FAQ: Universal Event Tracking

FAQ: Universal Event Tracking

Universal Event Tracking (UET) is a useful way to track what happens after someone has clicked on your ad. Here, find some common user questions, tips, and best practices when getting started with UET.

Universal Event Tracking (UET) is a useful way to track what happens after someone has clicked on your ad. Here, find some common user questions, tips, and best practices when getting started with UET:

What is UET and how does it related to Conversion Tracking and Remarketing features?expando image

Universal Event Tracking (UET) is a mechanism for advertisers to report user activity on their websites to Bing Ads by installing one site-wide tag. UET is a prerequisite for advertisers to track conversions and/or do remarketing. Once the UET tag is installed by the advertiser across their website, the tag reports user activity on the advertiser website to Bing Ads. Advertisers can then create conversion goals to specify which subset of user actions on the website qualify to be counted as conversions. If Bing Ads finds a match between a conversion goal and the user activity logged by the UET tag installed on their website, it counts a conversion. Similarly, advertisers can create remarketing lists based on user activity on website and Bing Ads matches the list definitions with UET logged user activity to put users into those lists.

Learn more about conversion tracking

Learn more about remarketing

Which tag management systems can I use when working with UET?expando image

UET will work with all industry ready tag management systems. Here is the current list of (and links to instructions for) tested and supported tag managers:

Which website platforms can I use when working with UET?expando image

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:

How do I validate if my UET tag is set up properly?expando image

See Is my UET tag working? to find out how to validate if your UET tag is set up properly.

Are the tags SSL compliant? If so, how does it work?expando image

Yes, the tags are SSL compliant. The way it works is that it reads the protocol of whatever page it’s placed on (http or https) and matches the protocol.

What data does UET collect once I install it on my website?expando image

UET collects the following data and Bing Ads retains it for 180 days. UET will also collect the IP address and the Microsoft cookie (with an expiration date of 13 months). This cookie contains a GUID assigned to the user’s browser, and/or an ID assigned to a user as long as it authenticated through their Microsoft account. In general, the cookie in the relevant domain and IP address are always passed with every http request and not just via UET. Bing Ads doesn't resell this data to third parties or share it with other advertisers.

Parameter Value Passed Purpose
ti UET tag ID Identifies tag.
ver Version Version of UET.
mid GUID generated by UET tag Used to relate page load and any custom events passed with each other.
evt Event type (page load or custom) Distinguishes page load event from custom events.
p URL of the page Identifies webpage.
r Referrer URL Identifies referrer URL.
ec Event category (custom value passed by advertiser) These are needed if advertiser chooses to use custom events for conversion tracking or remarketing.
ea Event action (custom value passed by advertiser)
ev Event value (custom value passed by advertiser)
el Event label (custom value passed by advertiser)
gv Variable revenue (custom value passed by advertiser) Needed if advertiser chooses to track variable revenue.
gc Variable revenue currency (custom value passed by advertiser) Needed if advertiser chooses to track variable revenue.
ifm 1 Indicates if the tag is being fired from within an iFrame.
rn Random number Handles browser cache.
tl Page title Used to construct digital signature so that we can detect fraud.
kw Keyword
lt Page load time
lg Browser language setting
sc Screen color depth
sh Screen height
sw Screen width
pi Digital signature - one way hash of tl, lt, lg, sc, sh, sw.
msclkid

Ad click information, generated at ad click time and appended to the landing page URL when auto-tagging of Microsoft Click ID is enabled.

Format: GUID followed by extra byte indicating whether the current value is a new one (unique to that session), as in "cdd4afcccb1c9a4cad9544dd7e5006d5-1". Note:

  • This value will be "N" if cookies are blocked by the browser or no ad click information exists in cookie, and the msclkid parameter isn't in the landing page URL.
  • The Microsoft Click ID will have "1N" added to the end if cookies are blocked by the browser and the msclkid parameter is in the landing page URL.

Cookie name: _uetmsclkid

Cookie expiration date: 90 days

Microsoft Click ID, which is used to improve the accuracy of conversion tracking. Note: UET sets a first-party cookie on your site’s domain for this parameter.

If you do not want the UET tag to set any first-party cookies, you can opt-out by including the following parameter in your UET tracking code: storeConvTrackCookies:false

Example:

Here is what this opt-out code looks like within your UET tracking code:

<script>(function(w,d,t,r,u){var f,n,i;w[u]=w[u]||[],f=function(){var o={ti:"TAG_ID_HERE", storeConvTrackCookies:false};o.q=w[u],w[u]=new UET(o),w[u].push("pageLoad")},n=d.createElement(t),n.src=r,n.async=1,n.onload=n.onreadystatechange=function(){var s=this.readyState;s&&s!=="loaded"&&s!=="complete"||(f(),n.onload=n.onreadystatechange=null)},i=d.getElementsByTagName(t)[0],i.parentNode.insertBefore(n,i)})(window,document,"script","//bat.bing.com/bat.js","uetq");</script>

Note

For additional details about Microsoft privacy policies for usage of data, please refer to Microsoft Privacy Statement. Also note that we will not be reselling the data we collect via UET to third parties and/or share it with other advertisers using Bing Ads.

Does the tag use browser caching and does it have an expiration date?expando image

Yes, it leverages browser caching with an expiration time of 30 minutes.

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