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Universal Event Tracking (UET) enables online conversion tracking, remarketing, product audiences, automated bidding, and improves ad, broad match, and syndication performance.

UET is one tag for all your campaigns that automatically unlock your bids in real time to maximize conversions and at a cost per conversion that you set.

After reading this Study guide you will understand how to:

  • Create a UET tag once in Microsoft Advertising.
  • Add the UET tag tracking code to every page of your website.
  • Enable the JavaScript UET tag tracking code.
  • Set up conversion tracking or Remarketing.
  • Unlock auto bidding to enhance CPC.
  • Take necessary mitigation actions to prevent browsers with tracking prevention limitations.

What is a Universal Event Tracking Tag?

Universal Event Tracking (UET) is a mechanism for advertisers to report user activity on their websites to Microsoft Advertising by installing one site-wide tag. This tag records what customers do on your website then Microsoft Advertising starts collecting that data allowing you to track conversions (like purchases or leads) or target audiences using remarketing lists.

Universal Event Tracking
Conversion Tracking


Create UET tag

Before you can track conversions or target audiences using a remarketing list, you need to create a UET tag, and then add the UET tag tracking code to every page of your website.

To get started, click the Campaigns page, and then on the left pane, click Conversion Tracking.

Universal Event Tracking

Under Conversion Tracking, click UET tags.

Universal Event Tracking

Click Create UET tag and then enter a name.

Optional: Enter a description that helps you identify the UET tag in the future. We recommend that you enter the website page name or URL.

Click Save. In the View UET tag tracking code box, click either Copy, Download or Email, and then click Done


Universal Event Tracking

Add the UET code to your website

After you create a UET tag, the next step is to add the UET tag tracking code to your website. You can add it to your entire website in either the head or body sections. If your website has a master page, then that is the best place to add it because you add it once and it is included on all pages.

Using the JavaScript tag tracking code

Before you can track conversions or target audiences using a remarketing list, you need to create a UET tag in Microsoft Advertising and then add the UET tag tracking code to every page of your website. We strongly recommend that you use JavaScript to ensure accurate conversion tracking.
What are the advantages of using JavaScript?

  • The tag updates automatically when we receive any changes to the UET tag tracking code.
  • JavaScript allows Microsoft Advertising to collect richer activity data to ensure accurate conversion tracking as well as improve remarketing in paid search.

What does the JavaScript tag look like?
A JavaScript tracking code allows Microsoft Advertising to collect richer activity data that improves conversion tracking and remarketing in paid search. The only time you shouldn't use this is if your website has rules that prohibit JavaScript from being installed on it.

Here is an example of the JavaScript UET tag tracking code:

(function(w,d,t,r,u){var f,n,i;w[u]=w[u]||[] ,f=function(){var o={ti:"TAG_ID_HERE"}; 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"," //","uetq");

If your website is built as single-page application (SPA), additional changes are required to ensure UET is working on pages where the content is loaded dynamically without a traditional full-page load.

Please refer to this site for detailed instructions and to view code samples in action.

There are two ways to add the UET tag tracking code - either directly or using a tag manager. The benefit of using a tag manager is that it allows you to manage your website tags in one place so you don't have to update your website all the time.
Once the UET tag is installed by the advertiser across their website, the tag reports user activity on the advertiser website to Microsoft Advertising. Advertisers can then create conversion goals to specify which subset of user actions on the website qualify to be counted as conversions.

Note: UET will work with all industry ready tag management systems. To learn how to add the UET tag tracking code with the different tag managers, see the UET examples.

Read more about reasons for creating more than one UET tag.

Conversion tracking

When you create an online advertising campaign in Microsoft Advertising, you want to achieve specific business goals, such as raising brand awareness, generating leads, gaining newsletter subscriptions, driving app downloads, driving online or offline sales to retaining customers, or maintaining loyalty.

Conversion tracking allows you to measure the ROI (return on investment) of your advertising campaign by counting the type and number of activities people complete on your website. When the action matches your conversion goal, it is counted as a conversion.

The goals page shows conversion metrics, and you can view aggregate conversion counts for each goal in the Conversion Tracking > Conversion Goals page. Further, you can run the Goals reports in the UI (Reports tab) or API to segment that data by accounts, campaigns, ad groups and keywords.

You can validate the setup of your conversion tracking by going to the UET tags page and making sure the tag is Tag active. On the Conversion goals page, create a conversion goal. Trigger an ad on Bing, click the ad, and then convert on the site. In three hours, revisit the Conversion Goals page to see that the goal is counting conversions.

You can also use the function for a Custom Event, which verifies if the input string is present anywhere in the URL reported by the UET tag.

What are conversion goals?

Conversion goals and UET tags work together so you can track the actions people take on your website:

  • UET tags: Record what customers do on your website (actions) and sends that information to Microsoft Advertising.
  • Conversion goals: Define the actions you want to track as conversions in Microsoft Advertising.

The UET tag gathers the information that the conversion goal uses to track conversions in Microsoft Advertising. By defining conversion goals, you can measure if and how many times people do the actions on your website. You will then be able to answer questions such as - Which ad campaigns, ad groups, ads and keywords are most effective in driving conversions? and What is the return on investment of my advertising dollars

How do I create a Conversion goal?

Click the Campaigns tab, and then on the left pane, click Conversion Tracking.

Conversion Tracking

Under Conversion Tracking, click Conversion Goals.

Conversion Goals

On the conversion goals page, click Create conversion goal.

Create conversion goal

Enter a name for your goal in the Goal name box. When naming your goal, use a descriptive name that makes sense to you. (For example, "Checkout page".)

Choose the type of conversion you want to track: Destination URL, Duration, Pages viewed per visit, Custom event, or Mobile app install.  Fill in the appropriate values for the goal type you choose. Read more about different goal types.

Once you’ve decided on a goal type, under Scope, select if you want this goal to apply to all accounts or a specific account.

If you select all accounts, you won't be able to set the currency of the revenue value. The currency of the revenue value will be determined based on the account currency to which the conversion was attributed.

If you want to add a monetary value for each conversion, under Revenue value, select one of the following:

  • Each conversion action has the same value checkbox. Enter the amount and select the currency (if available). This is a static revenue value that doesn't change.
  • The value of this conversion action may vary (for instance, by purchase price) checkbox. Enter the default amount and select the default currency (if available) to be used when no value is received for a conversion. The revenue value will change based on the customization you make to the UET tag tracking code that you add to your website.

You can also assign a Count to the conversion and enter a Conversion window to track up to 90 days in the past. Select the Universal Event Tracking tag that you want to associate with this conversion goal. Click Save

Microsoft Advertising offers several types of conversion goals, some of which require UET, and some of which don’t.

Conversion goals that require UET
Conversion goals that don’t require UET
Online conversions: duration, page views, custom event, destination URL
Offline conversions, App installs, in-store transactions.


When you create a conversion goal, Microsoft Advertising automatically enables auto-tagging of Microsoft Click ID, as this is required for UET conversion goals and improves the accuracy of conversion tracking. When a customer clicks on the ad, Microsoft Advertising automatically appends a unique click ID to the landing page URL. (For example, your final URL becomes

UET uses the cookie on your website’s domain to capture the click ID that brought the customer to your website, thereby allowing you to track the conversion. Each ad click is tied to a unique click ID. To disable auto-tagging of Microsoft Click ID, go to Shared Library > URL options and uncheck Add Microsoft Click ID (MSCLKID) to URLs to allow conversion tracking. Doing so will make it impossible to import offline conversions and hinder accurate conversion tracking data.

Note: Microsoft Advertising matches UET logs with strings defined in destination URL and custom event goals in a case insensitive way. For example, you can create a Destination URL goal type to track visits to your Thankyou.html page as conversions using the condition URL contains tHANKYOU.HTML

Learn more about how to fill in the appropriate values for the goal type you choose.


Universal Event Tracking Status

If your UET tag has been on your webpage for more than 24 hours, you can review the UET tracking status in Microsoft Advertising to see if the tag is active or inactive.

The three potential statuses are available for review in the tracking status column under UET tags in Conversion Tracking:

An Unverified status means Microsoft Advertising has not received any user activity data from the UET tag on your website. It can take up to 24 hours for Microsoft Advertising to verify. If you still see this status, you either have not added the UET tag tracking code to your website or there is an issue with the setup that you need to fix.

A Tag active status means Microsoft Advertising has seen your UET tag, but hasn't recorded any conversions in the last 7 days. This is most likely because you either have created the goal incorrectly, have not tagged your entire website, especially the pages that have the conversion action or you don't have any users converting on your site.

A Tag inactive status means Microsoft Advertising has not received any user activity data from the UET tag in the last 24 hours. If this is the case, make sure that the UET tag tracking code is still on your website, and validate with UET Tag Helper.

UET Tag Helper

When set up correctly, UET tags are a powerful tool for helping you to reach your ROI goals.  However, it can be tricky to set them up, which is where the UET Tag Helper comes in handy.

UET Tag Helper is a Chrome browser extension that automatically validates Microsoft Advertising UET tags on any webpage. The Tag Helper:

  • Validates UET tags in real-time
  • Let’s you know whether you implemented the UET tag correctly
  • Helps troubleshoot any common errors with the UET tag

You can install the UET Tag Helper from the Chrome web store. Simply clicking Add to Chrome and then Add extension.  

Universal Event Tracking Settings

The following updates can strengthen your campaign’s performance:

Support for Unique conversions allows you to count conversions according to your business needs. When you are creating a conversion goal, there will be 2 options available to you for the Count property:

  • All Conversions will count all conversions that happen after a click. If you are tracking purchases as conversions, this is a good option to use.
  • Unique Conversions will count only one conversion that happens after a click. Pick this option if you want to track the number of unique leads generated on your website as a conversion.

All your existing conversion goals will be defaulted to All conversions. You will be able to edit those goals to update them to Unique conversions.

Account level conversion goals specifies if a conversion goal is at the account scope or across all accounts via the new Scope property.

Browsers with tracking prevention limitations

ITP 2.0 is a change that Apple has made with their Safari browser. ITP 2.0 further restricts third-party browser cookie access, preventing all conversions on Safari from being tracked and attributed back to their Microsoft Advertising campaigns.  

Note that conversions are still happening across the Bing network. By completing the following mitigation steps, you can attribute the conversions back to the correct Microsoft Advertising campaigns.

For full and accurate reporting of conversion tracking across browsers like Safari (and possibly Firefox in the future), all advertisers need to take the following three steps across their accounts:

Create ad extension

Additionally, advertisers need to avoid placing the UET tag within iFrames and ensure that any redirection trackers they may use pass the MSCKLID URL parameter to the final landing page.

UET best practices

When implementing or updating UET tags on your website, remember to:

  • Apply sitewide tagging of your UET tag (including all ad landing pages).
  • Use only the JavaScript version of your UET tag.
  • Don’t place your UET tag within an iFrame.
  • Incorporate all relevant event parameters into your UET tag.

UET parameters for e-commerce events and engagements

Remember to also include all relevant scenario-based parameter capabilities, such as e-commerce and engagement event-based conversion goals, as well as Hotel Ads conversion tracking.

Create ad extension


UET tags power many valuable feature scenario and let you create and track conversion tracking and remarketing goals in a few easy steps.
Key takeaways:

  • Create and add the UET tag to all pages of your website (not in iFrames).
  • Create an online conversion goal(s) in addition to any other goals like app, offline, etc.

Thanks for reading this Study guide on Universal Event Tracking. Continue studying or take the Microsoft Advertising Certified Professional exam to become certified.

Please note not all features in this Study guide may be available in your market.