Microsoft Ads: Create A Universal Event Tracking Tag (UET)

Creating the UET Tag and ultimately adding it to your site will open up the next level of functionality with Microsoft Ads. These features include:


  • Tracking Conversions from your Microsoft Ads account for all campaign types.
  • Validating your site to allow you to create a Microsoft Merchant Center Store. This is required for creating Shopping campaigns.

  • Tracking how visitors interact with your site so that you can build audiences in Microsoft Ads to better optimize the Return on Ad Spend of your campaigns.


Now let’s get started.


Stage 1

Go to Microsoft Ads  and login to your account.

  1. Select Tools
  2. Select UET Tag
  3. Select Create UET Tag

If you are only managing one Microsoft Advertising account, we recommend creating one UET Tag. We recommend creating different UET tags for each site you are running.

Stage 2


  1. Enter a name for your UET Tag.
  2. Enter a description for your UET Tag (we suggest the name of your site).
  3. Select Save.



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