Microsoft Advertising (UET) Add to Cart Event Tracking for BigCommerce

Quick answer: Select Microsoft Advertising (UET) and the Add to Cart event in the free container builder wizard, enter your tracking ID, then import the generated file into Google Tag Manager - the trigger is wired up automatically, no manual setup required.

Configure the Add to Cart event so Microsoft Advertising (UET) fires correctly on your BigCommerce store, then generate an importable Google Tag Manager container - no manual tag, trigger, or variable setup required.

Generate my Microsoft Advertising (UET) Add to Cart container →

How it works

Open the container builder with Microsoft Advertising (UET) and the Add to Cart event already selected.
Enter your tracking ID/pixel credentials for this platform.
Generate and download the GTM container JSON file.
In Google Tag Manager: Admin > Import Container > choose the file > Merge into a new workspace, then verify in Preview mode before publishing.

Track Add to Cart with other platforms

How this event is built in your container

Add to Cart uses a Custom Event trigger that fires when your site pushes dataLayer.push({ event: 'add_to_cart' }) - the trigger is pre-configured to match this exact event name, so nothing needs adjusting after import.

Requirement: Your site needs to actually push that dataLayer event for the trigger to fire - the container listens for it, it doesn't generate it. Most WooCommerce sites get this from a data layer / enhanced ecommerce tracking plugin; check that dataLayer.push({event: 'add_to_cart', ...}) fires at the right moment using GTM's Preview mode before publishing.

This event also uses shared ecommerce Data Layer Variables so the same values work across every ecommerce event and tracking platform:

ecommerce.currency - transaction currency code
ecommerce.value - monetary value of the event
ecommerce.items - array of product objects, following GA4's standard ecommerce item schema

The Microsoft Advertising (UET) tag itself is added automatically and wired to this trigger - you won't need to create or configure it by hand in GTM.

Troubleshooting

Add to Cart doesn't fire at all in GTM Preview mode.
Confirm your site is actually pushing dataLayer.push({event: 'add_to_cart'}) - open the browser console and check the dataLayer array at the moment the action happens. If it's not there, the container has nothing to listen for.

The event fires, but values show up blank or undefined.
Check that the pushed object's key names match exactly (case-sensitive) - a mismatched key like "Value" instead of "value" will show as undefined in GTM's variable preview.

Add to Cart fires twice for the same action.
You likely have both this container's tag and a manually-added Microsoft Advertising (UET) snippet both listening for the same action. Remove the manual one, or disable it, before publishing.

Frequently asked questions

What triggers the Add to Cart event?

It fires automatically at the matching point in the BigCommerce visitor journey - the container builder wires up the correct trigger for you based on the standard dataLayer event for Add to Cart, so there's nothing to configure manually beyond making sure your site actually pushes that event.

Why should I track Add to Cart with Microsoft Advertising (UET) specifically?

It's a core revenue signal - Microsoft Advertising (UET) uses Add to Cart data to measure return on ad spend, build retargeting audiences, and optimize bidding toward customers likely to complete this action. Accurate first-party data here also matters more as browsers restrict third-party cookies.

Is this free to set up?

Yes - the free tier covers 1 tracking platform at a time. If you need this event across several platforms in one container, unlocking full access covers all of them together.

Will this conflict with Microsoft Advertising (UET) code I already added manually?

It can, if the same event fires twice from two separate sources. Remove any manually-added Microsoft Advertising (UET) tag for this event before importing the generated container, or use GTM's Preview mode to confirm it only fires once.

How long does setup take?

A few minutes - select Microsoft Advertising (UET) and the Add to Cart event in the wizard, enter your tracking ID, download the container, and import it into GTM.

Should I pair this with server-side tracking for Add to Cart?

For a revenue event like Add to Cart, it's worth considering. This container handles the browser-side Microsoft Advertising (UET) tag; a GTM server-side container or Microsoft Advertising (UET) Conversions API alongside it can recover conversions lost to ad blockers and iOS/Safari tracking restrictions, improving match quality without duplicating this setup.

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