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How to set up Microsoft Ads UET events in Tag Manager

Live guide · Checked 28 October 2026 · Updated 28 October 2026 · Checked every week against Microsoft Ads's own help pages

Install the Microsoft Advertising UET tag through Tag Manager, send lead and purchase events from your dataLayer, and turn on UET consent mode.

Time

20 minutes

You will need

• A Microsoft Advertising account
• Google Tag Manager with the generate_lead trigger
• Consent Mode set up

Stuck?

Troubleshooting or ask us a question

Step by step

1. Make a UET tag

   In Microsoft Advertising go to Tools > Conversion tracking > UET tag > Create. Name it and copy the Tag ID (a number).

2. Add it in Tag Manager

   Tags > New > Microsoft Advertising Universal Event Tracking (in the Community Template Gallery). Enter the Tag ID, fire on All Pages. Or a Custom HTML tag:

   HTMLCopy

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

3. Set UET consent

   Microsoft has its own consent mode. Add this to your Consent Initialization defaults tag, and the update to your Accept handler:

   JavaScriptCopy

   // default, before UET loads
   window.uetq = window.uetq || [];
   window.uetq.push('consent', 'default', { ad_storage: 'denied' });
   
   // when people accept
   window.uetq.push('consent', 'update', { ad_storage: 'granted' });

4. Send leads

   A Custom HTML tag on CE - generate_leadCopy:

   HTMLCopy

   <script>
     window.uetq = window.uetq || [];
     window.uetq.push('event', 'submit_lead_form', {
       event_category: '{{DLV - lead_type}}',
       event_label: '{{DLV - form_id}}',
       revenue_value: {{DLV - value}},
       currency: '{{DLV - currency}}'
     });
   </script>

5. Make the conversion goal

   In Microsoft Advertising: Conversions > Conversion goals > Create. Choose Website, category Submit lead form, type Event, and set Action equals submit_lead_formCopy. Pick your UET tag and save.

6. Test with UET Tag Helper

   Install the UET Tag Helper browser extension, send a test lead and check the event shows with your values. Publish in Tag Manager. The goal's status becomes Recording conversions within a day.