In this video I show you how to set up Microsoft Advertising (Bing Ads) conversion tracking for a Shopify store using Google Tag Manager. My main focus is doing it in a theme-independent way by enabling a proper Shopify data layer from the backend (Custom Events). This is a one-time investment—if you change your Shopify theme later, the data layer still stays active, so you don’t need any third-party app just to keep tracking working. I start by creating the UET tag inside Microsoft Advertising (Conversions > Tag) and then I install it through GTM using the Microsoft Advertising Universal Event Tracking template. After that, I create a Purchase conversion goal with manual setup, set conversion action value to use revenue, and keep the goal settings aligned with what most advertisers need (window, attribution, etc.). Then I build the Purchase event tag in GTM using data layer variables (value and currency), test everything using Tag Assistant + the UET extension, and confirm the custom event is firing with the correct amount and currency. Finally, I explain the verification delay (it can take up to 24 hours) and mention that Microsoft doesn’t really provide server-side tracking facilities like other platforms—so for now, this is the clean practical setup you can run for Shopify.