[{"data":1,"prerenderedAt":-1},["ShallowReactive",2],{"cms-page:\u002Fblog\u002Fsimple-bing-ecommerce-revenue-tracking-google-tag-manager":3},{"date":4,"date_gmt":4,"content":5,"sticky":7,"format":8,"categories":9,"collections":12,"coauthors":13,"class_list":15,"acf":25,"head_links":471,"breadcrumbs":472,"reading_minutes":203,"category":480,"head":483},"2018-11-17T18:33:18",{"rendered":6},"\n\u003Cp class=\"has-background\" style=\"background-color:#23b09b;color: white;font-family: 'Red Hat Display'; id=\" updated-post\"=\"\">\u003Cstrong>CAVEAT: You need \u003Ca rel=\"noreferrer noopener\" href=\"https:\u002F\u002Fdevelopers.google.com\u002Ftag-manager\u002Fenhanced-ecommerce\">enhanced ecommerce data Layer features\u003C\u002Fa> enabled in order for this to work as per my examples below.\u003C\u002Fstrong>\u003C\u002Fp>\n\n\n\n\u003Cp>Did you know, when you have enhanced ecommerce tracking installed via dataLayer on your ecommerce website, you can access the information within the object in addition to just sending information onwards to Google Analytics. I’ve recently written on how you can reshape this information into \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fretrofitting-facebook-viewcontent-events-enhanced-ecommerce-datalayer-objects\u002F\">fully-featured Facebook pixel ecommerce tracking\u003C\u002Fa>, but its application is not limited to Facebook and Google alone.\u003C\u002Fp>\n\n\n\n\u003Cp>Bing has a fairly rudimentary ecommerce tracking API built into its event tracking pixels. through Tag Manager, it’s implementation has recently got a lot easier with the addition of the “Bing Ads Universal Event Tracking” tag type, but you’re often still left with the challenge of extracting the transaction value from the success page, or reading it from elsewhere. If you’ve already gone to the trouble of adding enhanced ecommerce via the dataLayer to your website, then you already have all the information you need to hand.\u003C\u002Fp>\n\n\n\n\u003Cp>First of all, set up a new trigger, if you don’t already have one, for a purchase event. This could be a custom event, or a specific pageview (limited to a specific page path), depending on how your website is configured to send purchase information to your Data Layer.\u003C\u002Fp>\n\n\n\n\u003Cp>Next up, head within Tag Manager to your User Defined Variables section and create a new one of the type “Data Layer Variable”. Then enter the data layer variable name as: \u003Cstrong>ecommerce.purchase.actionField.revenue\u003C\u002Fstrong>. Save this Variable in Tag Manager as something like “Transaction Value”.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002Ftransaction-value-data-layer-variable.png\" alt=\"\" class=\"wp-image-12684\" width=\"519\" height=\"173\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp>When adding the UET tag under Tags > New > Bing Ads Universal Event Tracking, select the type to be “Variable Revenue” and then use the following input field to select the Tag Manager variable name you just saved (i.e. {{Transaction Value}}). It will appear in handlebars as all GTM variables do.\u003C\u002Fp>\n\n\n\n\u003Cdiv class=\"wp-block-image\">\u003Cfigure class=\"aligncenter is-resized\">\u003Cimg loading=\"lazy\" decoding=\"async\" src=\"https:\u002F\u002Fcdn.impression.co.uk\u002F2021\u002F05\u002Fbing-revenue-tracking-setup-in-tag-manager.png\" alt=\"\" class=\"wp-image-12685\" width=\"474\" height=\"299\"\u002F>\u003C\u002Ffigure>\u003C\u002Fdiv>\n\n\n\n\u003Cp>Finally, apply the “purchase” trigger you created earlier to this tag so that it only fires when the ecommerce information is available on the page.\u003C\u002Fp>\n\n\n\n\u003Cp>That’s it! Preview and test, then deploy once you’re happy with your setup.\u003C\u002Fp>\n\n\n\n\u003Cp>If you’re keen to experiment with taking additional information from the dataLayer ecommerce object, then you can access a number of additional data points in the same way, namely:\u003C\u002Fp>\n\n\n\n\u003Cp>Transaction ID:ecommerce.purchase.actionField.id\u003Cbr>Revenue:ecommerce.purchase.actionField.revenue\u003Cbr>Tax:ecommerce.purchase.actionField.tax\u003Cbr>Shipping fees:ecommerce.purchase.actionField.shipping\u003Cbr>Coupon Code used:ecommerce.purchase.actionField.coupon\u003C\u002Fp>\n\n\n\n\u003Cp>And if you want to see how we manipulated the products array into another format, check out my post on using this data to form \u003Ca rel=\"noreferrer noopener\" href=\"\u002Fblog\u002Fretrofitting-facebook-viewcontent-events-enhanced-ecommerce-datalayer-objects\u002F\">Facebook ViewContent events here\u003C\u002Fa>.\u003C\u002Fp>\n",false,"standard",[10,11],59,41,[],[14],108,[16,17,18,19,20,21,22,23,24],"post-4164","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-ecommerce","category-measurement",{"page_content_modules":26,"hero":199},[27,156],{"acf_fc_layout":28,"reduced":29,"top_overlap":-1,"bottom_underlap":-1,"disable_observer":29,"title":30,"content":6,"authors":31},"blog_post_content",true,"Simple Bing ecommerce revenue tracking through Google Tag Manager",[32],{"id":33,"path":34,"display_name":35,"job_title":36,"description":37,"avatar_url":38,"acf":39},1,"\u002Fabout\u002Four-team\u002Faaron-dicks\u002F","Aaron Dicks","Chief Technology Officer","Chief Technology Officer of Impression. Previously a developer and SEO, I now oversee our technology- and data-driven services, as well as some of our innovation and software development. Technical problem solver.","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F10\u002FAaron-Dicks2.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"job_title":36,"full_bio":40,"specialist_service_links":41,"photo":100},"\u003Cp>Chief Technology Officer. Co-founded Impression in 2012.\u003C\u002Fp>\n\u003Cp>I’m a self-taught web developer who stumbled into digital marketing through a part time job at University. I went on to work with a number of digital agencies when I was in an in-house marketing manager role which led me to identify an opportunity to start Impression to offer a better service and product.\u003C\u002Fp>\n\u003Cp>Having been here from day one, I’ve held many roles at Impression, but have since settled back into a technology role. I lead our technology and data service design and delivery and also look after some of our internal media software development.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Something that I’m proud of:\u003C\u002Fstrong>\u003Cbr \u002F>\nBuilding a business that can have so many positive impacts across our team, clients and – in time – a more positive impact on the community and environment.\u003C\u002Fp>\n\u003Cp>\u003Cstrong>Outside of work:\u003C\u002Fstrong>\u003Cbr \u002F>\nYou’ll find me walking my Giant Schnoodle, Otto.\u003C\u002Fp>\n",[42,59,71,81,91],{"page":43,"link_text":47},{"ID":14,"post_author":44,"post_date":45,"post_date_gmt":45,"post_content":46,"post_title":47,"post_excerpt":46,"post_status":48,"comment_status":49,"ping_status":49,"post_password":46,"post_name":50,"to_ping":46,"pinged":46,"post_modified":51,"post_modified_gmt":51,"post_content_filtered":46,"post_parent":52,"guid":53,"menu_order":54,"post_type":55,"post_mime_type":46,"comment_count":56,"filter":57,"url_path":58},"98","2020-12-16 14:36:55","","Digital Marketing Strategy","publish","closed","strategy","2025-10-29 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more posts","See all articles","\u002Fblog\u002F",[163,175,185],{"type_key":17,"title":164,"excerpt":165,"to":166,"postedAt":167,"readingTime":168,"image":169,"authors":170,"category":172},"A guide to WebMCP for marketing leaders","\u003Cp>The structure of web traffic is undergoing a fundamental structural transition. We’re certainly seeing the impacts of these changes en masse. Whilst SEO visibility is driving, in part, Generative Engine Optimisation (“GEO”) visibility, clicks in traditional SEO rankings are harder to come by, and customer behaviour is fragmented as users are using new places to […]\u003C\u002Fp>\n","\u002Fblog\u002Fa-guide-to-webmcp-for-marketing-leaders\u002F","2026-08-27T13:51:35",13,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F08\u002Fyasa-design-studio-Ot2wQ8jF43s-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[171],{"name":35,"image":38},{"to":173,"name":174},"\u002Fblog\u002Fcategory\u002Fecommerce\u002F","Ecommerce",{"type_key":17,"title":176,"excerpt":177,"to":178,"postedAt":179,"readingTime":180,"image":181,"authors":182,"category":184},"Navigating Agentic Commerce with Universal Commerce Protocol","\u003Cp>As artificial intelligence transitions from information retrieval to autonomous task execution, the underlying infrastructure supporting ecommerce is undergoing a fundamental architectural shift.  The Universal Commerce Protocol (“UCP”) provides the unified communication layer required for AI agents to browse, negotiate, and execute transactions directly across merchant back-ends such as payment gateways. It’s an open-source standard co-developed […]\u003C\u002Fp>\n","\u002Fblog\u002Fnavigating-agentic-commerce-with-universal-commerce-protocol\u002F","2026-08-27T13:51:17",9,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F08\u002Fa-c-dqg4QeDNUi8-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[183],{"name":35,"image":38},{"to":173,"name":174},{"type_key":17,"title":186,"excerpt":187,"to":188,"postedAt":189,"readingTime":190,"image":191,"authors":192,"category":196},"Beyond ad-level data: Unlocking granular product insights for Meta","\u003Cp>Standard Meta Ads reporting traditionally stops at the ad level, leaving e-commerce brands in the dark about which specific products are actually driving traffic on social platforms. While Dynamic Product Ads (DPAs) are incredibly powerful, they aggregate performance across multiple items, making it difficult to isolate individual product success.  To bridge this data gap, the […]\u003C\u002Fp>\n","\u002Fblog\u002Funlocking-granular-product-insights-for-meta\u002F","2026-06-24T14:13:48",4,"https:\u002F\u002Fimages.impression.co.uk\u002F2026\u002F06\u002Fallison-saeng-B7VlWt3pRM0-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=640&q=90&w=640",[193],{"name":194,"image":195},"Zoe Le","https:\u002F\u002Fimages.impression.co.uk\u002F2023\u002F08\u002FZoe-Le-NEW.png?auto=compress&fit=crop&fm=jpg&h=150&q=80&w=150&bg=CFE6F9",{"to":197,"name":198},"\u002Fblog\u002Fcategory\u002Fmeasurement\u002F","Measurement",{"type":200,"style":201,"heading":30,"date":4,"updatedAt":202,"reading_minutes":203,"image":204,"imageAlt":30,"categories":205,"collections":470},"blog-post","light","2022-02-07T16:48:26",3,"https:\u002F\u002Fimages.impression.co.uk\u002F2021\u002F07\u002FNMjzF6C1-050720211625513935_neonbrand-315896-unsplash.jpg?auto=compress%2Cformat&fit=crop&h=1180&q=90&w=1860",[206,387],{"id":10,"count":207,"description":208,"link":173,"name":174,"slug":209,"taxonomy":210,"parent":54,"meta":211,"acf":212,"head_links":213,"resource_count":214,"yoast_title":215,"yoast_meta":216,"yoast_json_ld":261,"_links":359,"path":173},55,"\u003Cp class=\"p1\">Ecommerce is an industry that never sits still. Businesses are constantly developing new techniques and technologies to drive traffic and sales, whether through organic, paid or wider omnichannel marketing strategies.\u003C\u002Fp>\r\n\r\n\u003Cp class=\"p1\">With competition being so fierce, it's crucial that businesses stay on top of the latest ecommerce trends. You'll find our expert guides here, all providing award-winning tips to drive more sales. Whether you're a small business or an international ecommerce retailer, you'll find all the information you need below.\u003C\u002Fp>","ecommerce","category",[],[],[],12,"Ecommerce Blog | Tips, Advice & Guides | Impression",[217,219,222,225,228,231,234,236,238,240,243,246,249,252,255,258],{"property":218,"content":215},"title",{"property":220,"content":221},"description","Keeping up to date with the latest ecommerce trends, strategies, and industry movements can be difficult. 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