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Vendor reference · Advertising

Microsoft Advertising UET

Microsoft Advertising's Universal Event Tracking tag. It records what visitors do on a site for conversion tracking and remarketing.

Microsoft Advertising UET at a glance

Company
Microsoft
Category
Advertising
Tag script
https://bat.bing.com/bat.js
Sends data to
bat.bing.com
JavaScript object
uetq
Cookies
3 attributed to Microsoft Advertising UET in the TagPipes Vendor Registry
Network requests
UET bat.bing.com/action

What Microsoft Advertising UET is

Universal Event Tracking (UET) is a single tag added to every page of a site that records what visitors do and sends it to Microsoft Advertising. Microsoft describes it as a prerequisite for conversion tracking and remarketing.

It keeps a session ID in the _uetsid cookie and a visitor ID in _uetvid, both on the site's own domain.

What marketers use it for

Advertisers use it to track conversion goals such as purchases or leads, including variable revenue, and to build remarketing and dynamic remarketing lists.

How to recognize Microsoft Advertising UET on a site

  1. Open the site in Chrome, open DevTools (F12, or Cmd+Option+I on a Mac) and go to the Network tab.
  2. Reload the page and type bat.bing.com/action into the filter box. Microsoft describes the request to bat.bing.com/action/0 as the one that reports a page visit. Its ti parameter is the UET tag ID.
  3. In the Console tab, type window.uetq and press Enter. If it is defined, the UET tag has been set up on the page.
  4. In Application, then Cookies, look for MUID, _uetsid, _uetvid. Some cookies only appear after a consent choice or a specific action.

Cookies associated with Microsoft Advertising UET

Network requests

What TagPipes observed

0.99%

of sites scanned had Microsoft Advertising UET detected

TagPipes scanned 41,162 public websites between August 11, 2026 and September 13, 2026, loading up to three pages per site in a real browser as a first-time visitor, and matched what loaded against the TagPipes Vendor Registry. That is how TagPipes recognizes Microsoft Advertising UET: by the hosts its tag loads from and the cookies attributed to it.

Observed TagPipes scan data, not a figure published by Microsoft. Websites of TagPipes customers are excluded and no individual site is named. Snapshot dated September 13, 2026.

Sources

What it is, what it is used for, and its scripts, hosts and JavaScript objects were checked against the vendor documentation above on . The detection rate is TagPipes scan data from September 13, 2026, not a value published by the vendor. Browse all vendors.

Know when a tag stops firing

TagPipes Auditor checks with real browsers that your marketing pixels fire with the right parameters, and alerts you when tracking breaks. Pulse checks how marketing tags behave against your consent banner.

See Auditor See Pulse

TagPipes monitors, configures and reports. It does not determine legal compliance and does not provide legal advice. Output is informational and reflects observed state at the time of observation. Rawsoft's expertise is technology, not law; please confirm any regulatory interpretation with your own counsel.