Microsoft Advertising UET

Description

Microsoft Advertising UET is used to measure conversions and user actions for Microsoft Ads campaigns.

App Coverage

App	Integrated
UK	✅
DE	❌

Integration

Microsoft Advertising UET requires the base UET tag generated from your Microsoft Advertising account. An overview of the integration methods can be found via the links below:

• Set up Universal Event Tracking (UET)
• Track custom events with UET
• UET overview (Microsoft Learn)

Debug Tools

An overview of the debugging tools can be found via the links below:

• UET Tag Helper (Chrome extension)
• UET Tag Helper (Help article)

Notes

Before integrating Microsoft Advertising UET, note the following:

• The base UET tag is loaded programmatically from bat.bing.com/bat.js using the tag ID from the Microsoft Advertising account; enableAutoSpaTracking: true is set so page views in the SPA are tracked automatically without manual pageLoad calls.
• Ad storage consent is granted programmatically after tag initialisation via uetq.push("consent", "update", { ad_storage: "granted" }).
• Only the following conversion events are forwarded to UET (controlled by msEventActions):
  • eligibility_check_completed — user completes eligibility check
  • account_created — user creates an account
  • initial_consultation_booked — user books an initial consultation
  • initial_consultation_paid — user pays for an initial consultation
• Event names must match the conversion goals defined in the Microsoft Advertising account.
• event_category and event_value are passed as optional parameters where present in the event payload.