Microsoft Advertising (UET) Tracking Setup for WordPress
Quick answer: Use the free container builder wizard to select Microsoft Advertising (UET) and your events, enter your tracking ID, then import the generated file into Google Tag Manager - no manual tag setup needed for any of the 21 events below.
Universal Event Tracking base tag and standard events, generated as Custom HTML. This platform does not have a native GTM tag type, so the container wraps its base code in a Custom HTML tag.
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Events you can track
conversion events
- Microsoft Advertising (UET) Form Submission event setup
- Microsoft Advertising (UET) HubSpot Form Submission event setup
- Microsoft Advertising (UET) Contact Form 7 Submission event setup
- Microsoft Advertising (UET) WPForms Submission event setup
- Microsoft Advertising (UET) Gravity Forms Submission event setup
- Microsoft Advertising (UET) Comment Submission event setup
- Microsoft Advertising (UET) Newsletter Signup event setup
- Microsoft Advertising (UET) User Login event setup
- Microsoft Advertising (UET) User Registration event setup
- Microsoft Advertising (UET) Calendly Booking Scheduled event setup
- Microsoft Advertising (UET) Live Chat Started event setup
engagement events
- Microsoft Advertising (UET) Page View event setup
- Microsoft Advertising (UET) Scroll Depth event setup
- Microsoft Advertising (UET) Outbound Link Click event setup
- Microsoft Advertising (UET) File Download event setup
- Microsoft Advertising (UET) Phone Number Click event setup
- Microsoft Advertising (UET) Email Link Click event setup
- Microsoft Advertising (UET) WhatsApp Click event setup
- Microsoft Advertising (UET) Site Search event setup
- Microsoft Advertising (UET) Video Play event setup
- Microsoft Advertising (UET) Video Complete event setup
How the container is built
Page View uses GTM's native Page View trigger. The other 20 events each get their own Custom Event trigger, matched to a dataLayer.push({event: '...'}) call with the same name as the event key (e.g. purchase, add_to_cart) - every Microsoft Advertising (UET) tag is then wired to its matching trigger automatically.
For that reason, events other than Page View generally require your site to actually push the matching dataLayer event - the container listens for it rather than generating it. Use GTM's Preview mode after import to confirm each event fires as expected.
Exception: HubSpot Form Submission, Contact Form 7 Submission, WPForms Submission, Gravity Forms Submission are detected automatically from each form plugin's own native browser event, so this container includes a small Custom HTML "bridge" tag for each one and there's no dataLayer code to add for those specifically.
Requirements:
- A WordPress site with Google Tag Manager installed
- A Microsoft Advertising (UET) tracking ID/account to enter in the wizard
- A way to push dataLayer events for anything beyond Page View and the auto-detected form events above (a data layer/ecommerce tracking plugin, or custom code)
Frequently asked questions
What is Microsoft Advertising (UET) tracking for WordPress?
Universal Event Tracking base tag and standard events, generated as Custom HTML.
Do I need to write code to set up Microsoft Advertising (UET) tracking?
No. The container builder wizard walks you through selecting events and entering your tracking ID, then generates a ready-to-import Google Tag Manager container JSON file - no manual tags, triggers, or variables to configure by hand.
How many Microsoft Advertising (UET) events can I track?
This guide covers 21 trackable events. The free tier lets you generate a container covering up to 3 events at once; unlocking full access covers all of them in a single container.
Does the generated container use a native GTM tag or Custom HTML?
Microsoft Advertising (UET) doesn't have a native GTM tag type, so the generated container wraps its base pixel/snippet in a Custom HTML tag configured to fire under the right triggers.
How do I import the container into Google Tag Manager?
In GTM: Admin > Import Container > choose the downloaded JSON file > select "Merge" into a new workspace. Verify everything fires correctly in Preview mode before publishing to your live container.
Does this work with GTM server-side tracking or Microsoft Advertising (UET)'s Conversions API?
This builds a standard client-side (browser) GTM Web Container for Microsoft Advertising (UET) - it covers the events that fire from the customer's browser. If you're also running a GTM server-side container or Microsoft Advertising (UET) Conversions API to recover conversions lost to ad blockers, Safari ITP, and iOS App Tracking Transparency, the two set ups complement each other: this container still handles the client-side/browser-side events that feed into your server-side setup, it doesn't replace it.