Definition
Universal Event Tracking (UET) is the Microsoft Advertising tag that records site actions for conversion goals and remarketing audiences.
In practice
UET is installed once on every page, often through Google Tag Manager, and conversion goals are defined in Microsoft Advertising using events or destination URLs.
Microsoft Advertising expects consent signals for visitors from regions with consent requirements, so UET should be wired to the same consent banner as your Google tags.
Purchase goals should pass revenue and currency, which Microsoft’s value-based bidding needs.
Learn more: Microsoft Ads UET setup.
Related terms
- Google Consent ModeGoogle Consent Mode is a way to pass a visitor’s consent choices to Google tags so they adjust their behavior.
- LinkedIn Insight TagThe LinkedIn Insight Tag is a JavaScript tag that enables website conversion tracking, retargeting audiences and website demographics for LinkedIn Ads.
- Smart BiddingSmart Bidding is a group of Google Ads bid strategies that use machine learning to set bids in each auction, aiming for conversions or conversion value.
How Markitech helps
Markitech connects your AI to Google Ads, GA4, Google Tag Manager, Meta and 12 more platforms, so it can check how UET tag (Microsoft Advertising) is set up in your own accounts and tags and propose fixes. Every change is held until you approve it.