Overview
Advertising tag that tracks browsing behaviour and sends conversion data to Microsoft's ad platform, covering the Bing, Yahoo, and DuckDuckGo syndicated search network. Frequently deployed alongside Google Ads tags but receives significantly less governance attention despite collecting comparable data. Commonly found on regulated organisation websites due to Microsoft's broad enterprise presence, making it a frequent oversight in tag audits that focus primarily on Google and Meta pixels.
Detection capabilities
- Signature count
- 2
- Detection methods
- network
- Property types
- hostnamepathnameparam
Consent Mode v2
Consent Mode v2
Google Consent Mode v2 signal requirements for this tag.
analytics_storagenot usedad_storagerequiredad_user_datarequiredad_personalizationnot usedPerformance impact
Performance Impact
- Script size
- 30 KB
- Requests per page
- 2
Common mistakes
- 1Treating the UET tag as lower-risk than Google or Meta advertising tags when it collects comparable browsing and conversion data requiring the same consent controls
- 2Not enabling Microsoft's consent mode integration, which allows the tag to respect CMP signals and operate in a reduced data collection mode when consent is denied
- 3Deploying UET via a tag manager without restricting it to the advertising consent category, allowing it to fire before the user has granted consent
- 4Failing to review the auto-tagging behaviour that appends click identifiers (msclkid) to landing page URLs, which can persist personal data in server logs
- 5Overlooking UET during cookie audits because Microsoft's first-party cookies (_uetmsclkid, _uetvid) are less well-known than Google or Meta equivalents
Related services
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