UET Tag Setup & Conversion Tracking

Microsoft's pixel is called the UET Tag (Universal Event Tracking). If you don't have it, you are flying blind. If you install it wrong, you are doubling your data.

Step 1: Create the Tag

1. Go to Tools → UET Tag.
2. Click "Create UET Tag".
3. Name it "Main Site Pixel".

Step 2: Install via GTM (Google Tag Manager)

Do not hardcode it. Use GTM.

1. Go to GTM → Tags → New.
2. Search for "Microsoft Advertising Universal Event Tracking".
3. Paste your UET Tag ID.
4. Trigger: All Pages.

Step 3: Define Conversions

Just installing the tag doesn't track sales. You need to define the goal.

1. Go to Tools → Conversion Goals.
2. Click "Create conversion goal".
3. Type: Website.
4. Goal Category: Purchase.
5. Destination URL: Contains "/thank-you". Pro Tip: If you use Shopify, use the "Microsoft" App for automatic revenue passing.

Summary

Without UET, you are guessing. With UET, you are investing. Install it today or stop spending money.