This article describes how to set up the Microsoft Advertising UET tag in your Tealium iQ Tag Management account.

Microsoft Advertising UET Tag is used for track conversions and re-messaging.

In this article:

Tag Tips

  • Use mapping to:
    - Override the standard config values
    - Override the E-Commerce extension values
    - Pass custom parameters
    - Set up event triggers
  • Mapping to a Custom Property/Parameter in the Standard tab sends that parameter with all events. Use the Event Parameters tab to send data only to certain events
  • Supports the following E-Commerce extension values:
    - Order ID
    - Order Sub Total
    - Order Shipping
    - Order Tax
    - Order Currency
    - Order Coupon/Promo Code
    - List of Product IDs
    - List of Names
    - List of Brands
    - List of Categories
    - List of Quantities
    - List of Prices

Tag Configuration

First, go to the tag marketplace and add the Microsoft Advertising UET tag (Learn more about how to add a tag).

After adding the tag, configure the following settings:

  • Tag ID: Your Microsoft Advertising Tag ID

Data Mappings

Mapping is the process of sending data from a data layer variable to the corresponding destination variable of the vendor tag. For instructions on how to map a variable to a tag destination, see data mappings.

The available categories are:


Variable Description
Tag ID (tagid)
Event Category (event_category)
Event Action (event_action)
Event Label (event_label)
Event Value (event_value)
Error Description (description)
Error Fatal (fatal)
Method (method)
Screen Name (screen_name)
Search Term (search_term)
Content Type (content_type)
Content ID (content_id)
List of Promotion Creative Names (promotion_creative_name)
List of Promotion Creative Slots (promotion_creative_slot)
List of Promotion IDs (promotion_id)
List of Promotion Names (promotion_name)
Custom Property/Parameter (custom.myvar)


Variable Description
Checkout Step (checkout_step)
Checkout Option (checkout_option)
Order ID (order_id) (Overrides _corder)
Sub Total (order_subtotal) (Overrides _csubtotal)
Shipping Amount (order_shipping) (Overrides _cship)
Tax Amount (order_tax) (Overrides _ctax)
Currency (order_currency) (Overrides _ccurrency)
Promo Code (order_coupon_code) (Overrides _cpromo)
List of Product IDs (product_id) (Overrides _cprod) [Array]
List of Names (product_name) (Overrides _cprodname) [Array]
List of Brands (product_brand) (Overrides _cbrand) [Array]
List of Categories (product_category) (Overrides _ccat) [Array]
List of Quantities (product_quantity) (Overrides _cquan) [Array]
List of Prices (product_unit_price) (Overrides _cprice) [Array]
List of Product Creative Names  
List of Product Creative Slots  
List of Product Location IDs  

Events and Engagements

Variable Description
Add Payment Info (add_payment_info) add_payment_info
Add to Cart (add_to_cart) add_to_cart
Add to Wishlist (add_to_wishlist) add_to_wishlist
Begin Checkout (begin_checkout) begin_checkout
Checkout Progress (checkout_progress) checkout_progress
Exception (exception) exception
Generate Lead (generate_lead) generate_lead
Login (login) login
Page View (page_view) page_view
Purchase (purchase) purchase
Refund (refund) refund
Remove from Cart (remove_from_cart) remove_from_cart
Screen View (screen_view) screen_view
Search (search) search
Select Content (select_content) select_content
Set Checkout Option (set_checkout_option) set_checkout_option
Share (share) share
Sign Up (sign_up) sign_up
Timing Complete (timing_complete) timing_complete
View Item (view_item) view_item
View Item List (view_item_list) view_item_list
View Promotion (view_promotion) view_promotion
View Search Results (view_search_results) view_search_results
Custom Event Custom

Product Audience Events

Variable Description
Retail (retail) retail
Travel (travel) travel
Hotel (hotel) hotel

Event Parameters

Variable Description
Event Category event_category
Event Action event_action
Event Label event_label
Event Value event_value
Custom Property/Parameter Custom
Error Description description
Error Fatal fatal
Method method
Screen Name screen_name
Search Term search_term
Content Type content_type
Content ID content_id
Checkout Step checkout_step
Checkout Option checkout_option
Order ID order_id
Order Total order_total
Revenue Value revenue_value
Sub Total order_subtotal
Shipping Amount order_shipping
Tax Amount order_tax
Currency order_currency
Promo Code order_coupon_code
List of Product IDs product_id
List of Names] product_name
List of Brands product_brand
List of Categories product_category
List of Quantities product_quantity
List of Prices product_unit_price
List of Product Creative Names product_creative_name
List of Product Creative Slots product_creative_slot
List of Promotion Creative Names promotion_creative_name
List of Promotion Creative Slots promotion_creative_slot
List of Promotion IDs promotion_id
List of Promotion Names promotion_name

Product Audience Parameters

Variable Description
Product ID ecomm_prodid
Page Type ecomm_pagetype
Total Value ecomm_totalvalue
Category ecomm_category
Destination ID travel_destid
Origin ID travel_originid
Page Type travel_pagetype
Start Date travel_startdate
End Date travel_enddate
Total Value travel_totalvalue
Hotel Base Price hct_base_price
Hotel Total Price hct_total_price
Obfuscated Booking Reference Number hct_booking_xref
Hotel Checkin Date hct_checkin_date
Hotel Checkout Date hct_checkout_date
Hotel Length of Stay hct_length_of_stay
Hotel Partner ID hct_partner_hotel_id
Hotel Page Type hct_pagetype

Product Audience - Retail

Variable Description
Product ID (ecomm_prodid)
Page Type (ecomm_pagetype) [home, searchresults, category, product, cart, purchase, other]
Total Value (ecomm_totalvalue)
Category (ecomm_category)

Product Audience - Travel

Variable Description
Destination ID (travel_destid)
Origin ID (travel_originid)
Page Type (travel_pagetype) [home, searchresults, offerdetail, conversionintent, conversion, cancel, other]
Start Date (travel_startdate) [YYYY-MM-DD]
End Date (travel_enddate) [YYYY-MM-DD]
Total Value (travel_totalvalue)

Product Audience - Hotel

Variable Description
Hotel Base Price (hct_base_price)
Hotel Total Price (hct_total_price)
Hotel Checkin Date (hct_checkin_date) [YYYY-MM-DD]
Hotel Checkout Date (hct_checkout_date) [YYYY-MM-DD]
Hotel Length of Stay (hct_length_of_stay)
Hotel Partner ID (hct_partner_hotel_id)
Obfuscated Booking Reference Number (hct_booking_xref)
Hotel Page Type (hct_pagetype) [home, searchresults, property, cart, purchase, cancel, other]