Before you can track conversions or target audiences using a remarketing list, you need to create a UET tag in Microsoft Advertising and then add the UET tag tracking code to every page of your website. Finally you need to put the conversion action on your website. Once you have done that, your ready to measure conversions for Microsoft ads!
1) Create a UET tag
From the top menu, select Tools > UET tag.
Select Create UET tag and then enter a name.
Optional: Enter a description that helps you identify the UET tag in the future. This could relate to the purpose the tag will serve or to the name or URL of your website.
Optional: Clear the Enable Microsoft Clarity checkbox. Learn more about UET and Clarity integration.
Select Save.
In the View UET tag tracking code box, select either Copy, Download, or Email, and then close the View UET tag tracking code box.
2) Add the tag to your website
After you create a UET tag, the next step is to add the UET tag tracking code to your website. We recommend that you, or your webmaster, add it to every page of your website in the head or body section.
You have a few options when working with UET tags. You can either (1) add the UET tag tracking code directly into your website's code using JavaScript or (2) use a third-party tag manager. Additionally, if your website was built on a website platform (such as Shopify or WordPress), you can (3) use that system to add your UET tag.
Option 1: Add the UET tag tracking code to your website directly
If you have copied the tracking code, or have a downloaded or email version of it, you are ready to paste it to your website and can skip to step 4.
In the left navigation pane, select Conversion Tracking and then UET tags (or from the global menu at the top of the page, select Tools and then UET tags).
In the table, find the UET tag that you want to use and, in the Action column, select View tag.
In the UET tag tracking code box, select Copy and then Done.
Paste the UET tag tracking code on every page of your website, either in the head or body section.
Option 2: Add the UET tag tracking code using a tag manager
Tag managers replace static tags with dynamic tags that are easier to implement and update. The dynamic tag is a container, a small snippet of code that allows you to dynamically insert tags into your website. You can think of the container tag as a bucket that holds other types of tags.
UET works with all major tag management systems. Here is the current list of (and links to instructions for) tested and supported tag managers:
Option 3: Add the UET tag tracking code using your website platform
UET is designed to work with all major website platforms. Here is the current list of (and links to instructions for) tested and supported platforms that allow you to install UET tags:
3) Create a conversion goal
From the top menu, select Tools > Conversion goals.
Select Create.
Choose the type of conversion you want to track: Website, Mobile app install, or Offline.
Select Next.
Choose a goal category from the dropdown menu and then choose a goal type.
Enter a name for your goal in the Goal name box. When naming your goal, use a descriptive name that makes sense to you. (For example, "Checkout page".) Please note that after you choose a name for your conversion goal, the same name may not be used again in the future.
Fill in the appropriate values for your selected goal type.
If you want to add a monetary value for each conversion, select one of the following from the Revenue, dropdown menu:
Each conversion action has the same value, and then enter the amount and select the currency (if available). This is a static revenue value that doesn't change.
Conversion action value may vary (for instance, by purchase price), and then enter the default amount and select the default currency (if available) to be used when no value is received for a conversion. The revenue value will change based on the customization you make to the UET tag tracking code that you add to your website. To learn more, see How to report variable revenue with UET. This option is only available for destination URL and event conversion goals.
Fine-tune your conversion goal with Advanced settings:
Set the Scope of this goal to all accounts or a specific account. Please note that once selected, this property can't be changed.
Change how you Count your conversions. Learn more.
Enter a Conversion window to track up to 90 days in the past.
Set a View-through conversion window to track conversions that occur in this period of time after a customer views (but doesn't click) your ad. Learn more about view-through conversions.
Check or clear the Include in "Conversions" checkbox depending on whether or not you want to track all conversions. Learn more about "Conversions" versus "All conversions".
Select Next.
Select the UET tag that you want to associate with this conversion goal (not applicable to offline conversions).
Choose an answer for Do you have this UET tag installed on your website?
Select Save and next.
For Custom Event goals, specify when you want to track this event (choose Track event on inline action or Track event on page load). Follow the provided instructions to set up the event tag on your website.
(Optional) In the resulting Conversion goal created! message, select test the goal now to use the UET Tag Helper browser extension to verify that your goal is working correctly.