TypePlatform

Create and install a Microsoft UET tag

How to create a UET tag in Microsoft Advertising, add it to your site and set up conversion goals.

Microsoft Advertising uses a Universal Event Tracking (UET) tag to track conversions and build remarketing audiences.

The short version

  1. In Microsoft Advertising, go to Conversions, then UET tag (or Tools, then UET tag, in the older menu).
  2. Select Create, give the tag a name, and save.
  3. Copy the tracking code and add it to every page of your site, or use Google Tag Manager's built-in Microsoft Advertising UET tag type.
  4. Create a conversion goal and associate it with your UET tag.
  5. Use the UET Tag Helper browser extension to check it fires.
Full instructions: see Microsoft's guide, How do I create a UET tag?

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