Microsoft Ads will begin collecting more website data through its Universal Event Tracking tag to power UET Insights, a new dashboard for advertisers launching in June.
the board The data will be available in near real-time and is not displayed on the new dashboard. It will include these metrics:
Session count.
Popular pages.
Device failure.
Country Breakdown.
Fast back (the number of sessions in which a visitor navigated to a page and then quickly returned to the previous page during the selected time period).
Average active time.
Here’s a preview of what the UET Insights dashboard looks like:
New data signals. Additional website performance signals captured by the UET tag will include:
Page latencies (loading speed and time).
Click and scroll through interactions.
Shopping cart details.
Cart abandonment details.
Browser-based signals.
JavaScript browser errors.
From June 29. This is the date when Microsoft will automatically enable UET Insights on all existing UET tags. UET Insights will be enabled by default on all newly created tags.
Deactivation Before enabling UET Insights:
Fill out an opt-out form by June 26 to turn off auto-update.
After enabling UET Insights:
Disable a tag: Go to Tools > UET Tag, select your tag. Hover over UET Insights and select the pencil icon. A popup will appear, Edit Statistics Settings. Turn the switch off.
Disable multiple tags: Go to the All Tags page, select all the tags you want, and choose Turn Off Statistics.
Why we care Microsoft says the goal here is to help advertisers better understand user engagement and improve ad targeting. We hope this new data can help advertisers improve ROI and drive more traffic and conversions.
About UET tags. Launched (then in Bing Ads) in 2014, a site-wide UET tag powers conversion tracking, remarketing and automated bidding strategies in Microsoft Ads.
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About the author
Danny Goodwin has been the editor-in-chief of Search Engine Land & Search Marketing Expo – SMX since 2022. He joined Search Engine Land in 2022 as a senior editor. In addition to reporting on the latest search marketing news, he manages Search Engine Land’s Subject Matter Expert (SME) program. Also helps schedule US SMX events. Goodwin has been editing and writing about the latest developments and trends in search and digital marketing since 2007. He was previously executive editor of Search Engine Journal (2017-2022), editor-in-chief of Momentology (2014-2016), and editor from Search. Engine Watch (from 2007 to 2014). He has spoken at numerous major search conferences and virtual events, and has brought his expertise to bear in a wide range of publications and podcasts.
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