Accurate tracking of data and conversions is essential to running successful campaigns. As on any advertising platform, it's no different on Microsoft advertising. It’s the platform's algorithm that ensures your campaigns are running optimally, that reporting is correct, and that remarketing lists of website visitors are available.
Just like Meta that has the Facebook Pixel and Google Ads that has the Google tag, Microsoft advertising has the UET tag. The UET tag stands for Universal Event Tracking tag and is a piece of JavaScript code used in Microsoft advertising to collect data about website visitors linked to campaigns. With a properly implemented UET tag, you can:
- Measure conversions and optimize towards them
- Track user behavior
- Create remarketing lists
Implementing this tag correctly is essential. Mistakes in this implementation can cause missed conversions, which creates a suboptimal learning curve of the algorithm and leads to incorrect insights and conclusions about campaign performance.
Checking the UET tag with the UET tag helper
An easy way to test whether the UET tag has been implemented correctly and is working well, is the UET tag helper. The tool is easy to use, but its impact can be significant. The extension is easy to download and validates with one click whether the tag is working correctly.
The extension identifies whether a UET tag is installed and checks the status of the tag. In this way, non-working or missing tags can be easily and quickly flagged. If a problem is detected by the extension, actionable insights are also shared. For example, the tool provides a detailed recommendation to fix the detected problem. As a result, it is not necessary to have deep technical knowledge of the tag implementation to investigate whether there are issues, what the issues are and how to fix them.
Conclusion
Several problems can be spotted using the UET tag helper. So when these problems are spotted with respect to tracking conversions/website users, it is definitely an added value to investigate if this is coming from the UET tag implementation through the UET tag helper extension and get an answer to whether there is something wrong with the tag and what exactly is wrong with it.
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Lynn Luyckx
