1. Enter: -> Tools -> Conversion goals in the Microsoft Advertising (Bing Ads) panel.
![](https://pl.sembot.com/wp-content/uploads/2021/12/1-Conversion-goals-w-panelu-Bing-Ads.jpg)
2. Choose: “Create conversion goal”.
![](https://pl.sembot.com/wp-content/uploads/2021/12/2-Create-conversion-goal-1024x329.jpg)
3. Next: “Website”.
![](https://pl.sembot.com/wp-content/uploads/2021/12/3-website-1024x322.jpg)
4. As a“Goal Category” choose “Purchase” and “Goal Type” -> Event.
![](https://pl.sembot.com/wp-content/uploads/2021/12/4-Goal-category-1024x574.jpg)
5. Name your conversion (any name). Set action as “Equals to -> purchase”. Near the “Revenue” option check “Conversion action value may vary and send value for PLN or any currency you have on the store.
![](https://pl.sembot.com/wp-content/uploads/2021/12/5-Event-Goal-1024x298.jpg)
6. If you had implemented UET tage before -> choose the second option.
![](https://pl.sembot.com/wp-content/uploads/2021/12/6-Tagging-1024x238.jpg)
7. In the last step, select “Track event on inline action”. You will see the tag, which you have to implement eith GTM.
![](https://pl.sembot.com/wp-content/uploads/2021/12/7-Event-tag-1024x438.jpg)
8. Ready conversion TAG for everyone:
Implementing event tag with Google Tag Manager
1. After logging in to the GTM panel, go to the “variables” tab, and create a new user-defined variable.
![](https://pl.sembot.com/wp-content/uploads/2021/12/8-Obszar-roboczy-1024x788.jpg)
2. Choose “variable data layer”. In the variable, enter the data from the DataLayer corresponding to the conversion value.
![](https://pl.sembot.com/wp-content/uploads/2021/12/9-Typ-zmiennej-1024x322.jpg)
3. Next create new rule.
![](https://pl.sembot.com/wp-content/uploads/2021/12/10-Reguly-1024x287.jpg)
4. Choose “Custom event”
![](https://pl.sembot.com/wp-content/uploads/2021/12/11-zdarzenie-niestandardowe-1024x492.jpg)
5. Enter event name: “Purchase”, name the rule and save.
![](https://pl.sembot.com/wp-content/uploads/2021/12/12-Skonfiguruj-regule-1024x474.jpg)
6. Now move on to the tag creation option. Go to the “Tags” tab, click “New” and select the Custom option “Custom HTML code.”
![](https://pl.sembot.com/wp-content/uploads/2021/12/13-Wybierz-typ-tagu-1024x585.jpg)
![](https://pl.sembot.com/wp-content/uploads/2021/12/14-Niestandarodwy-kod-HTML-1024x585.jpg)
As a rule, choose the Purchase created before
8. Save changes and publish the container.