Microsoft Advertising Conversion Tracking: UET Goals in 2026

Updated July 22, 2026.

Microsoft Advertising conversion tracking is built around Universal Event Tracking (UET) for website behavior, app-install goals for mobile apps, and offline conversion imports for CRM or sales outcomes. Microsoft’s UET Conversions API was documented as a pilot in June 2026 and is not available to every advertiser.

Verification boundary. This guide was checked against official Microsoft Advertising advertiser help, developer documentation, and release notes available on July 22, 2026. It does not rely on agency blogs, community posts, or third-party tutorials. Interface labels can differ during account-level rollouts. Where the official documentation describes a pilot, gradual rollout, regional limit, or incomplete availability, the guide says so rather than assuming access.

The product formerly known as Bing Ads is Microsoft Advertising. This guide uses current Microsoft terminology while retaining “Bing conversion tracking” only as a search synonym.

Current conversion goal types

Engagement goals such as duration and pages viewed are usually weak bidding outcomes. Use them for observation unless historical evidence shows they predict real value.

Step 1: Create and install a UET tag

1. In Microsoft Advertising, open conversion tracking and UET tags.
2. Create a UET tag with a clear site/environment name.
3. Copy the current generated tag or use the official tag-manager/partner path.
4. Install it on all intended site pages.
5. Verify the tag status and page activity in Microsoft Advertising or the official UET helper.
6. Review consent mode and Microsoft’s current requirements for users in the EEA, UK and Switzerland.

One UET tag can support multiple conversion goals and remarketing audiences. Do not create a separate base tag for every event unless the account architecture explicitly requires it.

Step 2: Create a destination URL goal

1. Open Goals or Conversion goals and choose to create a goal.
2. Select Website, then destination URL.
3. Name the goal and choose the URL match rule.
4. Set revenue behavior, count method, conversion window and scope shown in the account.
5. Select the UET tag.
6. Save and test the exact confirmation URL and all variants.

Use this only when the destination page is unique and cannot be reached without completion. For dynamic revenue, single-page apps or same-page forms, use a custom event.

Step 3: Create a custom event goal

UET custom events can carry fields such as event category, action, label and value. The goal matches the event according to the rules you configure.

1. Create a website conversion goal and choose Custom Event.
2. Define the category, action, label and/or value matching rules using a controlled naming convention.
3. Select revenue behavior and count method.
4. Associate the correct UET tag and save.
5. Fire the UET event only after the action succeeds.

// Illustrative UET custom event. Use the exact current schema from Microsoft.
window.uetq = window.uetq || [];
window.uetq.push('event', 'purchase', {
  'event_category': 'ecommerce',
  'event_label': 'completed-order',
  'event_value': ORDER_VALUE,
  'currency': 'USD'
});

Do not generate unique goal names or event labels per order. Put unique order/transaction identifiers in the supported transaction field, not in the event name.

Step 4: Review automatic conversion tracking

Microsoft can detect eligible website activity after UET is installed and offer simplified automatic setup. Treat detected events as candidates, not proof. Review the trigger, business meaning and volume before including them in bidding. Automatic website setup does not replace mobile-app or offline conversion workflows.

Step 5: Add revenue and transaction data

For purchases, send dynamic revenue, currency and a stable transaction identifier through the current UET event schema. For lead goals, use a fixed value only when it is derived from a documented expected-value model. Confirm whether the goal should count unique conversions or every valid transaction.

Step 6: Import offline conversions

Microsoft’s official offline conversion process relies on the Microsoft Click ID (MSCLKID) captured from the landing page and stored with the lead or order.

Capture and store

• Persist MSCLKID from the landing URL in a first-party cookie or server session where allowed.
• Write it to a hidden form field or backend record.
• Store the click ID, lead/order ID, source timestamp and consent state in the CRM.
• Preserve it through lead merges and opportunity creation.

Create and upload

1. Create an Offline conversion goal before uploading.
2. Wait for the activation interval in Microsoft’s current help; the official page notes allowing roughly two hours before the first upload.
3. Use the current template or API schema.
4. Provide MSCLKID, conversion goal name, conversion time and optional value/currency fields.
5. Upload through the UI, scheduled file or supported API path.
6. Review row errors and processing status. Microsoft notes processing can take several hours.
7. Upload at least daily for active optimization and within the supported lookback; Microsoft’s official guidance uses a 90-day limit for offline conversion events.

Microsoft supports restating and retracting offline conversions under its current workflow. Use the transaction identifier and official action semantics to correct changed values or remove invalid outcomes.

Step 7: Use UET Conversions API only when the account is eligible

Microsoft published a UET Conversions API integration guide in June 2026, but its official help states that the feature is not available to everyone. Do not design a production dependency until the account displays the API access/token controls.

1. Confirm the feature is enabled in the target account.
2. Generate the token from the official UI.
3. Use the current endpoint and event schema.
4. Send page-load and custom events as documented, in near real time where possible.
5. Respect the documented batch limit of 1,000 events per request.
6. Use transaction IDs for restatement/retraction and duplicate control as defined by Microsoft.
7. Inspect API responses and UET diagnostics before relying on the data.

Step 8: Mobile app installs

Create a mobile app install goal only through Microsoft’s supported app measurement setup. Confirm the app store, app identifier, partner and campaign compatibility shown in the account. Do not assume a website UET tag can observe native app installs.

QA checklist

• The correct UET tag fires once across intended pages.
• Consent Mode/TCF behavior is reviewed for applicable European traffic.
• Destination URL goals use a unique completion URL.
• Custom events fire only after success and use stable category/action/label names.
• Revenue, currency and transaction identifiers match source orders.
• MSCLKID is captured at landing and survives into CRM/offline export.
• Offline goal exists before upload and test rows process without errors.
• Restatements/retractions are tested before production corrections are needed.
• UET Conversions API is used only after account eligibility is confirmed.
• Microsoft totals reconcile with website, CRM and order systems.

Common failures

Implementation blueprints

Website goal selection

Offline file acceptance criteria

• Offline goal exists before the upload and has had time to activate.
• MSCLKID is present and unchanged.
• Goal name matches exactly.
• Conversion time is the business event time.
• Value and currency match source data.
• Rows are within Microsoft’s supported lookback.
• Errors are reviewed after processing.

UET CAPI pilot decision

Do not write “implement CAPI” into a statement of work until the target account exposes the feature and token. Microsoft’s June 2026 documentation describes pilot availability and a maximum batch of 1,000 events. Keep a UET/offline fallback architecture.

Release acceptance criteria

• UET base tag fires once and consent behavior is correct.
• Custom-event rules match exact emitted fields.
• Automatic detected events are reviewed before bidding inclusion.
• MSCLKID survives into CRM.
• Restatement/retraction is tested for offline events.
• CAPI is used only after eligibility is confirmed.

Verification record

Technically verified: July 22, 2026

Official-source rule: Every platform-specific instruction and feature statement in this article is grounded in an official Microsoft Advertising source. The implementation recommendations are editorial guidance from The Ad Spend and are labeled as such.

Known limits at publication

• UET Conversions API is a pilot and is not assumed available.
• Consent Mode and TCF requirements affect applicable EEA, UK and Switzerland traffic.
• App install support depends on current partner/account availability.
• Offline conversions must be sent inside Microsoft’s current supported time window.

Official sources consulted

• Conversion goal types
• Custom event conversion goals
• Automatic conversion tracking
• Offline conversions
• UET Conversions API integration
• About UET Conversions API
• Set up conversion tracking
• What is a UET tag?

Related conversion tracking references

• conversion tracking library
• offline conversions
• conversion counting