INTRODUCTION: Running ads on Microsoft Bing without proper tracking is like sailing blind—you might move forward, but you’ll never know if you’re heading in the right direction. Many store owners struggle with PrestaShop Bing Ads conversion tracking setup because the UET tag or tracking pixel isn’t installed correctly, leaving sales untracked and ad spend wasted.

I’ve seen this problem firsthand while helping eCommerce brands fix broken analytics. The good news is that setting up Bing Ads UET tag integration in PrestaShop isn’t complicated once you know where to place the code, whether manually or through Google Tag Manager. With the right steps, you can track add to cart, checkout, and purchase events, set up dynamic remarketing, and even enable server-side Microsoft Ads tracking for maximum accuracy.

In this guide, I’ll walk you through the complete setup—from how to add the Bing Ads tag in PrestaShop to creating conversion goals, verifying the tag, and fixing common issues. By the end, you’ll know the best way to set up Bing Ads UET tag in PrestaShop so you can stop guessing, start tracking, and scale with confidence.

If you’d rather skip the trial-and-error, I also help PrestaShop businesses set up Microsoft Ads conversion tracking the right way.

Understanding Microsoft Bing Ads Conversion Tracking Basics

.1 What is the Bing Ads UET Tag?

The Universal Event Tracking (UET) tag is simply the tracking pixel for Microsoft Ads. Think of it as the foundation of your PrestaShop Bing Ads tracking setup. Once installed, it records user actions like page visits, add to cart clicks, checkouts, and completed purchases. Without this small piece of code, Microsoft Ads won’t know which campaigns are actually driving sales. In short, the UET tag is your store’s digital memory—it keeps track of what customers do so you can measure and improve your ads.

.2 How Conversion Tracking Works in Microsoft Ads

Microsoft Ads tracking runs in two main ways: browser-based (client-side) and server-side. The client-side version fires when the UET tag loads on a shopper’s browser, while server-side tracking sends data directly from your server to Microsoft Ads, bypassing blockers and privacy limits. This dual approach makes your data more reliable. Conversion tracking also ties into attribution, where Microsoft Ads decides which click or channel gets credit. By default, it leans on last-click, but cross-device signals are improving accuracy.

.3 UET Tag + Events + Goals

The structure is simple: your UET tag fires, it triggers events, and those events are counted as goals inside Microsoft Ads. For a PrestaShop store, the most valuable events to track are Add to Cart, Checkout, and Purchase. Each event gives you a clearer picture of your funnel. By setting up these goals, you can see exactly how ads drive sales and optimize campaigns for real results. Tracking these actions is the key to making every dollar spent on Bing Ads work harder for your business.

Preparing Your PrestaShop Store for Bing Ads Tracking

.1 Accessing Your PrestaShop Theme Files

Before you can add any tracking, you need to know where your scripts live inside PrestaShop. Most tracking codes, including the Bing Ads UET tag, go into the header.tpl or footer.tpl file so they load on every page. If you edit these files directly, updates can overwrite your changes. That’s why using a child theme or Google Tag Manager is the cleaner, safer choice. In simple terms, the best place to add your Bing tracking script is where it loads globally without breaking your theme.

.2 Setting Up Google Tag Manager for PrestaShop

Google Tag Manager makes your life easier because you don’t have to touch code every time you need to add or adjust a tag. You install GTM once, and then manage all your tracking, including Bing Ads, from a single dashboard. This approach is faster, safer, and much more flexible. If you ever wondered the best way to install Bing Ads tag via GTM in PrestaShop, this is it—use GTM as your central control room and you’ll save hours of work.

.3 Ensuring DataLayer Implementation

Installing the UET tag is just one part of the setup—you also need to pass the right data. PrestaShop doesn’t push all the useful details by default, so a custom dataLayer comes in handy. With it, you can capture events like Add to Cart, Checkout, and Purchase, along with values like order ID and revenue. This extra layer makes it possible to track add to cart and purchase events in PrestaShop using Bing Ads with full accuracy. A solid dataLayer ensures Microsoft Ads sees the same numbers as your store, giving you confidence in your reporting.

Step-by-Step: Adding Bing Ads UET Tag to PrestaShop

.1 Getting Your UET Tag from Microsoft Ads

The first step is to log into your Microsoft Ads account and head to the Conversion Tracking section. There you’ll find the option to create or view your Universal Event Tracking (UET) tag. Microsoft generates a small snippet of JavaScript that works as your unique tracking pixel. Copy this code carefully because it needs to be placed in your PrestaShop store for every visitor session to be recorded. In short, the UET tag is your ticket to tracking sales and user behavior inside Bing Ads.

.2 Manual UET Tag Installation in PrestaShop

If you prefer a direct method, you can place the UET tag inside your PrestaShop theme files. The safest locations are header.tpl or footer.tpl, which ensure the code loads on all pages. This approach works but comes with a risk—theme updates can overwrite your edits. To avoid this, always use a child theme if you go manual. This is the classic way for those who want full control and need to know exactly how to add Bing Ads tag in PrestaShop without extra tools.

.3 UET Tag Installation via Google Tag Manager

For most store owners, Google Tag Manager (GTM) is the better option. You only need to add GTM once, and then you can insert your Bing Ads UET tag directly through the GTM interface. Choose the Bing Ads Tag template, paste your UET ID, and set triggers for page views or custom events like purchases. This method keeps your setup clean and flexible, making it easy to adjust tracking without touching code again. If you want a future-proof setup, the best path is to setup Bing UET tag on PrestaShop site through GTM.

Setting Up Conversion Goals in Microsoft Ads

.1 Standard Conversion Goals

The simplest way to measure sales in PrestaShop with Bing Ads is by setting up a standard page load goal. This works by tracking the “thank you” or order confirmation page that only appears after a purchase. You tell Microsoft Ads that every visit to this page equals a conversion. It’s quick, easy, and reliable for tracking sales, especially if you just want to confirm which campaigns bring in orders. In short, if you want to know how to track sales in PrestaShop with Bing Ads, a page load goal is your starting point.

.2 Event-Based Conversion Goals

Page goals are useful, but event-based tracking gives more detail. With event goals, you can track actions like Add to Cart, Initiate Checkout, and Purchase directly. This setup gives you insight into where customers drop off and which ads are moving buyers through your funnel. For example, Bing Ads event tracking on PrestaShop checkout helps you see how many shoppers reach checkout versus how many actually finish the purchase. By using events, you can measure every step, not just the final sale.

.3 Dynamic Remarketing Setup

Dynamic remarketing takes things a step further by connecting your PrestaShop product feed to Bing Ads. When paired with the UET tag, this lets Microsoft Ads show customers the exact products they viewed or left in their cart. It’s one of the most powerful tools to bring visitors back and close the sale. PrestaShop Bing Ads dynamic remarketing is about relevance—you’re not just advertising, you’re reminding shoppers about items they already wanted. Done right, it feels less like marketing and more like a helpful nudge.

Advanced Setup: Server-Side Bing Ads Tracking for PrestaShop

.1 Why Server-Side Tracking Matters in 2025

Client-side pixels alone no longer give you the full picture. Ad blockers, browser restrictions, and privacy updates like iOS 17 can block or limit UET tags. That means your Bing Ads campaigns may look weaker than they really are. Server-side tracking solves this by sending conversion data directly from your PrestaShop server to Microsoft Ads. The result is better match rates, more accurate attribution, and a truer sense of your ROI. In short, PrestaShop server-side tracking for Bing Ads is the modern way to future-proof your setup.

.2 Implementing Bing Ads Conversion API

The Bing Ads Conversion API works alongside your UET tag to pass data server-to-server. Tools like Google Tag Manager server container or Stape make this process much easier. You can send purchase details such as order ID, product ID, and revenue directly from PrestaShop to Microsoft Ads. This extra feed of verified data helps the platform connect more conversions to the right ads, even when pixels are blocked. By setting it up once, you unlock more reliable reporting and stronger optimization signals.

.3 Deduplication with Client-Side + Server-Side

When you combine client-side pixels with server-side tracking, you must prevent double counting. Microsoft Ads allows you to use a unique event_id to identify conversions across both methods. This way, the same sale won’t be logged twice. Deduplication ensures clean, trustworthy numbers that you can actually act on. If you want to enable dynamic conversion tracking on PrestaShop for Microsoft Ads the right way, always add deduplication to your setup. This small detail makes the difference between messy reports and data you can confidently scale with.

Common Issues & Fixes in PrestaShop Bing Ads Tracking

.1 UET Tag Not Firing

One of the most common problems is when the UET tag simply doesn’t fire. You might notice no events showing in Microsoft Ads despite installing the code. The easiest way to debug this is with the UET Tag Helper browser extension. It shows you in real time if the tag is loading and which events are being sent. If you face this issue, the fix is usually checking your header.tpl or GTM container placement. In short, if your PrestaShop UET tag is not firing in Bing Ads, start by testing with the helper tool before digging deeper.

.2 Conversion Tracking Not Working

Another headache is when sales don’t show up in your Bing Ads account even though customers are buying. This usually happens because the thank-you page URL is wrong or event triggers are missing in GTM. For example, if your PrestaShop store uses a custom checkout, the default page load goal may not match the actual confirmation URL. The fix is to double-check your conversion settings and confirm your triggers fire on the right step. If you’re dealing with PrestaShop conversion tracking not working on Bing Ads, most times it’s a small setup mismatch.

.3 Dynamic Remarketing Errors

Dynamic remarketing is powerful, but it can break if your product IDs don’t match between PrestaShop and Microsoft Merchant Center. When this mismatch happens, your ads may not show the correct products or may fail to deliver altogether. The solution is syncing your product feed carefully and making sure the IDs in your dataLayer and Merchant Center line up. Once fixed, your remarketing campaigns will show the exact items customers viewed, boosting relevance and sales. This is one of those fixes that turns wasted budget into real results.

Best Practices for Accurate Bing Ads Conversion Tracking in PrestaShop

The best way to set up Bing Ads UET tag in PrestaShop is not just about installing the code—it’s about testing and refining until your data is reliable. Always start by checking with the UET Tag Helper or GTM preview mode. These tools confirm whether your tag is firing and if events like purchases are being recorded. A quick test can save hours of troubleshooting later.

Another key practice is enhanced matching. By passing hashed customer data such as email or phone number, you give Microsoft Ads stronger signals to match conversions back to users. This improves attribution, especially when browsers block cookies. It’s like giving the system a better map so it can connect ads to real buyers.

Finally, consistency is everything. Make sure your Add to Cart, Checkout, and Purchase events use the same structure and naming across your setup. When events fire in a clean and predictable way, you avoid duplicate data and messy reports. In short, accurate tracking comes down to testing often, enriching your signals, and keeping your events consistent. That’s how you build a PrestaShop Bing Ads tracking system you can actually trust.

FAQs: PrestaShop + Bing Ads Tracking

How do I add Microsoft Ads tracking code to PrestaShop?
You can add the Microsoft Ads UET tag manually in your theme files or through Google Tag Manager. The manual route means pasting the code into header.tpl or footer.tpl, while GTM gives you a cleaner setup that’s easier to maintain. In short, both methods work, but GTM is safer and future-proof.

What is the best way to track eCommerce conversions in PrestaShop with Bing Ads?
The most reliable way is to combine page load goals for completed purchases with event-based goals like Add to Cart and Checkout. This gives you a full view of your funnel and lets you see which ads move shoppers from browsing to buying. In practice, this is the complete guide to Bing Ads tracking in PrestaShop that most brands rely on.

Can I set up Bing Ads tracking with PrestaShop plugin vs GTM?
Yes, some plugins exist, but they’re often limited and harder to customize. GTM, on the other hand, allows you to manage all tags in one place, set precise triggers, and integrate with server-side setups. For long-term scalability, GTM is the smarter choice.

How do I enable dynamic remarketing in PrestaShop for Bing Ads?
To enable remarketing, connect your PrestaShop product feed with Microsoft Merchant Center and pair it with your UET tag. This setup ensures the ads show shoppers the exact items they viewed or added to cart. Done right, it feels like a personal reminder rather than a generic ad.

Conclusion: Track Smarter, Scale Faster

At the end of the day, running Bing Ads without proper tracking is like trying to grow a garden in the dark—you might get results, but you’ll never know what really worked. By setting up Bing Ads UET tags correctly in PrestaShop, you unlock the ability to measure real sales, not just clicks. This gives you clarity on ROI and ensures every ad dollar is working harder for you. In short, accurate tracking is the foundation of profitable campaigns.

The benefits are clear: better attribution, improved targeting, and less wasted spend. With server-side tracking and enhanced signals, you’re no longer at the mercy of ad blockers or privacy changes. You get a complete picture of your funnel—from add to cart to purchase—so you can make smarter decisions and scale confidently.

If you’d rather skip the trial-and-error, I help PrestaShop businesses set up Bing Ads conversion tracking the right way. A proper setup means clean data, reliable reports, and campaigns that actually grow your store. Track smarter today, and scaling tomorrow becomes much easier.