A UET Tag is the website tag that Microsoft Advertising uses for Universal Event Tracking (UET). You create one UET Tag and place it on every page of your website. The tag records what visitors do, and Microsoft Ads uses that data to track conversion goals and to build remarketing lists.
How the UET Tag works in Microsoft Advertising
Section titled “How the UET Tag works in Microsoft Advertising”Microsoft Advertising makes UET a prerequisite for conversion tracking and remarketing in paid search. The setup has three parts:
- One UET Tag per website. One tag can serve all of your conversion goals and remarketing lists.
- Conversion goals. The UET Tag logs page visits and custom events. A conversion goal tells Microsoft Ads which of those actions to count as conversions, such as a purchase or a lead.
- Remarketing lists. A remarketing list collects the visitors who did a specific action on your website, so you can target or bid on them again.
Each custom event carries an Event Action. A conversion goal of the Event type triggers when an event with its Event Action reaches the UET Tag. Event Actions are case sensitive.
UET Tag vs Tracking Tag vs Tracking Pixel
Section titled “UET Tag vs Tracking Tag vs Tracking Pixel”- Tracking Tag: AnyTrack’s own script, installed once on your site. The Tracking Tag loads the UET Tag. It is not the UET Tag.
- Tracking Pixel: the AnyTrack menu where you connect ad platforms. The Microsoft Advertising entry is the connection to your UET Tag.
- Conversion API: the server-side channel. For Microsoft Ads, it is the UET Conversions API. The UET Tag in the browser sends
PageView, and the UET Conversions API delivers your conversions.
How AnyTrack uses the UET Tag
Section titled “How AnyTrack uses the UET Tag”AnyTrack connects to your UET Tag and delivers your conversions to it. You add no Microsoft code to your pages.
- Connect. In AnyTrack, open Tracking Pixels and select Microsoft Advertising. Sign in once. AnyTrack lists your UET Tags, so you do not copy a Tag ID. To use a new tag, select Create a Microsoft UET tag.
- Create conversion goals. AnyTrack reads the conversion goals that already exist in your Microsoft Ads account, maps each standard event to its goal, and creates the missing goals. Goals that AnyTrack creates use the Event type. After the connection, create each new goal from AnyTrack, not in Microsoft Advertising.
- Load the tag. The Tracking Tag loads and initializes the UET Tag on your site. AnyTrack adds the tracking parameters from the first page load.
- Send conversions. AnyTrack sends each conversion through the UET Conversions API, server to server, matched to the tracked session that carries the
msclkidclick ID. This path also carries conversions that happen away from the browser, such as CRM stage changes, affiliate network postbacks, and phone calls.
The UET Conversions API needs the Starter plan or higher. On the Free plan, AnyTrack tracks Microsoft Ads traffic and imports campaign metrics, but it does not send conversions.
UET Tag setup mistakes to avoid
Section titled “UET Tag setup mistakes to avoid”- A second UET Tag. A UET Tag that you install by hand or through a plugin sends duplicate events. It also loads before AnyTrack can configure it, so its events can miss parameters. Remove it after you confirm that AnyTrack delivers your conversions.
- Testing conversions with the UET Tag Helper. The browser extension shows the UET Tag and
PageViewonly. It never shows conversions sent through the UET Conversions API. Use Conversions > UET tag in Microsoft Advertising instead. - A Destination URL goal. A conversion goal of the Destination URL type has no Event Action field, so AnyTrack cannot trigger it. Replace it with a goal that you create from AnyTrack.
- Turning off Enable Pixel Tracking. This setting stops the Tracking Tag from loading the UET Tag in the browser. Conversions still reach Microsoft Ads through the UET Conversions API, but AnyTrack does not recommend this change.
Frequently asked questions
FAQ was last reviewed on 2026-09-18
Do I need my UET Tag ID to connect Microsoft Ads to AnyTrack?
No. AnyTrack connects to Microsoft Advertising with one sign-in and lists your UET Tags for you. Select a tag, or select Create a Microsoft UET tag. To read the Tag ID in Microsoft Advertising, open Conversions, then UET tag, and select the tag.
Do I install the UET Tag on my pages?
No. The AnyTrack Tracking Tag loads and initializes the UET Tag for you. Remove a UET Tag that you installed by hand or through a plugin, because a second copy sends duplicate events. Remove it only after you confirm that AnyTrack delivers your conversions. On the Free plan, keep your existing tag, because AnyTrack does not send conversions to Microsoft Ads on that plan.
Why does the UET Tag Helper show PageView but no conversions?
This result is correct. The browser-loaded UET Tag sends PageView only. AnyTrack sends your conversions through the UET Conversions API, server to server, so no browser tool shows them. To verify conversions, open Conversions, then UET tag, in Microsoft Advertising. Conversions take up to 3 hours to show, and a new UET Tag takes up to 24 hours to activate.
Can one UET Tag serve all my conversion goals and remarketing lists?
Yes. Microsoft Advertising lets you use one UET Tag with all of your conversion goals and remarketing lists. AnyTrack creates its conversion goals in your Microsoft Ads account when you connect, and you create each new goal from AnyTrack after that.
