What is Microsoft Ads UET

Universal Event Tracking (UET) is a measurement tool for tracking conversions and remarketing within Microsoft Advertising (Bing, Yahoo, DuckDuckGo). It allows you to measure ad effectiveness and optimise campaigns across the entire Microsoft network.

Cookie category

Microsoft Ads UET belongs to the marketing category.

Installation with Consentio

Add the UET tag with type="text/plain" and data-category="marketing" attributes. The Consentio script will activate the tag only after marketing cookie consent is granted.

<!-- Microsoft Ads UET Tag -->
<script type="text/plain" data-category="marketing">
  (function(w,d,t,r,u){var f,n,i;w[u]=w[u]||[],f=function(){
    var o={ti:"YOUR_TAG_ID",enableAutoSpaTracking:true};
    o.q=w[u],w[u]=new UET(o),w[u].push("pageLoad")},
    n=d.createElement(t),n.src=r,n.async=1,n.onload=n.onreadystatechange=function(){
    var s=this.readyState;s&&s!=="loaded"&&s!=="complete"||(f(),
    n.onload=n.onreadystatechange=null)},
    i=d.getElementsByTagName(t)[0],i.parentNode.insertBefore(n,i)
  })(window,document,"script","//bat.bing.com/bat.js","uetq");
</script>

JavaScript API alternative

Dynamically load Microsoft Ads UET after consent is granted:

Consentio.onConsentChange((consent) => {
  if (consent.marketing) {
    (function(w,d,t,r,u){var f,n,i;w[u]=w[u]||[],f=function(){
      var o={ti:"YOUR_TAG_ID",enableAutoSpaTracking:true};
      o.q=w[u],w[u]=new UET(o),w[u].push("pageLoad")},
      n=d.createElement(t),n.src=r,n.async=1,
      n.onload=n.onreadystatechange=function(){
      var s=this.readyState;s&&s!=="loaded"&&s!=="complete"||(f(),
      n.onload=n.onreadystatechange=null)},
      i=d.getElementsByTagName(t)[0],i.parentNode.insertBefore(n,i)
    })(window,document,"script","//bat.bing.com/bat.js","uetq");
  }
})

Integration via GTM

If you use Google Tag Manager, set up the Microsoft Ads UET tag with a consent requirement for ad_storage. Consentio automatically communicates with GTM via Google Consent Mode v2.

1. In GTM, create a new tag of type Microsoft Advertising Universal Event Tracking
2. In the tag settings, go to Consent Settings
3. Set Require additional consent for tag to fire: ad_storage
4. Set the trigger to All Pages

Google Consent Mode v2

Microsoft Ads supports Google Consent Mode. Consentio automatically maps categories to signals:

Verification

1. Install the UET Tag Helper extension in Chrome
2. Before granting consent: the UET tag should not send any events
3. After granting marketing consent: the tag should send a pageLoad event
4. Verify in Microsoft Ads → Conversion tracking → UET tags that the tag appears as active