Set Up Microsoft Ads Conversion Tracking (UET)

Prerequisites

• Microsoft Advertising account with API access
• Access to your website codebase or tag manager

Steps

1. Create a UET tag via API. Use the Campaign Management API AddUetTags operation:

   <AddUetTagsRequest>
     <UetTags>
       <UetTag>
         <Name>Main Website UET Tag</Name>
         <Description>Tracks all website conversions</Description>
       </UetTag>
     </UetTags>
   </AddUetTagsRequest>
   

   The response returns a TagId and the JavaScript tracking snippet.

2. Install the UET tag on all pages. Add the returned JavaScript snippet to every page, or install via Google Tag Manager using the Microsoft Advertising tag template. The tag fires a page view event on every page load.

3. Create conversion goals. Use AddConversionGoals to define what counts as a conversion:

   <AddConversionGoalsRequest>
     <ConversionGoals>
       <ConversionGoal xsi:type="UrlGoal">
         <Name>Demo Request</Name>
         <ConversionWindowInMinutes>43200</ConversionWindowInMinutes> <!-- 30 days -->
         <CountType>Unique</CountType>
         <Revenue>
           <Type>FixedValue</Type>
           <Value>200</Value>
           <CurrencyCode>USD</CurrencyCode>
         </Revenue>
         <TagId>{uet_tag_id}</TagId>
         <UrlExpression>
           <Operator>Contains</Operator>
           <Value>/thank-you</Value>
         </UrlExpression>
       </ConversionGoal>
     </ConversionGoals>
   </AddConversionGoalsRequest>
   

   Goal types: UrlGoal (thank-you page), EventGoal (custom events), DurationGoal, PagesViewedPerVisitGoal.

4. Set up event-based goals for form submissions. Fire custom UET events from your form handler:

   window.uetq = window.uetq || [];
   window.uetq.push('event', 'form_submit', {
     'event_category': 'lead',
     'event_label': 'demo_request',
     'event_value': 200
   });
   

   Then create an EventGoal in the API matching this event name.

5. Verify conversion tracking. Use the UET Tag Helper browser extension to confirm the tag fires correctly. Check the ConversionGoalStatus via API -- status should move from NoRecentConversions to RecordingConversions within 24 hours of the first conversion.

6. Enable Enhanced Conversions (optional). For server-side tracking, use the Microsoft Advertising Conversions API (CAPI) to send conversion events directly from your server, bypassing ad blockers:

   POST https://bat.bing.com/api/conversions
   {
     "conversions": [{
       "conversion_goal_id": "{goal_id}",
       "conversion_time": "2026-03-30T10:00:00Z",
       "conversion_value": 200,
       "hashed_email": "{sha256_hash}"
     }]
   }
   

Error Handling

• UetTagNotVerified: Tag not detected on site. Verify installation and check for ad blockers during testing.
• ConversionGoalNoRecentConversions: No conversions recorded. Confirm the URL pattern or event name matches exactly.