Microsoft
Bing UET Tag
Microsoft's Universal Event Tracking for Bing Ads conversion tracking.
The Microsoft Universal Event Tracking (UET) tag lets you measure conversions and build remarketing audiences for your Microsoft Advertising (Bing Ads) campaigns. It tracks actions visitors take on your website after clicking your ads.
Why you need it
Without UET, you cannot track conversions in Microsoft Advertising, run remarketing campaigns, or use Smart Bidding strategies. Bing has a significant share of search volume — especially in desktop and enterprise audiences — making UET valuable for most advertisers.
How to install
In Microsoft Advertising, go to Conversion Tracking → UET Tags → Create UET Tag. Copy the generated JavaScript snippet and paste it between the <head> tags of every page. You can also deploy it via Google Tag Manager using the Microsoft UET tag template.
How to verify
Install the Microsoft Clarity or UET Tag Helper browser extension. Visit your site — a green check indicates the tag is firing. You can also verify in Microsoft Advertising under Tools → UET Tags and check the tracking status column.
Common issues
A common issue is the UET tag not tracking on all pages. Check your tag fires on every page including thank-you and confirmation pages. Ensure the tag ID matches the one in your Microsoft Advertising account.
Installation code
<!-- Microsoft UET Tag -->
<script>(function(w,d,t,r,u){var f,n,i;w[u]=w[u]||[],f=function(){var o={ti:"YOUR_TAG_ID"};
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>
<!-- End Microsoft UET Tag -->Replace YOUR_PIXEL_ID with your actual ID from the platform's ads manager.
Frequently asked questions
What is the Microsoft UET Tag?
UET stands for Universal Event Tracking. It is Microsoft's pixel for tracking website visitor behaviour after they click on a Bing or Microsoft Advertising ad.
How do I check if UET is installed on my website?
Enter your domain in PixelSpy above. You can also view page source and search for "bat.bing.com" to find the UET script, or use the Microsoft UET Tag Helper Chrome extension.
Can I use GTM to install the UET tag?
Yes. Google Tag Manager has a built-in Microsoft UET tag template. This is the recommended approach as it centralises all your tags and allows you to update the tag without touching site code.