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

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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 legocnhintangphat.com) or target audiences using remarketing lists.

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.


Under Conversion Tracking, click UET tags.


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



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:

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.

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Read more gocnhintangphat.com 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 legocnhintangphat.com, gaining newsletter subscriptions, driving app downlogocnhintangphat.com, 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?

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, gocnhintangphat.com 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.


Under Conversion Tracking, click Conversion Goals.


On the conversion goals page, click 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 gocnhintangphat.com 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.

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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.

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