Since Shopify is depreciating different parts of the customer checkout tracking is getting more complicated. Shopify recommends using Customer Events but I have found there are still issues with this solution. As of right now the most success I have had is implementation with Google Tag Manager.

  1. Shopify has deprecated the “additional scripts” feature for checkout settings
  2. The checkout.liquid file was deprecated on August 13, 2024
  3. Shopify Scripts will be deprecated on August 28, 2025

I recently had to launch Microsoft for two new accounts and found very little in the way of official resources.

Setting Up UET with the automated Google Tag Manager Integration

If you’re looking to streamline your setup for Microsoft Advertising’s Universal Event Tracking (UET), using direct integration with Google Tag Manager (GTM) is a practical option. This method simplifies the process and allows for automatic UET tag creation based on your existing Google tags.

Why Use Direct Integration?

Direct integration with Google Tag Manager makes the UET setup more straightforward. Instead of manually handling code snippets, Microsoft Advertising can automatically copy your Google tags and create corresponding UET tags. This can save you time and reduce the potential for errors.

What you need

An up to date installation of Google Ads/GA4 within Google Tag Manager. That way Microsoft can copy the existing container with UET tag values.

Step-by-Step Guide to UET Setup via GTM

Here’s how to set up your UET tags using Google Tag Manager:

  1. In Microsoft Advertising, go to the top menu and select “Tools > UET tag.”
  2. Click on “Create > Create UET tag.”
  3. Enter a name and description for your UET tag, and decide whether to enable Microsoft Clarity.
  4. Click “Save and next.”
  5. Choose “Automatically add the tracking tag through Google Tag Manager.”
  6. Sign in with your Google account to connect to Google Tag Manager.
  7. From the dropdown menus, select the appropriate GTM account and container.
  8. Optionally, you can allow the UET tag to use your Universal Analytics or Google Analytics GA4 Event tags.
  9. Click “Next,” then “Done” to complete the setup.

Changes Made in Google Tag Manager

When you use this integration method, several updates occur in your selected Google Tag Manager container:

  • A base UET tag for page load events is added, which will fire on all pages.
  • Optionally, multiple UET tags can be created by copying the setup of your existing Universal Analytics or Google Analytics 4 tags.

You can choose not to use this feature by unchecking the relevant box during setup.

Using direct integration with Google Tag Manager for setting up UET provides a more efficient way to manage your tracking needs in Microsoft Advertising. For further details, you can refer to Microsoft’s help documentation on setting up UET with Google Tag Manager.

Setting Up Event Goals in Microsoft Advertising with GTM Integration

You’ve created a UET tag and your Google Tag Manager (GTM) has generated custom event tags for Microsoft Advertising. Now, let’s walk through the process of setting up Event goals to track conversions in your Microsoft Advertising account.

Creating a Conversion Goal

  1. Navigate to Conversions > Conversion goals in the left menu.
  2. Click “Create” and select “Website” as the conversion type.
  3. Choose your goal category and select “Event” as the goal type.
  4. Name your goal descriptively (e.g., “Checkout page”).
  5. Configure revenue value and review advanced settings.
  6. Decide whether to enable Enhanced conversions.

Linking Your UET Tag

  1. Select the UET tag you created earlier.
  2. Indicate whether the UET tag is installed on your website.

Setting Up Event Parameters

  1. Choose “Manual installation” for the event tag setup.
  2. Copy the custom event parameter values from your GTM to match the event goal parameters.
  3. Specify the event tracking method (inline action or page load).

Finalizing the Setup

  1. Disregard the provided script.
  2. Save your settings and complete the process.

Additional points to consider

  1. This post doesn’t mention the importance of enabling Enhanced Conversions in Microsoft Advertising, which can improve conversion measurement.
  2. This post doesn’t mention the importance of verifying the UET tag installation using tools like the UET Tag Helper extension.

Remember, the key to successful conversion tracking is ensuring your GTM setup aligns with your Microsoft Advertising goals. Double-check that your custom event parameters match across both platforms for accurate data collection.

For more detailed information, you can refer to Microsoft’s documentation on tracking custom events with UET and setting up UET tags using Google Tag Manager.