Shopify Plus & Bing UET Tag Deployment Guide

Background: The Shopify Plus Checkout Update

Shopify Plus updated its checkout flow, and the old "Additional Scripts" section in checkout settings no longer accepts custom code. This directly impacts marketing channels — Google Ads, Facebook Ads, and Bing Ads all lose their conversion tracking capabilities if you relied on the old method.

If your Shopify Plus store previously had tracking codes installed in the checkout additional scripts area, those codes have stopped firing. Below is the updated solution for Bing UET tag deployment.

Prerequisites

Shopify Plus account with admin access
Microsoft Advertising account with UET tag created
Your UET Tag ID (found in Microsoft Advertising → Tools → UET tags)

Step 1: Install the Base UET Tag

This step assumes you already have the UET tracking code from your Microsoft Advertising account.

The base UET tag needs to be installed on all pages of your Shopify store. In Shopify admin:

Go to Online Store → Themes → Actions → Edit Code
Open layout/theme.liquid
In the <head> section, paste your UET tag script:

<script>(function(w,d,t,r,u){var f,n,i;w[u]=w[u]||[],f=function(){var o={ti:"YOUR_TAG_ID"};o.q=w[u],w[u]=new UET(o),w[u].push("pageLoad")},n=d.createElement(t),n.src=r,n.async=1,n.onload=n.onreadystatechange=function(){var s=this.readyState;s&&s!=="loaded"&&s!=="complete"||(f(),n.onload=n.onreadystatechange=null)},i=d.getElementsByTagName(t)[0],i.parentNode.insertBefore(n,i)})(window,document,"script","//bat.bing.com/bat.js","uetq");</script>

Replace YOUR_TAG_ID with your actual UET Tag ID.

Step 2: Set Up Conversion Events via Shopify Webhooks

With the new Shopify Plus checkout, you need to use Shopify Webhooks or the Shopify Customer Events API to fire conversion events:

Go to Settings → Customer events in Shopify admin
Click "Add custom pixel"
Name it "Bing UET Conversion"
Paste the following code:

// Track purchase events for Bing UET
analytics.subscribe("checkout_completed", (event) => {
  window.uetq = window.uetq || [];
  window.uetq.push({
    'ec': 'purchase',
    'ea': 'checkout_completed',
    'el': event.data?.checkout?.order?.id || '',
    'ev': event.data?.checkout?.subtotalPrice?.amount || 0
  });
});

Step 3: Verify the Installation

Use the Microsoft Advertising UET Tag Helper Chrome extension to verify your tag is firing correctly:

Install the UET Tag Helper extension
Navigate to your Shopify store and complete a test purchase
Check the extension to confirm both the page load and conversion events are tracked

Important: The conversion event will only fire on the "Thank You" / order confirmation page. Make sure your webhook/pixel fires after the order is completed, not during checkout.

Step 4: Define Conversion Goals in Microsoft Advertising

After the UET tag is verified, set up conversion goals:

In Microsoft Advertising, go to Tools → Conversion goals
Create a new goal of type "Event" or "Destination URL"
Map it to the UET event you configured (e.g., purchase event)
Set the conversion value to match your order subtotal

Troubleshooting Common Issues

Tag not firing on checkout pages: This is the core issue with the Shopify Plus update. Use the Customer Events API method described above — do not try to add scripts directly to checkout.
Conversion value showing as 0: Check that your event data object includes the price amount. Use event.data?.checkout?.subtotalPrice?.amount to capture the value.
UET Tag Helper shows no activity: Ensure the base tag is in theme.liquid and loads on all pages. Clear your browser cache and try again.

Conclusion

The Shopify Plus checkout update disrupted tracking for many advertisers, but the Customer Events API provides a robust solution. By combining the base UET tag in theme.liquid with event-based tracking through custom pixels, you can restore full conversion tracking for Bing Ads — and the same approach works for Google Ads and Facebook Pixel.