How to install the Microsoft UET tag
This guide walks you through creating a Universal Event Tracking (UET) tag, installing it on your site or through Google Tag Manager or Shopify, creating conversion goals, and confirming it works with UET Tag Helper.
UET is Microsoft Advertising’s tracking tag. It records what visitors do on your site after clicking an ad and is required for conversion tracking, remarketing, and conversion-based bid strategies.
You create one UET tag, install it on every page, and then create conversion goals that tell Microsoft which actions count. Microsoft recommends one tag reused across all your goals and audiences.
Create the UET tag
Hover over Conversions in the left navigation and select UET tag, then Create. Enter a name and optional description, and select your website’s industry. Enable Microsoft Clarity is checked by default; clear it if you do not want Clarity. Select Save, then in the View UET tag tracking code box select Copy, Download, or Email.
Watch outMicrosoft notes that events from a tag set to the HealthWellness industry may not be eligible for audience targeting.
Install it on every page
Paste the tracking code on every page of your site, in the head section before the closing head tag or in the body before the closing body tag. A shared header or layout template is the simplest place. Single-page applications must use the JavaScript version of the tag, which supports automatic page view tracking.
Or install through Google Tag Manager
For direct integration, create the UET tag, select Automatically add the tracking tag through Google Tag Manager, select Sign in with Google, and choose your Account and Container. Microsoft adds a base UET tag that fires on all pages. To install manually instead, add a Microsoft Advertising Universal Event Tracking tag set to UET config/page view (required), enter your tag ID, trigger it on All pages, and publish.
Or install on Shopify
Installing the Microsoft Channel app for Shopify creates a UET tag and adds it to every page automatically. To manage it yourself, search Shopify settings for Customer events, select Add custom pixel, paste Microsoft’s sample code with your tag ID, select Save, then Test. Microsoft’s sample sends a purchase event with revenue on Shopify’s checkout completed event.
TipUse the app or a custom pixel, not both, and check with UET Tag Helper for duplicate firing.
Create a conversion goal
Hover over Conversions, select Conversion goals, then Create and Business website. Choose a goal category and a goal type: Destination URL, Event, Duration, or Pages viewed per visit. Name the goal, set revenue as a fixed or variable value, and review advanced settings. The conversion window can be up to 90 days. Select the UET tag and choose Save and next.
Microsoft also offers a simplified setup that suggests goals from your site.
Decide what counts in Conversions
In advanced settings, Include in “Conversions” controls whether a goal counts toward the main Conversions column that automated bidding uses. Include purchases and qualified leads. Leave softer actions, such as time on site or pages viewed, out so bidding does not chase them. Creating a goal also turns on Microsoft Click ID auto-tagging, which appends msclkid to your landing page URLs.
Turn on enhanced conversions
On a website goal, select Turn on Enhanced conversions. Then add a short script after the base UET tag that passes the customer’s email or phone number on the conversion page. Microsoft hashes email with SHA-256 if you send it unhashed. In Google Tag Manager, the UET tag has a Send enhanced conversion values option.
Add consent mode where required
UET consent mode uses the ad_storage setting. Set a default on every page right after the UET tag and send an update when the visitor makes a choice. Microsoft enforces consent mode for visitors in the EEA, the UK, and Switzerland; there the default is denied, and conversions are lost if the granted signal is not passed when a visitor accepts.
Test with UET Tag Helper
Install the UET Tag Helper extension for Edge or Chrome, turn it on, and refresh your page. A green badge means tags work, yellow means they work but could improve, red means they need fixing. In Conversion goals, select Test this conversion goal, enter your landing page, select Start test, and complete a conversion.
Allow up to 24 hours for statuses such as Unverified or Tag inactive to update.
Before you move on
- UET Tag Helper shows a green badge on key pages
- The tag ID on your site matches the one in your account
- Each conversion goal tests successfully
- Only real business results are included in Conversions
- Consent mode is set for EEA, UK, and Swiss visitors
Official resources
- Microsoft Advertising Help: Create a UET tag
- Microsoft Advertising Help: Create a conversion goal
- Microsoft Advertising Help: UET Tag Helper
- Microsoft Advertising Help: Consent Mode for UET
- Microsoft Advertising Help: Set up UET on Shopify
Ad platforms update their tools often. This guide was last reviewed against the official documentation above in October 2026. If your screen looks different, the official help pages have the latest steps.
At a glance
- Level
- Beginner
- Time
- About 45 minutes
- What you need
- Access to your Microsoft Advertising account
- Access to edit your website, Google Tag Manager, or Shopify admin
- A list of the actions you want to count as conversions
- Microsoft Edge or Google Chrome for UET Tag Helper
- Your consent banner details, if you have visitors in the EEA, UK, or Switzerland
Rather have it done for you?
Active Digital Marketing builds and manages Microsoft Advertising accounts for businesses doing $25,000+ a month in revenue.
Apply to work with usOr get an ad account auditWhere DIY setups go wrong
The most common problems with self-built Microsoft Ads setups, and what they cost.
Tag on some pages but not all
UET must be on every page for goals and remarketing to work. Tags missing from checkout or thank-you pages are a common reason for zero conversions.
Duplicate tags from multiple installs
A hard-coded tag plus a Tag Manager or Shopify app install can double-count events. Pick one method and check with UET Tag Helper.
Including every goal in Conversions
If engagement goals count alongside sales, automated bidding optimizes toward cheap actions. Keep the Conversions column to what matters.
Redirects that strip msclkid
If a redirect drops the msclkid parameter, conversions cannot be tied to clicks. Microsoft suggests having a developer confirm redirects pass it through.
Skipping consent mode for European traffic
Microsoft enforces consent mode in the EEA, UK, and Switzerland. Without the granted signal, conversions from consenting visitors are lost.
What this guide doesn't cover
A working tag is the foundation. Bidding that makes money also needs accurate revenue values, deduplication between tag and offline sources, offline conversion imports for leads that close later, and remarketing lists built from the right events.
ADM sets up UET with conversion goals, enhanced conversions, and consent handling alongside Google Ads tracking, so both platforms learn from the same clean data.
- Custom events and variable revenue for purchases
- Offline conversion imports from your CRM
- Remarketing and dynamic remarketing audiences
- Consent mode and TCF implementation with your consent platform
- Reconciling Microsoft, Google, and backend conversion counts
Common questions
How long does UET take to verify?
Microsoft says it can take up to 24 hours to receive data from a new tag or conversion goal. Wait a day before troubleshooting.
Do I need a separate tag for each conversion?
No. Microsoft recommends one UET tag on every page, with separate conversion goals for each action.
Can I use Google Tag Manager for UET?
Yes. Microsoft offers direct integration that adds the tag to your container, or you can add the UET template tag yourself.
What is Microsoft Clarity and do I need it?
Clarity is Microsoft's session analytics tool. It is enabled by default when you create a UET tag, and you can clear the checkbox if you do not want it.
Keep learning
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Read the guideHow to Create a Microsoft Ads Campaign
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Read the guideHow to Set a Microsoft Ads Budget
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Read the guideHow to Install the Meta Pixel and Conversions API
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Read the guideHow to Set Up Google Ads Conversion Tracking
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Read the guideHow to Install the TikTok Pixel
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Read the guideRather have it built right the first time?
If your business does $25,000+ a month in revenue, apply and Mitch will review your accounts personally. Earlier than that? An ad account audit gives you a senior-level fix list you can work through yourself.