Lesson 8 of 9

Microsoft Ads (Bing) UET

① Connect your GTM container

Paste your container ID to load it into this page. It only ever runs here.

Advanced: use a specific environment

Microsoft Advertising (Bing) uses the UET tag (Universal Event Tracking). Install it once from the Community Template Gallery, then report conversions either as UET goals or as UET events.

You'll install the UET base tag on all pages with your Tag ID, then fire a conversion on your purchase event with action, category and value.

Goal

Install the Microsoft UET tag and fire a conversion on your purchase event.

Build it in GTM

Install the Microsoft UET Tag (Community Template Gallery)
From the Community Template Gallery (or built-in). ID required: UET Tag ID.
Install the Microsoft UET Tag template, firing on All Pages.
Add your UET Tag ID.
For conversions, either define a goal in UET, or add a UET event template firing on your conversion event with action / category / value.
Fire it on a Custom Event trigger for purchase
Add a Custom Event trigger on purchase and fire the Microsoft Advertising (Bing) tag on it, passing value and currency where relevant.
Go deeper
Browse ready-made, Google-approved options: DumbData: free GTM custom templates (client + server-side).

Debug in Tag Assistant

Copy this lesson's live URL and paste it into GTM Preview, that is the page Tag Assistant connects to. It has the clickable elements, so this page stays clean for reading.

In your GTM, click Preview.
Paste the live URL above and click Connect.
Interact with the live page and watch your tag fire in Tag Assistant.

What you should expect to see

Firing the sample purchase fires your UET conversion in Tag Assistant; confirm with the UET Tag Helper extension.

Verify your container

Built it? Export your container, Admin → Export Container, choose your workspace, then drop the JSON here to check it against this lesson.

Drop your container .json here

or browse · checked in your browser, nothing is uploaded

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