First thing:

I AM NOT RESPONSIBLE FOR WHAT HAPPENS TO YOUR CAMPAIGNS WHEN USING THIS TAG, CHECK THE LICENSE FILE!

What is this about?

This is a tag for sending NON offline conversions from your website back to Bing/Microsoft Ads system, using Google Tag Manager Server-side.

Why should I use it?

• If you want to get rid of the UET tag in your website to boost page speed.
• If you want to have more control of the data being sent back to Bing/Microsoft for some reason
• If you want to make your tag implementation faster

How reliable is it?

Even though I have tested it, have in mind that this tag was created using information gathered from outdated sources and also from my own experince. It may not behave correctly for your use case or Bing may change something after its release, so, be sure to test it before going full throttle with your campaigns.

How to use it?

Page Load Event

1. Search for this tag inside the Communit Template Gallery in your Google Tag Manager
2. Install it
3. Inside Microsoft Ads, create a UET Tag if you don't already have one
4. Create your tag using the template, with Event Type Page Load
5. Fill in the fields. You can leave the non-required parameters as they are, they will default to the information from the event data, or you can set them manually, if you do, they will ignore the default event data.
6. Add the trigger for the page_view event
7. Save and test

Custom Event Type

1. Inside Microsoft Ads, create a Conversion Goal
2. Type of conversion: Website
3. Choose your Goal Category
4. Type of Interaction: Event
5. Fill the information about Goal Settings
6. Choose: I don't want to use enhanced conversions (this feature will be added soon)
7. This part is about the UET tag, choose what fits you
8. Once you reach the "Install Event Tag" part, choose: Manual Installation
9. Here you can set the Event Action, Category, Label and Event that you will later use in your tag
10. Create your tag using the template, with Event Type Custom
11. Fill in the fields. You can leave the non-required parameters as they are, they will default to the information from the event data, or you can set them manually, if you do, they will ignore the default event data.

One consideration: the tag may not be able to read or create the _uetmsclkid cookie from the page if a custom domain is not set the for tracking server. In that case you can pass the parameters manually.

Field	Required	Description	Example	Default	Comments
UET Tag ID	Yes	UET tag ID generated for you.	1234567
User ID	No	User-defined identifier for a logged-in customer. This ID remains consistent across different browsers and devices.	3966616149922
Client ID	No	ID from a non-logged user.	a5ia770-97ac68-cd211	client_id
Event	Yes	Can contain only 2 values – pageLoad or custom.	pageLoad
Microsoft Ads Click ID	Yes	Click ID generated by Micrsoft when serving an ad to an user, there are two fields, one for the value from the URL and another for the cookie, because they are treated differently by Microsof Ads. Cookie name: _uetmsclkid Cookie expiration date: 90 days"	292049a17e2413e3a4081719e839afe6-0
Page URL	No	URL of the page. Recommended to be populated. Mandatory if using page URL to create remarketing lists.	https://yourpage.com.br/checkout	page_location
Page Referrer	No	Referrer page URL. Mandatory if using referral page URL to create remarketing lists.	https%3A%2F%2Fwww.bing.com%2F
Page Title	No	Page title. Recommended to be populated. Used for multiple purposes like user behavior modeling and fraud detection.	Tennis%20Balls

Additional parameters sent with custom events

Field	Required	Description	Example	Comments
Event Category	No	Category of the event as defined by the advertiser. This is required if the advertiser is utilizing custom events for conversion tracking or remarketing. This field cannot be used in conjunction with a page load event.	shirts	event_category
Event Label	No	Label for the event as defined by the advertiser. This is required if the advertiser is utilizing custom events for conversion tracking or remarketing. This field cannot be used in conjunction with a page load event.	recommendations	event_label
Event Action	No	Action associated with the event as defined by the advertiser. This is required if the advertiser is utilizing custom events for conversion tracking or remarketing. This field cannot be used in conjunction with a page load event.	add_to_cart	event_action
Event Value	No	Value assigned to the event as defined by the advertiser. This is required if the advertiser is utilizing custom events for conversion tracking or remarketing. This field cannot be used in conjunction with a page load event.	20	event_value
pagetype	No	Represents one of the following page types: Cart, Category, Home, Other, Product, Purchase, Search results. In this context, "Cart" refers to the shopping cart page, and "Purchase" refers to the confirmation page.	Purchase
Product IDs	No	Records a comma-separated list of product IDs that the user has viewed. This parameter supports multiple product IDs when the page displays more than one product. Each product ID is unique to the item on the page and must correspond to either the ID or item_group_id attribute in the product feed submitted through.	pid1,pid2,pid3,pid4,pid5,pid6,pid7,pid8,pid9,pid10	items
Search Term	No	Search query used by the user before landing on the search results page.	tennis%20balls	search_term
Ecommerce Category	No	Category ID for the category browse page.	catABC
Transaction ID	No	An ID that uniquely identifies each transaction.		transaction_id
Ecommerce Items	No	An array that includes details of products, such as product ID and price. This array should be captured on pages and events involving multiple products, such as an add-to-cart event, visiting the cart page, or visiting the purchase confirmation page.	id=prodABCD&quantity=2&price=53.4,id=prodABC&quantity=1&price=121.1
Value	No	Used for conversion tracking to report varying revenue amounts.	24.3	value
Currencty	No	Records the currency in which revenue is reported.	usd	currency

References:

https://help.ads.microsoft.com/#apex/ads/en/60123/-1
https://help.ads.microsoft.com/apex/index/3/en/60122