Tag guide
Microsoft (Bing) UET Tag Explained
- Group
- Advertising pixels
- Check your site
- Run Tag Explorer
The Microsoft UET (Universal Event Tracking) tag powers conversion tracking and remarketing for Microsoft Advertising, ads across Bing, Yahoo and the Microsoft Audience Network.
What the tag ID means
UET uses a numeric tag ID tying events to your Microsoft Advertising account, loaded via bat.bing.com/bat.js and the uetq queue.
What it does
It records pageviews and custom conversion events, enabling conversion tracking, automated bidding and remarketing on Microsoft’s network, often a cheaper, less competitive complement to Google Ads.
How to check yours is working
Run your site through our free Tag Explorer tool, it shows every tag on the page, nested under its GTM container, with the tracking IDs. To confirm a tag actually fires, use GTM’s Preview mode or your browser’s DevTools Network tab.
Part of the Shipwreck Studio Tag Guide. Scan any page with Tag Explorer to see its full tag tree and spot duplicates.