Shopify + Microsoft Advertising: the underpriced ecommerce channel
Microsoft Advertising, running Bing and its partner network, is frequently cheaper per click than Google for the same ecommerce intent, and many Shopify stores ignore it. Connecting them means importing your Google setup or building a native feed, plus the UET tag for conversions. This guide covers the setup iClick uses to open a second search channel.
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Get your auditBook a callWhat this integration unlocks
- Product feed into Microsoft Merchant Center for Shopping ads
- Conversion tracking through the UET tag
- Often lower cost per click than Google for similar intent
- Import of an existing Google Ads structure to launch quickly
- A diversified search presence beyond Google alone
Setup steps
- 1
Get the product feed into Microsoft
You have two paths. The fastest is to import your existing Google Merchant Center feed and Google Ads campaigns into Microsoft, which reuses work you have already done. The alternative is a native feed from Shopify via a feed app.
Either way, confirm GTINs, pricing, and availability populate, and that Microsoft Merchant Center approves the products.
- 2
Install the UET tag
Microsoft's Universal Event Tracking tag is the equivalent of the Google Ads tag. Install it through Google Tag Manager on the Shopify store and configure the purchase conversion with order value and transaction ID.
Verify the tag records events in Microsoft's UET diagnostics before launching campaigns, since an unverified tag means unmeasured spend.
- 3
Import or rebuild campaigns
Use the Google import to bring across campaign structure, then review it rather than trusting it blindly. Bidding, budgets, and negative keywords should be tuned for Microsoft's different auction and typically lower volume.
Do not simply mirror Google, because the audience skews and cost dynamics differ enough to warrant adjustment.
- 4
Reconcile and monitor
Reconcile Microsoft-reported conversions against Shopify revenue as you would for Google. Volume is usually lower, so give campaigns enough time and budget to gather signal before judging them, and watch for the efficiency advantage that makes the channel worthwhile.
Common issues
Fix. Confirm the tag and conversion goal are correctly installed through GTM and that the purchase event passes value and transaction ID. Check the UET diagnostics before running spend.
Fix. A raw Google import ignores Microsoft's different auction and audience. Review bids, budgets, and negatives, and tune rather than mirroring Google exactly.
Fix. Usually the same feed issues as Google, missing GTINs or image problems. Fix at the Shopify level so corrections persist across both platforms.
Fix. Microsoft volume is lower than Google. Give campaigns adequate time and budget to gather conversions before deciding, rather than pausing prematurely.
Common questions
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