Microsoft presents insights for universal event tracking tags
4 mins read

Microsoft presents insights for universal event tracking tags

It is important for any business to understand how users interact with a website, especially when assessing the effectiveness of advertising efforts.

To help advertisers do this, Microsoft has introduced new insights for Universal Event Tracking (UET) tags, designed to more effectively meet these business needs and increase website traffic and conversions.

The rolling enablement of this feature is scheduled for July 3rd and will be automatically enabled for existing UET tags.

In particular, UET Insights includes improved data collection methods aimed at providing users with valuable insights and improving the precision of ad targeting.

What is a Microsoft UET tag?

A Microsoft Advertising UET tag tracks customer activity on your website after they click your ad. It embeds a single UET tag on your website, allowing Microsoft Advertising to collect relevant data.

Such data collection allows you to monitor conversion goals and create specific remarketing lists to target audiences more effectively.

The UET enables tracking of various conversion goals, including purchases, sign-ups, downloads, and more. The conversion goals can be configured based on the following criteria:

  • The number of visitors who have visited a specific page or section of your website.
  • The instances when visitors have spent a certain amount of time on your website.
  • The cases when visitors have browsed more than a certain number of pages on your website.
  • The number of people who clicked and installed your mobile application.

In addition, several other custom goals and events can be set up and tracked.

What the new UET Insights have to offer

The newly introduced insights include several advancements aimed at providing a deeper understanding of user interactions on websites.

UET Insights has a powerful built-in website data dashboard that optimizes understanding of user interaction. This feature allows businesses to optimize their websites and optimize targeting for improved conversions.

Microsoft presents insights for universal event tracking tagsScreenshot by Microsoft, May 2023

The dashboard displays key data such as:

  • The total visits to your website and the number of visits each page received.
  • A breakdown of sessions by country of origin and device type.
  • Data on quick backs, i.e. customers who only spend a few seconds on your website.
  • Information on how long visitors stay on your website.

These insights include additional indicators such as page latencies, including speed and load times, interactions such as clicks and scrolls, cart specifics, cart abandonment details, browser-related signals, and JavaScript browser errors.

How UET Insights helps advertisers

The benefits of UET Insights should go beyond providing a comprehensive understanding of your website’s performance.

They are designed to help advertisers increase ad effectiveness through refined targeting, fraud detection, and minimizing conversion losses.

All of these factors contribute to a better understanding of user behavior and website performance, leading to more efficient advertising strategies.

What advertisers need to know

No coding is required to enable UET Insights. Existing tags are automatically updated in the backend, while any new tags created in the future will be preloaded with UET Insights.

Here are some other important aspects to keep in mind:

  • UET Insights are designed to not negatively impact your site’s performance.
  • The collected data is processed and displayed almost immediately on the UET dashboard.
  • Because no data sampling is required, we ensure that the information you receive is complete and representative.
  • Advertisers retain full control over UET Insights and can disable them if needed.

For a deeper understanding of this function, we recommend taking a look at the Microsoft help page.

If advertisers want to disable UET Insights for any reason, they have several options.

Before June 28th, advertisers can opt out of the automatic upgrade by completing the opt-out form. They must either provide the specific UET tag IDs they want to exclude, or the manager account ID if they want to disable all UET tags associated with that manager account.

Should advertisers decide to opt out after enabling UET Insights, they can conveniently do so via the UET dashboard in the Microsoft Advertising platform.


Featured image: sdx15/Shutterstock