Tracking New vs. Returning Customer Segment via GTM

Question

Tracking New vs. Returning Customer Segment via GTM

Maren 0

Hi,

I'd like to set up the tracking for new vs returning customer segment:

new-return-mads

I would like to set it up via Google Tag Manager.

I assume I need to put a new parameter. But I am not sure what to put as Name for the parameter e.g. is_new_customer or customer_type... ? And depending on this of coz, what value do I need? a Boolean or "new" or "returning?

Bildschirmfoto 2026-02-27 um 10.05.18

Hope you can help me.

Best

Maren

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2 answers

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Answer 1

Maren 0

Hi Dagmara,

thank you for the quick response.

Irritating that Microsoft Ads does not need a specific parameter name but then I will set it up like that.

Thank you very much.

Maren

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Answer 2

MS Advertising - Dagmara 560 Microsoft External Staff Moderator

Hello Maren,

Thank you for using our Microsoft Advertising Learn Q&A Platform!

I understand you would like to set up tracking for new vs returning customers. You can choose any parameter name (e.g., customer _type or is_new_customer) because Microsoft Advertising does not require a specific naming convention.
What matters is the value you send into the UET tag. For “new vs returning customers,” the easiest and clearest option is to send:

"new"
"returning"

This makes it very simple to build audiences or reports later in Microsoft Advertising.

So, your setup in GTM would look like:

Parameter name: customer_type
Parameter value: "new" or "returning" (based on your logic)

You can use a cookie, a GTM variable, or your own website logic to decide whether the user is new or returning.

https://help.ads.microsoft.com/#apex/ads/en/56684/2
https://learn.microsoft.com/en-us/advertising/guides/uet-conversion-api-integration?view=bingads-13
https://help.ads.microsoft.com/#apex/ads/en/53056/2
https://help.ads.microsoft.com/#apex/ads/en/60132/-1

I hope above information helps. Our support teams are happy to discuss your account in more detail via phone, chat or email to provide review assistance, please see our support page to reach out!

I hope the information provided here will at least partly answer your question. If you have any additional questions please do not hesitate to reach out to our support. I have also sent you a private message asking for further details. You are more than welcome to respond to me if you have anything else to discuss.

Kind regards,

Dagmara | Microsoft Advertising Support Specialist | 800-518-5689

Maren 0 Reputation points

2026-03-04T08:36:48.0933333+00:00

Hi Dagmara,
I implemented it in the GTM and pushed it live:

The variable will be filled either with new or returning.

But in the Microsoft Ads account I do not see the parameter

I wonder where the error is? Any suggestions?
Best

Maren
MS Advertising - Dagmara 560 Reputation points Microsoft External Staff Moderator

2026-03-04T14:53:01.4433333+00:00

Hi Maren,

It looks like your setup in GTM is correct, but the reason you don’t see the customer_type parameter in Microsoft Ads yet is most likely one of two things:

The parameter hasn’t appeared yet. New custom parameters can take up to 48 hours before they show in the UET tag dashboard in Microsoft Ads.

The variable was empty when the UET tag fired. If {{DLV - customer_status}} didn’t contain “new” or “returning” at the exact moment the tag ran, Microsoft won’t record it. This is the most common cause.

The UET dashboard you’re checking only shows parameters that Microsoft has already detected on the live site. Since this is a new custom parameter, it won’t appear until Microsoft receives it at least once with a real value.

If the consent banner had blocked the tag, you wouldn’t see any parameters at all, so that’s not the issue here.

If the goal is to report conversions by new vs returning customers, then you should create a purchase goal and map the custom parameter there. That’s where Microsoft Ads will let them segment conversions based on the values you send.

Kind regards,

Dagmara | Microsoft Advertising Support Specialist | 800-518-5689
Maren 0 Reputation points

2026-03-09T10:30:37.71+00:00

Hi Dagmara,

unfortunately, I still do not see the parameter.

In my test purchase I see it has been pushed:

Any idea what could be the issue?
Best
Maren
MS Advertising - Dagmara 560 Reputation points Microsoft External Staff Moderator

2026-03-09T11:58:16.8533333+00:00
Hi Maren,

Microsoft Ads only shows custom UET parameters after a few specific conditions are met.

Why the parameter isn’t visible yet

A conversion goal must fire first
Custom parameters don’t appear just because the UET tag fires. They only show up after:

the related conversion goal exists,

the goal is active, and

at least one valid conversion has been recorded. If the “purchase” goal hasn’t triggered yet, the parameter won’t appear.

There can be a delay of up to 24 hours
Even when everything is set up correctly, Microsoft Ads may take several hours before showing custom parameters in UET Tag Helper, diagnostics, or reporting.

The parameter must be added to the conversion goal
In the goal settings, Microsoft Ads requires you to explicitly map the event (“purchase”) and the custom parameter (e.g., customer_type). If it’s not included in the goal, it won’t be reported.

What to check now

Open your Purchase conversion goal in Microsoft Ads and confirm:

Event type: Custom event

Action: purchase Custom parameter included: customer_type

You can trigger a test purchase after updating the goal (Test this goal) - It will be processed with our Conversion Tracking Troubleshooter and Copilot will be able to identify where the issue is and provide the correct resolution.

Quick checklist

UET tag fires on the purchase page

Event action matches exactly (“purchase”)

Custom parameter name matches exactly (customer_type)

The conversion goal includes this parameter

At least one conversion has occurred after the goal was created

Enough time has passed for Microsoft Ads to update Microsoft Ads only shows custom UET parameters after a few specific conditions are met.

Kind regards,

Dagmara | Microsoft Advertising Support Specialist | 800-518-5689
Maren 0 Reputation points

2026-03-09T13:38:50.5266667+00:00

Hi Dagmara,

I published the GTM with the updated purchase tag at 2nd of March, since then the tag recognized more then 1000 purchases but non with the parameter.

I posted the setting above and you confirmed that it looked good. Do I need to set up the parameter with in the conversion?
MS Advertising - Dagmara 560 Reputation points Microsoft External Staff Moderator

2026-03-09T13:47:44.2133333+00:00

Hi Maren,

The conversion goal must be configured in a way that actually captures custom parameters. Right now, Microsoft Ads is not ingesting the parameter because of how the goal is defined.

Custom parameters only appear in reporting if the conversion goal is based on a UET event that includes custom parameters. If the goal is URL‑based or not tied to the event action, the parameters are ignored.
This would explain why you see 1,000+ purchases but zero custom parameters.

Make sure your Purchase conversion goal in Microsoft Ads is an Event Goal with Action = purchase (exactly the same as what GTM sends).

Kind regards,

Dagmara | Microsoft Advertising Support Specialist | 800-518-5689
Maren 0 Reputation points

2026-03-09T14:01:53.0466667+00:00

Hi Dagmara,

in Microsoft the conversion is set to "via Event" : (sorry for the german, dont know how to switch the language but it says: action equals purchase

and here is the complete tag in the GTM:

The currency get capurred correctly.
Best
Maren
MS Advertising - Dagmara 560 Reputation points Microsoft External Staff Moderator

2026-03-10T08:06:46.86+00:00

Hi Maren,

It looks like we’ve reached a point where the issue may be tied to your account settings, and I don’t want to give you inaccurate guidance. The best next step is to run a test purchase using “Test this goal”. That will allow our Conversion Tracking Troubleshooter to pinpoint what’s going on and suggest the right fix. If you’re unable to run the test, feel free to send me a private message. I’m happy to continue supporting you, and I’ll just need a bit more information from your side to move forward.

Kind regards,

Dagmara | Microsoft Advertising Support Specialist | 800-518-5689

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Tracking New vs. Returning Customer Segment via GTM

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