Overview
The Microsoft Advertising extension adds the Universal Event Tracking (UET) tag to your Magento 2 store and configures conversion tracking and remarketing — without any code changes or template modifications. UET is a prerequisite for conversion tracking, remarketing in paid search, and automated bidding strategies in Microsoft Advertising (formerly Bing Ads).
A Microsoft Advertising account with UET enabled is required. The account itself is free; Microsoft Advertising charges on a pay-per-click basis.
How It Works
The extension injects the UET base tag on every storefront page using Magento’s layout system. You then define conversion goals in your Microsoft Advertising account — visits, time on site, destination URL matches, or order completions. The extension fires the appropriate events so Microsoft Ads can attribute conversions back to ad clicks.
Remarketing data is collected passively as shoppers browse, building audience lists that can be used to adjust bids or target return visitors in search campaigns.
Features
- UET tag deployment — injects the UET base tag on every storefront page automatically
- Multiple conversion goal types — supports visit, time on site, destination URL, and purchase conversion goals
- Order success tracking — fires a conversion event with revenue data on the order confirmation page
- Remarketing audiences — browsing signals feed Microsoft Ads audience lists for paid search remarketing
- Configurable from Admin — set your UET tag ID in Stores → Configuration; no template edits required
- Enable / disable toggle — activate or deactivate tracking without touching code
- Tag management compatibility — works alongside major third-party tag management systems
- 100% automated test coverage — all functionality covered by automated tests
- CSP compliant — Content Security Policy rules included
Use Case
Merchants running Microsoft Advertising campaigns need UET to measure whether ad clicks turn into orders and to build the audience data that improves targeting. Without UET, automated bidding strategies (Target CPA, Target ROAS, Maximize Conversions) are unavailable, and there is no way to run remarketing campaigns targeting past visitors.
Manual UET setup involves editing theme templates and maintaining custom scripts across upgrades. This extension handles the full integration and stays current across Magento versions without custom code.
Benefits
- Accurate conversion attribution for Microsoft Advertising campaigns
- Unlock automated bidding strategies requiring conversion history
- Build remarketing lists from storefront visitors and purchasers
- No template modifications or JavaScript maintenance required
- Supports multiple conversion goals beyond just purchase events