Microsoft UET

Microsoft UET (Universal Event Tracking) is Microsoft's conversion tracking tag for Microsoft Advertising. It tracks user actions, measures campaign effectiveness, and enables remarketing campaigns.

Official Microsoft documentation

• Universal Event Tracking
• UET tag data object
• FAQ: Universal Event Tracking
• FAQ: Remarketing

Integrate with c15t

import { type ReactNode } from 'react';
import { ConsentManagerProvider } from '@c15t/react';
import { microsoftUet } from '@c15t/scripts/microsoft-uet';

const scripts = [microsoftUet({ id: '123456789012345' })];

export function ConsentProvider({ children }: { children: ReactNode }) {
  return (
    <ConsentManagerProvider
      options={{
        mode: 'hosted',
        backendURL: 'https://your-instance.c15t.dev',
        scripts,
      }}
    >
      {children}
    </ConsentManagerProvider>
  );
}

How c15t loads it

• Category: marketing (Ads & Pixels)
• Loads when: immediately, with Microsoft consent mode enabled
• Default consent: c15t pushes ad_storage: 'denied' before loading UET unless marketing consent is already granted
• On grant/revocation: c15t pushes the new consent state to uetq so UET can switch between granted and denied mode without removing the script

Use the UET tag ID as id. Microsoft recommends creating one UET tag and adding it across your site; that tag can then support conversion goals and remarketing lists.

Tracking events in your app

c15t loads Microsoft UET in consent mode, so window.uetq is created before consent is granted. Your own event calls are not automatically gated. Guard them if you only want to send custom conversion events after marketing consent is granted.

Microsoft's custom event syntax uses window.uetq.push('event', action, parameters). Conversion goals can match page visits and custom events, and event payloads can include revenue fields such as revenue_value and currency.

import { useCallback } from 'react';
import { useConsentManager } from '@c15t/react';

function useTrackPurchase() {
  const { has } = useConsentManager();

  return useCallback(() => {
    if (has('marketing')) {
      window.uetq?.push('event', 'purchase', {
        revenue_value: 10,
        currency: 'USD',
      });
    }
  }, [has]);
}

function CheckoutButton() {
  const trackPurchase = useTrackPurchase();

  return (
    <button type="button" onClick={trackPurchase}>
      Complete purchase
    </button>
  );
}

Types

MicrosoftUetOptions

Script