Platform Guide

Microsoft Advertising (Bing) UET Tag setup

Generate Universal Event Tracking (UET) tag code and conversion goal configuration for Microsoft Ads — reaching the audience Google misses.

✓UET Tag base installation via GTM
✓Conversion goal event code for all campaign types
✓Enhanced Conversions with hashed data guide

Generate UET Tag code free →See demo →

No developer needed · Works with Microsoft Ads · Free to start

Why Microsoft Ads tracking is often an afterthought

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Different audience, same mistakes

Microsoft Ads reaches a different demographic than Google — often older, higher-income, more B2B. But most tracking setups copy-paste Google tags without adapting for UET's different structure.

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UET goals need proper configuration

Unlike Google, Microsoft Ads uses 'goals' not just tags. Without configuring the right goal type (Destination URL, Duration, Pages Viewed, Event), Smart Bidding can't optimize correctly.

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Enhanced Conversions underused

Microsoft's Enhanced Conversions (similar to Google's) recovers privacy-restricted signals using hashed customer data. Very few Microsoft Ads users have this configured.

What Sytrics generates for Microsoft Ads

UET Tag base installation

Complete Custom HTML tag for GTM with your UET Tag ID — fires on all pages.

Conversion goal event code

Event-based conversion code with revenue_value, currency, and transaction_id for all goal types.

Enhanced Conversions setup

Hashed email and phone push for Microsoft Enhanced Conversions — recovers privacy-blocked signals.

Goal configuration guide

Step-by-step guide to create conversion goals in Microsoft Advertising and link them to your UET Tag.

Microsoft UET — Purchase Conversion

// Microsoft UET — Purchase Conversion Event
window.uetq = window.uetq || [];
window.uetq.push('event', 'purchase', {
  'revenue_value': orderValue,
  'currency': 'USD',
  'transaction_id': orderId,    // deduplication
});

// Enhanced Conversions — hash customer data
window.uetq.push('set', {
  'pid': {
    'em': userEmail,            // Microsoft hashes automatically
    'ph': userPhone,
  }
});

✓ transaction_id prevents double-counting across campaign types

From URL to live Microsoft Ads tracking in 5 steps

Enter your site URL in Sytrics

Go to sytrics.io, paste your website URL, and select your business sector.

Select Bing / Microsoft Ads as platform

Choose Microsoft Ads from the platform list. Sytrics generates the UET Tag base code and conversion event code.

Copy the UET Tag base code

Create a new Custom HTML tag in GTM with the UET base code. Set the trigger to All Pages.

Get your UET Tag ID from Microsoft Ads

In Microsoft Advertising → Tools → UET Tags — copy your Tag ID and replace the placeholder in the code.

Create conversion goals in Microsoft Ads

In Microsoft Advertising → Tools → Conversion Goals → create a new goal → link it to your UET Tag and set the goal type to Event.

Microsoft Ads events Sytrics supports

purchaseBOFU

submit_lead_formBOFU

sign_upBOFU

add_to_cartMID

begin_checkoutMID

view_itemTOFU

searchTOFU

page_viewTOFU

Frequently asked questions

Where do I find my UET Tag ID?

In Microsoft Advertising → Tools → UET Tags. Your Tag ID is shown in the tag list — it's a numeric ID. Replace YOUR_UET_TAG_ID in the Sytrics-generated code with this value. If you don't have a UET Tag yet, click 'Create UET Tag' to generate one.

What's the difference between a UET Tag and a conversion goal?

The UET Tag is the tracking script installed on your website — it collects user behavior data. A conversion goal defines what action counts as a conversion (e.g., purchase, lead form submit). You need both: the UET Tag fires everywhere, and the conversion goal tells Microsoft Ads which events to count.

How do I set up Enhanced Conversions for Microsoft Ads?

In Microsoft Advertising → Conversion Goals → select your goal → enable Enhanced Conversions. Then add the hashed email and phone push code (generated by Sytrics) to your confirmation page tag. Microsoft automatically hashes the data you provide — you don't need to hash it yourself.

How do I verify my UET Tag is working?

Use the UET Tag Helper Chrome extension or the Microsoft Advertising UET Event Monitor. In Microsoft Advertising → Tools → UET Tags, you can also see the tag status — it should show 'Tag active' within a few hours of installation.

Does Microsoft Ads have a server-side tracking option?

Microsoft Advertising offers Offline Conversions Import for CRM-based conversion tracking. A server-side API similar to Meta CAPI is in development. For now, UET Tag + GTM covers the standard tracking needs for most Microsoft Ads advertisers.

Generate your Microsoft Ads tracking code in 3 minutes

✓ No developer needed
✓ Enhanced Conversions included
✓ Free plan — no credit card

Generate UET Tag code free →

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