Microsoft UET (Bing Tag)

Microsoft UET (Universal Event Tracking), often called Bing Tag, is a tool that provides advertisers on the Bing platform with the ability to track and analyse user behaviour on websites. This functionality is key to effectively managing ad campaigns and optimising ad performance on Bing. We see this tool used by our clients who advertise it and then need to visualise beneficial data from it. Hence, we decided to create an article that clearly and concisely describes how Bing Tag works and what it enables.

What does Microsoft UET allow you to do?

Microsoft UET is a website event tracking tool that allows marketers and advertisers to track how users interact with their website after clicking on a Bing ad. This includes tracking conversions, site navigation, downloads, or other key actions that impact the success of an online campaign.

How to start with Microsoft UET?

  1. Creating a Microsoft Advertising account: you must have an active account on the Microsoft Advertising platform before you can get started with Microsoft UET.
  2. After logging into your account, go to the “Tools” section and select “Universal Event Tracking.” You will get a tracking code that you must place on all pages of your site. This code will track key events. We have years of experience with Google Tag Manager and are extremely satisfied with it, so we recommend it to others as well.
  3. Goal Settings: define the goals you want to track, such as completing a purchase, filling out a form, or downloading a file. This will allow Microsoft Advertising to more accurately measure the performance of your ad campaigns.
  4. Testing and Verification: After implementing the code on the site, it is important to perform testing to ensure that event tracking is working properly.

Benefits of Microsoft UET

  • Better understanding of user behaviour: event tracking allows you to better understand how users interact with your site after clicking on an ad.
  • Ad campaign optimization: data from Microsoft UET allows advertisers to optimise their ad campaigns based on actual conversions and goals.
  • Improve return on investment (ROI): With more accurate measurement of ad performance, you can better allocate your ad budget and maximise ROI.
  • Ad personalisation: you can create personalised ads for different user segments based on event tracking data.


Microsoft UET (Bing Tag) is a key tool for advertisers who want to effectively manage their ad campaigns on the Bing platform. With the ability to track key events and optimise based on real data, advertisers can achieve better results and increase the effectiveness of their online marketing efforts. Thus, tracking website events with Microsoft UET is not only an investment in performance measurement, but also in the future success of online campaigns.

Want to collect data from Microsoft UET (Bing Tag) but don’t know how to do it? We are here for you! If you have any questions, don’t hesitate and contact us. Our analytics team will take care of you, advise you on the solution and arrange an initial consultation if necessary. 👇

Scroll to Top