Bing (now known as Microsoft Advertising) has its own equivalent of the Google Tag, called the UET tag — Universal Event Tracking tag.
What is the UET Tag?
UET stands for Universal Event Tracking, and the UET tag is a small snippet of JavaScript code that you place on your website to track what users do after they click your Microsoft Ads. Think of it like a translator between your website and Microsoft Advertising, helping you understand your customers’ behavior.
It’s Microsoft’s equivalent of Google’s Global Site Tag (Google Tag).
Why Use UET?
Once installed, the UET tag enables you to:
- Track conversions from Microsoft Ads campaigns. Understand when someone completes a desired action — like filling out a form, buying a product, or subscribing to a newsletter.
- Enable remarketing to people who’ve already visited your site. Build remarketing lists of users who visited specific pages so you can retarget them with personalized ads across Microsoft’s network (Bing, Outlook, MSN, etc.).
- Measure performance and site behavior across the customer journey. Track metrics like time on site, pages per visit, and bounce rate — essential for evaluating campaign success.
- Unlock automated bidding for better ROI. Use the performance data collected to improve targeting and bidding strategies automatically through features like Enhanced CPC and Target ROAS.
How to Set Up the UET Tag
Here’s a step-by-step setup:
Create a UET Tag
- Log in to your Microsoft Advertising account.
- Go to Tools > UET Tag.
- Click Create UET Tag, give it a name and description.
- Click Save, and you’ll receive the JavaScript code.
Install the Tag on Your Website
- Copy the UET code snippet.
- Paste it into the
<head>section of every page of your website. - OR use Google Tag Manager to install it as a Custom HTML tag.
Verify the Tag
- Use the UET Tag Helper Chrome extension to confirm the tag is working.
- Or check Microsoft Ads under Conversion Tracking > UET Tags for activity.
Set Up Conversion Goals
- Go to Tools > Conversion Goals.
- Choose the type of goal (e.g., destination URL, event, duration).
- Link it to the UET tag to start tracking conversions.
Pro Tips
- Add the UET tag sitewide, not just on a landing page.
- Combine UET with Microsoft Clarity (a free heatmap and session recording tool) for deeper insights.
- Keep it updated — if your site structure changes, double-check the tag placement.