How To Implement Bing Conversion Tracking with Shopify via GTM

Elevar powers your data layer and server-side tracking needed to connect Bing and Shopify.

beginner Implementation Difficulty
How To Implement Bing Conversion Tracking with Shopify via GTM

Integration Specs

  • Channel Accuracy Monitoring
  • Requires Elevar Data Layer
  • GTM server-side client customizable
  • Chrome Extension

  • GTM Web Container

What's Included


What customer events are tracked in this integration

  • Purchase
  • Sitewide Tag

Customer Parameters

What customer parameters are tracked in this integration

  • e-mail

Step 1:

In order to deploy Bing conversion tracking via Google Tag Manager tags, you need to have a data layer implemented on your Shopify store that pushes customer and order data that Bing’s tags require.


If you don’t have a data layer for your Shopify store yet, then you can utilize Elevar’s data layer for Shopify. It’s a 1-click installation into your theme.

Step 2: Download Container for GTM

Inside of your Elevar account, go to Pre Built Tags > Bing.

Update your Bing Account ID in the tag settings shown below.


Download the container and save to your computer.

Step 3: Import Container to GTM

Next up, go to your Google Tag Manager container > Admin > Import.


Be sure to select Merge container, not overwrite.

Once you’ve imported, verify your Bing Account ID variable is accurate.

Step 4: QA & Publish the Pre-Built Tags

Once you’re ready to go live then put GTM into preview mode.

You can navigate the site and place an order to verify your Bing tags trigger as expected.

Remember that the data layer from step 1 needs to be live on your store in order for the variables – like revenue and order id – to populate.

Once you’re ready to go live then proceed with publishing your container.

Screen Shot 2022-04-29 at 12.39.01 PM

Select Publish

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Step 5: Remove Previous Bing Tracking

Remove any previous Bing Tracking. This could be hardcoded script in your Shopify Theme or Checkout Settings.

Step 6: Create an Event-based Conversion Goal in Microsoft Ads

Even though we are now sending purchase events to Bing Ads, we still have to tell Microsoft about this.

In Microsoft Ads, go to Tools > Conversion Goals.

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Click Create Conversion Goal.

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For Conversion Goal, select Website.

Screen Shot 2022-04-29 at 12.50.31 PMFor Conversion Goal Type, select Purchase > then Event.

Screen Shot 2022-04-29 at 12.52.36 PM

In the Conversion Goal Details, title your goal Purchase or some variation > Set the Action = purchase > Set Category = checkout > Set revenue = conversion action value may vary.

Screen Shot 2022-04-29 at 12.55.19 PM

Under Set Up Tagging, select Yes > Select Next & Save.

Screen Shot 2022-04-29 at 12.58.26 PM

Finally, select Track Event on Inline Action.

Screen Recording 2021-12-07.. 2021-12-08 at 2.42.03 PM. - Google Chrome

And that’s it!

Compatible Data Sources

Data Layer

Complete data layer for Google Tag Manager including all native events and variables for Shopify.
Learn More


View common integration questions

  • This typically happens when the conversion event is not configured properly inside of your Microsoft Ads manager. Be sure to double check the final step outlined above.