install Bing UET Tag on Shopify — No-Code Guide (2026)

Last updated: June 2026

If you're running Microsoft Advertising (Bing Ads) campaigns and want to track conversions on your Shopify store, you need the UET (Universal Event Tracking) tag installed. This guide covers the easiest way to do it — no Liquid edits, no GTM, no developer needed.

What is the Bing UET Tag?

The UET tag is a JavaScript snippet from Microsoft Advertising that tracks what visitors do on your site after clicking your Bing ad. It records:

Page views — someone landed on your site
Add to cart — they added a product
Checkout started — they began the purchase flow
Purchase — they completed an order, with revenue data

Without it, you're flying blind on your Bing Ads ROAS.

The Problem with Manual Installation

Traditionally, installing a UET tag on Shopify meant:

Copying the UET JavaScript snippet from Microsoft Ads
Pasting it into your theme's theme.liquid file
Hoping it doesn't break on theme updates
Manually configuring event tracking for add-to-cart, checkout, and purchase

Three problems: theme-dependent (breaks on updates), fragile (fails on Shrine/Dawn), no checkout tracking (Liquid can't run in checkout).

The Modern Solution: Web Pixels API

Shopify introduced the Web Pixels API in 2025. It's a sandboxed environment that:

Runs independently of your theme
Works on every theme, including Shrine
Tracks events in checkout (where most conversions happen)
Doesn't break when you update your theme

The catch: you need an app that implements the Web Pixels API for Bing UET.

Step-by-Step: Install Bing UET Tag in 2 Minutes

Step 1: Get Your UET Tag ID

Go to Microsoft Advertising
Navigate to Tools > UET Tag
Copy your UET Tag ID (a 7-8 digit number)

Step 2: Install the App

Go to the Shopify App Store
Click Install
Paste your UET Tag ID in the single input field
Click Save

Done. The pixel is now live on your storefront.

Step 3: Verify It's Working

Open your store in a browser
Open Developer Tools (F12) > Network tab
Filter for bat.bing.com
Verify network requests appear on every page view

What Events Are Tracked Automatically?

Shopify Event	UET Event	When
page_viewed	pageLoad	Every page visit
product_viewed	viewContent	Product detail page
product_added_to_cart	addToCart	Customer adds item to cart
checkout_started	beginCheckout	Customer starts checkout
checkout_completed	purchase	Order completed, with revenue

Why Not Use Google Tag Manager?

GTM works, but it adds unnecessary complexity for a single pixel. You need to set up a GTM container, configure triggers, and maintain data layer variables. If you're only running Bing Ads, a purpose-built app is simpler.

Cost Comparison

Method	Setup Time	Monthly Cost	Theme-Safe
Dedicated App (Web Pixels)	2 minutes	$4.99/mo	Yes
Manual Liquid edit	1-4 hours	$0	No
Google Tag Manager	2-4 hours	$0	Sometimes

Ready to set up Bing UET tracking?

Install the app in 2 minutes. Works on every Shopify theme.

Install from Shopify App Store