Microsoft UET Tag & Conversion Tracking Setup

Service Scope

Microsoft UET Tag & Conversion Tracking Setup is a fixed-scope measurement implementation for one Microsoft Ads account, one website or Shopify storefront, one primary geographic market, and one existing Google Tag Manager container or analytics setup where available.

The service installs or verifies the Microsoft UET Tag and configures up to three approved website conversion goals. It is designed for businesses that need a reliable measurement foundation before launching, rebuilding, or optimizing Microsoft Ads campaigns.

Conversion Framework

We identify up to three primary website actions that future Microsoft Ads campaigns should measure and optimize toward. Depending on the website and approved commercial priorities, these may include lead submissions, contact requests, booking requests, purchases, add-to-cart actions, checkout starts, qualified page views, or another supported standard website action.

We define the role of each approved conversion goal, including primary or secondary classification, count direction, value direction where applicable, and conversion-window direction. The selected actions are based on the client’s stated business priorities and the technical capabilities of the existing website.

UET Tag Installation and Goal Configuration

We install or verify the Microsoft UET Tag on one approved website or Shopify storefront using the existing supported website, commerce, or tag-management setup. We configure up to three Microsoft Ads conversion goals and up to three standard website events within the approved scope.

Where an existing GTM container or analytics setup is available, we review the visible configuration to avoid unnecessary duplication and support a cleaner measurement structure. This service does not create a new GTM container, new analytics property, custom data layer, or custom tracking architecture.

URL Tracking and Attribution Direction

We provide basic URL-tracking and UTM-framework guidance so future Microsoft Ads campaigns can be identified more clearly within the client’s existing reporting environment. We also identify the practical relationship between ad click, website action, selected conversion goal, and available attribution data.

This service provides a measurement foundation only. It does not build a reporting dashboard, repair historical attribution, import offline conversions, connect a CRM, configure call tracking, or create ongoing reporting workflows.

Testing and Validation

We test the approved UET Tag and conversion goals using the available Microsoft Advertising and website-testing environment. We verify that the configured website actions can be received and reviewed at the time of implementation.

Website changes, browser conditions, consent choices, platform processing, checkout behavior, and third-party tools can affect measurement after delivery. Testing confirms the approved implementation at the time of completion; it does not guarantee future campaign performance, attribution accuracy in every situation, or platform approval.

Privacy and Technical Boundaries

We work within the client’s existing website and consent framework where technically supported. The client remains responsible for privacy notices, cookie consent, data-sharing permissions, legal compliance, and approval of the data collected through the website.

Custom JavaScript, custom data-layer work, server-side tagging, consent-management implementation, Consent Mode, enhanced conversions, CRM integration, offline conversion imports, call tracking, cross-domain tracking, custom checkout or subscription tracking, and unsupported third-party form remediation are not included.

Handoff and Scope Boundaries

You receive a concise implementation summary identifying the UET Tag status, approved conversion goals, testing completed, and next steps before campaign launch or optimization. One consolidated clarification round is included when submitted within seven days of delivery and remains within the original approved scope.

After purchase, the client provides Microsoft Ads account access, website or storefront access, existing GTM or analytics access where applicable, primary domain, selected conversion actions, and access to any existing tracking setup. Standard delivery is 5–7 business days after all required information and access are received.

Additional websites, domains, Microsoft Ads accounts, conversion goals, campaign setup, Merchant Center work, creative production, ad spend, reporting, optimization, and ongoing management are separate services.