How to Add the Microsoft UET Tag to Your Website

Microsoft Advertising, formerly Bing Ads, measures site actions with Universal Event Tracking. Create a UET tag in your ad account, place its code on every page, then add a conversion goal; without a goal the tag collects data but counts no conversions. Check it with the UET Tag Helper extension for Edge or Chrome.

Updated October 28, 2026

Search ads on Bing, plus Microsoft's partner networks, are often cheaper per click than Google, which makes them worth measuring properly. The UET tag also powers remarketing lists for those campaigns.

Add the UET tag on We.Inc, WordPress, Wix, Squarespace or plain HTML

We.Inc

Inside the builder, use the "..." menu to reach Add-ons.
Choose Microsoft Advertising (UET) and fill in your UET tag ID.
Switch it on; the consent banner is enabled with it.
Hit Publish to send the tag live.

The banner uses Google Consent Mode v2 signals. Check in the UET Tag Helper that consent behaves as you expect for Microsoft.

WordPress

Install a header code plugin via Plugins, Add Plugin.
Paste the UET tag into the head section field and save.
Test the home page with UET Tag Helper.

On WordPress.com, a paid plan is needed for plugins.

Wix

Go to Settings, then Custom Code under Development & integrations.
Add the UET tag with + Add Custom Code, for all pages, in the Head.
Click Apply and publish the site.

Wix runs the UET code only on premium sites that have a connected domain.

Squarespace

Open the Code Injection panel.
Paste the UET tag into the Header box and save.

Code Injection is on Core, Plus and Advanced plans.

Plain HTML

Paste the tag inside <head> on every page.
If you use consent mode, push the default ad_storage denied state right after the tag.
Publish and confirm in Microsoft Advertising.

Sources

Microsoft Advertising Help, create a conversion goal: https://learn.microsoft.com/en-us/advertising/msa-help/hlp_ba_proc_uetv2creategoal (checked October 28, 2026, used for the UET tag steps)
Microsoft Learn, UET and Clarity integration guide: https://learn.microsoft.com/en-ca/clarity/uet-clarity-user-guide (checked October 28, 2026, used for the UET tag steps)
Wix Help Center, embedding custom code: https://support.wix.com/en/article/embedding-custom-code-on-your-site (checked October 28, 2026, used for the UET tag steps)
Squarespace Help Center, using code injection: https://support.squarespace.com/hc/en-us/articles/205815908-Using-code-injection (checked October 28, 2026, used for the UET tag steps)

Tag first, goals second

UET works in two layers. The tag on your pages reports visits; conversion goals in Microsoft Advertising decide which of those visits count, such as a destination URL like /thank-you or a custom event. Creating a goal also switches on auto-tagging of the Microsoft Click ID.

UET consent mode

Microsoft has its own consent mode. Set ad_storage to denied by default and update it when a visitor accepts; until then UET stores no cookies, and Microsoft pauses conversion tracking and remarketing for that visitor.

EU and UK visitors must opt in before ad cookies, so pair the tag with a banner (/guides/how-to-add-cookie-banner-to-website).

How it works

In Microsoft Advertising, open the UET tag page (under Tools or Conversions, depending on your view) and create a tag.
Choose to install it yourself, email it to a developer, or use Google Tag Manager.
Put the tag on every page of the site.
Create a conversion goal tied to that tag, for example a thank-you URL.
Validate with the UET Tag Helper, including the consent state.

Tips

Google Tag Manager has a built-in Microsoft Advertising Universal Event Tracking tag type, so no custom HTML is needed there.
Microsoft may take up to a day to show a new tag as verified; do not create a second tag while you wait.
Turn on Microsoft Clarity's UET integration later if you want session recordings tied to ad clicks.

Frequently asked questions

Is the UET tag the same as the Bing Ads pixel?

Yes. Bing Ads became Microsoft Advertising, and UET is the name of its site tag. Old guides calling it the Bing pixel describe the same thing.

Why does my tag show as unverified?

The site may not be republished, consent may be denied in your test, or a blocker hides it. Load the live site, accept cookies, and give Microsoft some hours to see traffic.

Do I need one tag per campaign?

No. One tag per website is the norm. Different conversion goals then measure different actions using that same tag.

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