Microsoft Advertising Universal Event Tracking (UET) Tag Setup Guide

Tag Tips

• Use mapping to:

  • Override the standard configuration values
  • Override the E-Commerce extension values
  • Pass custom parameters
  • Set up event triggers

• Mapping to 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 Tealium tag marketplace and add the Microsoft Advertising Universal Event Tracking (UET) tag. For more information, see Manage Tags.

After adding the tag, configure the following settings:

• Tag ID
  Your Microsoft Advertising tag identifier (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:

Standard

Variable	Description
tagid	Tag ID. Your tag identifier provided by Microsoft Advertising.
event_category	Event Category. Sends information about the element or object being tracked. Example: Button
event_action	Event Action. Sends user actions. Example: click, mousedown
event_label	Event Label. Sends informative labels or details about the even goal. Example: Product demo
event_value	Event Value. Sends the numerical value of the event goal.
description	Error Description. The description with the error experienced by the user.
fatal	Error Fatal. Whether the error experienced by the user is fatal.
method	Method. The method associated with the user’s action.
screen_name	Screen Name. The name associated with the screen the user is currently viewing.
search_term	Search Term. The term used in the user’s search.
content_type	Content Type. The type of content selected by the user.
content_id	Content ID. The ID of the content selected by the user.
promotion_creative_name	List of Promotion Creative Names. An array of creative names used in the promotion.
promotion_creative_slot	List of Promotion Creative Slots. An array of creative slot names used in the promotion.
promotion_id	List of Promotion IDs. An array of promotion iDs used in the promotion.
promotion_name	List of Promotion Names. An array of promotion names used in the promotion.
custom.myvar	Custom Property/Parameter. A custom property for you events. Sent with all events, use Event Parameters to set properties for specific events. Replace myvar with the name of your property.

E-Commerce

Variable	Description
checkout_step	Checkout Step The current step of the checkout process the user is on.
checkout_option	Checkout Option The current checkout option chosen by the user.
order_id	Order ID Use to override the default e-commerce value _corder
order_subtotal	Sub Total Use to override the default e-commerce value _csubtotal
order_shipping	Shipping Amount Use to override the default e-commerce value _cship
order_tax	Tax Amount Use to override the default e-commerce value _ctax
order_currency	Currency Use to override the default e-commerce value _ccurrency
order_coupon_code	Promo Code Use to override the default e-commerce value _cpromo
product_id	Array List of Product IDs Use to override the default e-commerce value _cprod
product_name	Array List of Names Use to override the default e-commerce value _cprodname
product_brand	Array List of Brands Use to override the default e-commerce value _cbrand
product_category	Array List of Categories Use to override the default e-commerce value _ccat
product_quantity	Array List of Quantities Use to override the default e-commerce value _cquan
product_unit_price	Array List of Prices Use to override the default e-commerce value _cprice
List of Product Creative Names	Array An array of creative names used for the product.
List of Product Creative Slots	Array An array of creative slots used for the product.
List of Product Location IDs	Array An array of location IDs used for the product.

Events and Engagements

Map to these destinations for triggering specific events on a page.

Use the following steps to trigger an event:

1. Select an event from the drop-down list.
   Choose from the predefined list, or create a custom event.

• For a custom event, enter a name with which to identify it.

1. In the Trigger field, enter the value of the variable being mapped.
2. To map more events, click the plus sign (+) and repeat Steps 1 and 2.
3. Click Apply.
   The event triggers when the value supplied is found in the data layer.

Variable	Description
add_payment_info	Add Payment Info User has added new payment information to the transaction.
add_to_cart	Add to Cart User has added one or more items to a shopping cart.
add_to_wishlist	Add to Wishlist User has added one or more items to a wishlist.
begin_checkout	Begin Checkout User has begun the checkout process.
checkout_progress	Checkout Progress User has exchanged steps in the checkout progress.
exception	Exception The user has encountered an exception.
generate_lead	Generate Lead The user’s action has generated a lead.
login	Login The user has logged in.
page_view	Page View The user has viewed a page.
purchase	Purchase Te user has completed a purchase of one or more products.
refund	Refund The user has requested a refund on one or more products.
remove_from_cart	Remove from Cart The user had removed one or more items from a shopping cart.
screen_view	Screen View The user has viewed a screen.
search	Search The user has searched.
select_content	Select Content The user has selected on one or more content items.
set_checkout_option	Set Checkout Option The user has selected a checkout option for the current checkout step.
share	Share The user has shared content.
sign_up	Sign Up The user has signed up.
timing_complete	Timing Complete The timing information for he user’s page load.
view_item	View Item The user has viewed a singular item, often a detail page.
view_item_list	View Item List The user ahas viewed a list page with one or more items.
view_promotion	View Promotion The user has clicked on a promotion.
view_search_results	View Search Results The user has viewed the results of a search.
custom	Custom Event The user has initiated action related to a custom event.

Product Audience Events

Map to these destinations for triggering specific events on a page.

Use the following steps to trigger an event:

1. Select an event from the drop-down list.
   Choose from the predefined list, or create a custom event.

• For a custom event, enter a name with which to identify it.

1. In the Trigger field, enter the value of the variable being mapped.
2. To map more events, click the plus sign (+) and repeat Steps 1 and 2.
3. Click Apply.
   The event triggers when the value supplied is found in the data layer.

Variable	Description
retail	Retail Send data for retail-based marketing.
travel	Travel Send data for travel-based marketing.
hotel	Hotel Send data for hotel-based marketing.

Event Parameters

Map to these destination if you wish to pass additional data with events mapped earlier.

Parameters are only used with predefined events. To learn how to pass a parameter with a custom event, see Creating a Custom Event Specification.

Use the following steps to pass a parameter with a predefined event:

1. Select an event from the drop-down list.
2. Select a parameter from the drop-down list.
   If using a custom parameter, enter a name with which to identify it.
3. Click Add.

Variable	Description
event_category	Event Category The category desired for the current event. Sends information about the element or object, such as a button being clicked on.
event_action	Event Action The action name desired for the current event. Sends user actions, such as click or mousedown.
event_label	Event Label The label desired for the current event. Sends informative labels or details, such as product demo, about the product goal.
event_value	Event Value Send the numerical value of the event goal for the current event.
custom	Custom Property/Parameter A custom property associated with the current event.
description	Error Description The description of the error experienced by the user.
fatal	Error Fatal Whether or not the error experienced by the user is fatal.
method	Method The method associated with the user’s action.
screen_name	Screen Name The name associated with the current screen the user is viewing.
search_term	Search Term The term used in the user’s search.
content_type	Content Type The type of content selected by the user.
content_id	Content ID The ID of the content selected by the user.
checkout_step	Checkout Step The current step of the checkout process the user is on
checkout_option	Checkout Option The current checkout option chosen by the user.
order_id	Order ID Use this to override the default e-commerce value _corder.
order_total	Order Total Use this to override the default e-commerce value _ctotal.
order_subtotal	Sub Total Use this to override the default e-commerce value _csubtotal.
order_shipping	Shipping Amount Use this to override the default e-commerce value _cship.
order_tax	Tax Amount Use this to override the default e-commerce value _ctax.
order_currency	Currency Use this to override the default e-commerce value _ccurrency.
order_coupon_code	Promo Code Use this to override the default e-commerce value _cpromo.
product_id	List of Product IDs Use this to override the default e-commerce value _cprod.
product_name	List of Names Use this to override the default e-commerce value _cprodname.
product_brand	List of Brands Use this to override the default e-commerce value _cbrand.
product_category	List of Categories Use this to override the default e-commerce value _ccat.
product_quantity	List of Quantities Use this to override the default e-commerce value _cquan.
product_unit_price	List of Prices Use this to override the default e-commerce value _cprice.
product_creative_name	Array List of Product Creative Names An array of creative name used for the product.
product_creative_slot	Array List of Product Creative Slots An array of creative slots used for the product.
promotion_creative_name	Array List of Promotion Creative Names An array of creative names used in the promotion.
promotion_creative_slot	Array List of Promotion Creative Slots An array of creative slot names used in the promotion.
promotion_id	Array List of Promotion IDs An array of promotion IDs used in the promotion.
promotion_name	Array Promotion Names An array of promotion names used in the promotion.

Product Audience Parameters

Map to these destination if you wish to pass additional data with events mapped earlier.

Parameters are only used with predefined events. To learn how to pass a parameter with a custom event, see Creating a Custom Event Specification.

Use the following steps to pass a parameter with a predefined event:

1. Select an event from the drop-down list.
2. Select a parameter from the drop-down list.
   If using a custom parameter, enter a name with which to identify it.
3. Click Add.

Variable	Description
ecomm_prodid	Product ID One or more IDs currently visible to or selected by the user.
ecomm_pagetype	Page Type The current page type visible to the user.
ecomm_totalvalue	Total Value The total value currently associated with the user.
ecomm_category	Category The current category visible to the user.
travel_destid	Destination ID The ID for the destination the user has selected.
travel_originid	Origin ID The ID for the user’s origin location.
travel_startdate	Start Date The date the user wishes to start travel.
travel_enddate	End Date The date the user wishes to end travel.
travel_totalvalue	Total Value The total value of the travel the user wishes to embark on.
hct_bpr	Hotel Base Price The base price of the hotel the user wishes to book.
hct_tpr	Hotel Total Price The total price, including tax and discounts, of the hotel the user wishes to book.
hct_bid	Hotel Booking ID The ID for the user’s booking.
hct_cid	Hotel Checkin Date The checkin date for the user’s stay.
hct_cod	Hotel Checkout Date The checkout date for the user’s stay.
hct_los	Hotel Length of Stay The total length of the user’s stay.
hct_pid	Hotel Partner ID The partner ID for the hotel the user wishes to book.
hct_pagetype	Hotel Page Type The current page type visible to the user.

Product Audience - Retail

Variable	Description
ecomm_prodid	Product ID One or more IDs currently visible to or selected by the user.
ecomm_pagetype	Page Type The current page type visible to the user. One of home, searchresults, category, product, cart, purchase, or other
ecomm_totalvalue	Total Value The total value currently associated with the user.
ecomm_category	Category The current category visible to the user.

Product Audience - Travel

Variable	Description
travel_destid	Destination ID The ID for the destination the user has selected.
travel_originid	Origin ID The ID for the user’s origin location.
travel_pagetype	Page Type The current page type visible to the user. One of home, searchresults, offerdetail, conversionintent, conversion, cancel, or other
travel_startdate	Start Date The date the user wished to start travel. Date format is YYYY-MM-DD
travel_enddate	End Date The date the user wishes to end travel. Date format is YYYY-MM-DD
travel_totalvalue	Total Value The total value of the travel the user wishes to embark on.

Product Audience - Hotel

Variable	Description
hct_base_price	Hotel Base Price The base price of the hotel the user wishes to book.
hct_total_price	Hotel Total Price The total price, including tax and discounts, of the hotel the user wishes to book.
hct_checkin_date	Hotel Checkin Date The check in date for the user’s stay. Date format is YYYY-MM-DD
hct_checkout_date	Hotel Checkout Date The checkout date for the user’s stay. Date format is YYYY-MM-DD
hct_length_of_stay	Hotel Length of Stay The total length of the user’s stay.
hct_partner_hotel_id	Hotel Partner ID The partner ID for the hotel the user wished to book.
hct_booking_ref	Obfuscated Booking Reference Number
hct_pagetype	Hotel Page Type The current page type visible to the user. One of home, searchresults, property, cart, purchase, cancel, or other.

Vendor Documentation

• Tracking sales and other conversions
• What is UET and how can it help me?
• FAQs