How do I set up the Bing Ads (Microsoft Advertising) pixel in Hotmart?

If you advertise on Microsoft Advertising (formerly Bing Ads), you can integrate the tracking pixel with Hotmart to monitor actions taken by users after they interact with your ads.

This integration allows you to track important stages of the customer journey, such as reaching the checkout page and completing a purchase. With this data, you can monitor conversions, create remarketing audiences, and optimize your campaigns more effectively.

In this article, you'll learn how to create a UET (Universal Event Tracking) tag in Microsoft Advertising, configure the required conversion goals, and connect the pixel to your Hotmart account.

What is Microsoft Advertising UET?

UET (Universal Event Tracking) is Microsoft Advertising's tracking technology. It records actions performed by visitors and sends this information to the advertising platform.

Based on this data collection, you can measure conversions generated by your ads, create remarketing lists, analyze campaign performance, and use conversion-based optimization strategies.

To use the Hotmart pixel with Microsoft Advertising, you first need to create a UET tag in your advertising account.

How do I create a UET tag in Microsoft Advertising?

To create a UET tag, follow these steps:

1. Sign in to your Microsoft Advertising account.
2. In the left-hand menu, click Conversions.
3. Select UET tags.
4. Click Create UET tag.
5. Enter a name for the tag.
6. Click Save.

After creating the tag, the platform will display the UET tag ID. Save this number, as it will be used during the setup process in Hotmart.

Important: Hotmart uses the UET tag ID to automatically send compatible events to Microsoft Advertising.

How do I create a goal to track checkout page visits?

In addition to the UET tag, you need to create a conversion goal so Microsoft Advertising can register the events sent by Hotmart.

To track visits to the checkout page:

1. Sign in to your Microsoft Advertising account.
2. In the left-hand menu, click Conversions > Conversion goals.
3. Click Create conversion goal.
4. Choose the Website option.
5. Select an Event-based goal type.
6. Configure the fields with the following values:
   • Category: product_checkout
   • Action: checkout
   • Label: product_id
   • Value: Product ID in Hotmart
7. Set the remaining goal settings according to your measurement strategy.
8. Associate the goal with the UET tag created previously.
9. Save the settings.

This goal will allow you to track users who reached the checkout stage of your product.

How do I create a goal to track approved purchases?

To register completed sales, create a second conversion goal by following these steps:

1. Sign in to your Microsoft Advertising account.
2. In the left-hand menu, click Conversions > Conversion goals.
3. Click Create conversion goal.
4. Choose the Website option.
5. Select an Event-based goal.
6. Configure the following fields:
   • Category: product_purchase
   • Action: purchase
   • Label: product_id
   • Value: Product ID in Hotmart
7. Associate the goal with the same UET tag used previously.
8. Save the settings.

If you use revenue tracking in Microsoft Advertising, you can configure the goal to receive variable conversion values when available.

How do I connect the Microsoft Advertising pixel to Hotmart?

After creating the UET tag in Microsoft Advertising, you can link it to your product in Hotmart.

1. Sign in to your Hotmart account at https://app.hotmart.com.
2. In the left-hand menu, click Tools, then Show all.
3. Search for Tracking Pixel.
4. Choose the product you want to configure.
5. Then, select Bing Ads (Microsoft Advertising).
6. Paste the UET tag ID created in Microsoft Advertising.
7. Select the event types you want to track. At this stage, carefully review the advanced settings as well. Then click Continue.
8. Click Save.

After the setup is complete, Hotmart will automatically start sending compatible events to your Microsoft Advertising account.

How do I verify that the setup is working?

After completing the integration, we recommend running a few tests to validate the tracking. You can:

• Confirm that the UET tag is active in the UET tags section of Microsoft Advertising.
• Check whether the tag is recording activity.
• Verify that the conversion goals start receiving events after visits and purchases.
• Use the official UET Tag Helper extension provided by Microsoft to validate that the tag is working correctly.

Keep in mind that it may take a few hours for the data to appear in the platform reports.

Frequently asked questions