Everything you need to know about setting up UET

Tag managers replace static tags with dynamic tags that are easier to implement and update. The dynamic tag is a container, a small snippet of code that allows you to dynamically insert tags into your website. You can think of the container tag as a bucket that holds other types of tags.

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

• Google Tag Manager
• Qubit Opentag
• Tealium
• Ensighten
• Signal
• Adobe Dynamic Tag Manager
• Adobe Launch

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:

• BigCommerce
• Shopify
• WordPress.com
• Wix

SPA websites are required to use the JavaScript UET tag tracking code. If you recently added your UET tracking code, it might already be enabled for SPA tracking by default. To verify, you can check whether your tag snippet has the following bolded text or not:

<script> 
(function(w,d,t,r,u) {var f,n,i;w[u]=w[u]||[] ,f=function(){var o={ti:"TAG_ID_HERE", enableAutoSpaTracking: true}; 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> 

If your tag snippet does not contain the above parameter and you want to make use of auto-SPA tracking, you can go to the Microsoft Advertising UI and get the new event snippet with the above behavior enabled by default. You can then update your website to use the new snippet.

You might want to disable this behavior if you are already tracking SPA pageviews manually. To do so, change the value of the enableAutoSpaTracking parameter in your tag snippet to false. You may also want to disable this if your website does not use browser history state for navigation, although we recommend keeping it turned on if you're not sure.

For legacy instructions on manually tracking SPA pageviews, see below:

SPA events are triggered using the same syntax as with custom events, with the action 'page_view' and at a required 'page_path' parameter ('page_title' is optional). The parameter 'page_path' must start with a '/'. Example:

window.uetq = window.uetq || []; 
window.uetq.push('event', 'page_view', { 'page_path': '/spa_page' }); 

Here are three different ways of triggering SPA events. Note that we recommend using the first way. For each option, we have a sample webpage that you can visit to see the appropriate code in action.

• Content change: Trigger an SPA event any time your application loads dynamic content. In this case, the real URL is automatically sent in a standard pageLoad event on the first load. You can use this URL in your destination goals, and any custom events triggered on that first page will be associated with it. Each SPA event will generate a pageLoad event with the SPA URL, which is not required to be a loadable path. You can reference these URLs in your goals as well. Any custom events triggered after an SPA event will only be associated with the SPA pageLoad (in other words, not the original URL).
  • Visit our sample "Content change" webpage to see this code in action.
• All pages: Trigger an SPA event on all pages, including the initial load. This scenario is the same as the preceding one, except the auto pageLoad event is not used. Because it still triggers, it is important to order your events so that the SPA event triggers before any other custom events. If they trigger out of order, some or all may be associated with the auto pageLoad event (and original URL), instead of the SPA pageLoad event (and SPA URL including page_path).
  • Visit our sample "All pages" webpage to see this code in action.
• All pages, auto-disabled: Trigger an SPA event on all pages and additionally disable the auto page load. This is accomplished by adding 'disableAutoPageView: true' to the initialization parameters (Note: Do not modify the snippet code directly to disable). This is the same as the previous scenario but removes the requirement that the SPA event must be triggered first on the initial page load. However, subsequent SPA events are still required to be triggered before any custom events that are associated with them (or they will be attributed to the previous SPA event).
  • Visit our sample "All pages, auto-disabled" webpage to see this code in action.

Once you've created a custom event conversion goal or remarketing list using custom events (see How to track custom events with UET), you need to add the custom event JavaScript to your UET tag tracking code. Let's say that the custom event you want to track on your webpage is people selecting a "Download now" button on one of your webpages.

To see an example of a custom event UET tag tracking code installed in the body of a webpage, visit this webpage (English only), right-click in the webpage, and then select View source or View page source depending on your browser. On this page, you'll also see some buttons. Selecting each button will trigger a custom event. If you use a third-party monitoring tool like Fiddler, you can see the HTTP request generated to bat.bing.com to report each custom event.

For example custom e-commerce events, see Example custom events for e-commerce customers.

Once you've created a variable revenue conversion goal (see How to report variable revenue with UET), you need to edit the UET tracking code to support it.

Let's look at how to pass variable revenue for a destination URL type goal in PHP pages. In the below example, it's reading a dynamic value for the variable revenue from a JavaScript function. You can just as easily send a static value or read from a JavaScript variable or HTML element.

To add the code to PHP pages using your webpage editor, see the sample UET tag tracking code below:

<script>

   (function(w,d,t,r,u){var f,n,i;w[u]=w[u]||[] ,f=function(){var o={ti:"TAG_ID_HERE"}; 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>



<script>
   function GetRevenueValue()
	  {
		 return 6;
	  }

</script>  

	  
<script>

   window.uetq = window.uetq || [];
   window.uetq.push('event', '', {'revenue_value': GetRevenueValue(), 'currency': 'Replace_with_Currency_Code'});
  
</script>
		 

Advanced: Code samples for event conversion goals

Now that you know the code to append to the end of the UET tag tracking code for destination URL conversion goals, here are a few others you might want to try:

Event conversion goal

There is different code you need to append to report variable revenue for an event conversion goal. If you are using the same JavaScript function as in Step 2, it would look like this:

<script>
   window.uetq = window.uetq || [];
   window.uetq.push('event', 'Event action', {'event_category': 'Replace_with_Event_Category', 'event_label': 'Replace_with_Event_Label', 'event_value': 'Replace_with_Event_Value', 'revenue_value': GetRevenueValue(), 'currency': 'Replace_with_Currency_Code'});  
</script>
		

Note: To see the complete list of currency codes, see Conversion Goal Revenue Currencies.

Once you've created a dynamic remarketing list (see Dynamic remarketing lists: Remarketing for products), you need to add custom parameters to your UET tag tracking code to make it work.

Add the following JavaScript in each page of your website:

<script> 

   window.uetq = window.uetq || []; 

   window.uetq.push ('event', '', {'ecomm_prodid': 'Replace_with_Product_ID', 'ecomm_pagetype': 'Replace_with_Page_Type'});   

</script> 

In the above JavaScript, change the following parameters:

• Replace_with_Product_ID: Replace this with one of the following product IDs:
  • The exact SKU ID that uniquely identifies a product. This is sometimes called a UPC (universal product code).
  • An item group ID representing a set of variants for the same product (such as color or size options).

  Important

  The product ID in your JavaScript code must match an ID in your Microsoft Merchant Center product feed.

• Replace_with_Page_Type: Replace this with the one of the following values in the right-hand column of this table, depending on the page you will be using this JavaScript in:

  Dynamic remarketing list you're tracking	Required page type
  General visitors	'ecomm_pagetype': 'home' 'ecomm_pagetype': 'category' 'ecomm_pagetype': 'other' Note: Any user not included in the page type for searchresults, product, cart, or purchase will be included in the general visitors audience.
  Product searchers	'ecomm_pagetype': 'searchresults'
  Product viewers	'ecomm_pagetype': 'product'
  Shopping cart abandoners	'ecomm_pagetype': 'cart'
  Past buyers	'ecomm_pagetype': 'purchase'

  Note: Customers who buy a product are added to the "past buyers" list and are removed from other lists (for that particular product). For this to work, the UET tag on your purchase confirmation page must send both product ID (ecomm_prodid) and pagetype (ecomm_pagetype).

To see an example of a dynamic remarketing UET tag tracking code installed in the body of a webpage, visit this webpage (English only), right-click in the webpage, and then select View source or View page source depending on your browser. On this page, you can also define a product ID and page type, and then select a button to trigger a custom event for this dynamic remarketing list. If you use a third-party monitoring tool like Fiddler, you can see the HTTP request generated to bat.bing.com to report each custom event.

As discussed in the above sections, certain Microsoft Advertising features require you to add and modify a JavaScript snippet to your existing UET tag:

• Custom events: For conversion goals or remarketing lists based on custom events, you need to modify the following snippet to return the event action, event category, event label, and/or event value:

  <script>		 
  
  							
     window.uetq = window.uetq || [];  
  
     window.uetq.push ('event', 'Replace_with_Event_Action', {'event_category': 'Replace_with_Event_Category', 'event_label': 'Replace_with_Event_Label', 'event_value': 'Replace_with_Event_Value'});   
  
  
  							
  </script> 
  							
  									
  

• Variable revenue: For conversion goals tracking variable revenue, you need to modify the following snippet to return the revenue value and currency code:

  <script>		 
   	  
  
     window.uetq = window.uetq || [];  
  
     window.uetq.push ('event', '', {'revenue_value': 'Replace_with_Revenue_Value', 'currency': 'Replace_with_Currency_Code'});   
  
  
  </script> 
  

• Dynamic remarketing: To target a dynamic remarketing list, you need to modify the following snippet to return the product ID and page type:

  <script>		 
   	  
  
     window.uetq = window.uetq || [];  
  
     window.uetq.push ('event', '', {'ecomm_prodid': 'Replace_with_Product_ID', 'ecomm_pagetype': 'Replace_with_Page_Type'});   
  
  
  </script> 
  

If you are implementing more than one of these features, there are a couple things to keep in mind:

• We recommend keeping each feature's JavaScript snippet separate in your webpage's code (in other words, in separate <script> </script> sections) because each snippet sends out one event.
• In specific, you can't use one JavaScript snippet to track both of the following on the same webpage:
  • Variable revenue for the Destination URL conversion goal
  • Custom events based on a conversion goal or remarketing list

  In this case, you will need to have two separate snippets in your webpage's code:

  • Snippet 1 — for variable revenue for the Destination URL conversion goal:

    <script>		 
     	  
    
       window.uetq = window.uetq || [];  
    
       window.uetq.push ('event', '', {'revenue_value': 'Replace_with_Revenue_Value', 'currency': 'Replace_with_Currency_Code'});   
    
    
    </script> 
    

  • Snippet 2 — for custom events based on a conversion goal or remarketing list. However, note that, if you are tracking variable revenue for a custom event conversion goal (not a Destination URL conversion goal), you would include this in the custom event code snippet:

    <script>		 
    
    							
       window.uetq = window.uetq || [];  
    
       window.uetq.push ('event', 'Replace_with_Event_Action', {'event_category': 'Replace_with_Event_Category', 'event_label': 'Replace_with_Event_Label', 'event_value': 'Replace_with_Event_Value', 'revenue_value': 'Replace_with_Revenue_Value', 'currency': 'Replace_with_Currency_Code'});   
    
    							
    </script>