Similar to the LinkedIn Insight Tag, you can use the Microsoft UET (Universal Event Tracking) tag to help improve campaign optimization and conversion reporting.
How the UET tag in Campaign Manager works
When you set up the UET tag on your site, it will automatically appear on your Signals Manager page in Campaign Manager, and its data will be imported into Campaign Manager.
- If you have the LinkedIn Insight Tag and the Microsoft UET tag already set up and installed on your site, your UET data will automatically be used with your Insight Tag-based conversions.
- If you only have the UET tag set up on your site, you can create conversions based only on UET data.
- If you’d like to disconnect your UET tag from Campaign Manager, please review the Disconnect the UET tag in Campaign Manager section below. Keep in mind, you can also reconnect your tag if you’ve disconnected it.
Considerations
Keep the following considerations in mind when you use the Microsoft UET tag in Campaign Manager.
| Consideration | Explanation |
|---|---|
| How UET tag data is used | The UET tag helps measure visits to your website. When available, we use this data to capture more website conversions and improve campaign optimization. Please note, data from countries in the European Economic Area (EEA) and Switzerland (Designated Countries) and restricted countries (https://www.microsoft.com/en-us/exporting/faq) is excluded from the information provided by the UET tag. Learn more about the UET tag on the Microsoft website. |
| Deduplication with the Insight Tag and UET tag | When you use both the Insight Tag and UET tag, conversions are counted using LinkedIn’s existing attribution rules. If the same action is detected by multiple tracking sources, it is only counted once. Learn more about deduplication for conversion tracking. |
| Conversion metric changes | We use UET data to help calculate your conversion metrics, so you might see a difference in your conversion data. Keep in mind, the Insight Tag will be the primary data source, with the UET tag providing additional information where available. If you disconnect the UET tag, you could see decreased attributed conversions, depending on where each tag is setup on your website. |
| Disconnecting your UET tag from Campaign Manager | You can disconnect the UET tag at any time. When you disconnect the Microsoft UET tag, that data will no longer be used to measure website conversions with LinkedIn. Also, disconnecting the UET tag in Campaign Manager won’t change how UET works for Microsoft Advertising. If you’ve installed the UET tag separately on your website, disconnecting it in Campaign Manager won’t impact that data. |
Disconnect the UET tag in Campaign Manager
To disconnect your UET tag in Campaign Manager:
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Go to your ad account in Campaign Manager.
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Click Data on the left menu, then click Signals manager.
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In the Sources section, click MSFT Universal Event Tracking tag.
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In the Data connection information section, click the Disconnect button.
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Click the Disconnect button in the dialog to confirm.
After you disconnect the UET tag, the status will show as Unverified on your Signals Manager page.
Reconnect the UET tag in Campaign Manager
To reconnect your UET tag in Campaign Manager:
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Go to your ad account in Campaign Manager.
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Click Data on the left menu, then click Signals manager.
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In the Sources section, click MSFT Universal Event Tracking tag.
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In the Data connection information section, click the Connect button.
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Click the Connect button in the dialog to confirm.
Learn more
- Signals Manager page in Campaign Manager
- LinkedIn Insight Tag
- FAQ: Universal Event Tracking on the Microsoft Advertising website
- Microsoft Universal Event Tracking on the Microsoft Advertising website
- LinkedIn Insight Tag FAQs
- LinkedIn Ads Agreement