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Setting Up UniPixel With: Microsoft

Microsoft Ads (formerly Bing Ads) uses a Universal Event Tracking (UET) tag for browser-side tracking and a Conversions API (CAPI) for server-side tracking. UniPixel handles both — and connects them with automatic deduplication so Microsoft counts each conversion once.

You need two things from Microsoft: a UET Tag ID and a CAPI Access Token.

The Shopping List

To connect UniPixel with Microsoft Ads, you need:

  1. A Microsoft Advertising account — this is your ads account at ads.microsoft.com.
  2. A UET tag — the tracking tag that Microsoft uses to identify your website.
  3. A CAPI Access Token — this authorises your server to send events directly to Microsoft’s Conversions API.

If you are already running Microsoft Ads and have a UET tag on your site, you likely have items 1 and 2 already. The access token (item 3) is the only new credential most advertisers need.

Already Have Some of These?

UET Tag ID — Go to Microsoft Advertising → Tools → UET tag. Your Tag ID is the numeric ID shown next to your tag name. It is also visible in the UET tag code snippet as the value after ti=.

CAPI Access Token — Go to Microsoft Advertising → Tools → UET tag → select your tag → look for the Conversions API section. If CAPI is available on your account, you will see an option to generate or view your access token here. Copy it — you will paste it into UniPixel.

If you do not see the Conversions API option on your UET tag page, your account may need to be opted in. Contact your Microsoft Advertising account manager or check the Microsoft Advertising help centre for CAPI availability.

If You’re Starting From Scratch

Step 1: Create a Microsoft Advertising Account

Go to ads.microsoft.com and sign up. You can use an existing Microsoft account (Outlook, Hotmail, etc.) or create a new one. Follow the prompts to set up your first ad account.

You do not need to create a campaign or set a budget to use UniPixel. The account just needs to exist.

Step 2: Create a UET Tag

  1. In Microsoft Advertising, go to Tools → UET tag.
  2. Click Create UET tag.
  3. Give it a name (e.g. your website name).
  4. Click Save.
  5. Microsoft will show you a tag code snippet — you do not need to copy or install this code. UniPixel handles the UET tag installation for you. Just note the Tag ID (the numeric value).

Step 3: Get Your CAPI Access Token

  1. On the same UET tag page, select your tag.
  2. Look for the Conversions API section (sometimes labelled “Use Conversions API”).
  3. Click to generate an access token.
  4. Copy the token immediately. Treat it like a password — store it somewhere safe.

This token authorises UniPixel to send conversion data from your server directly to Microsoft. Without it, only client-side tracking will work.

What to Enter in UniPixel

Go to your WordPress admin → UniPixel → Microsoft → Setup. You will see:

  1. Turn On/Enabled — flip this on.
  2. UET Tag ID — paste your numeric Tag ID.
  3. Enable Server-Side Tracking — flip this on to activate the Conversions API.
  4. CAPI Access Token — paste the access token you generated in Step 3.
  5. Click Update Settings.

That is the entire setup. Microsoft is now connected to UniPixel for both client-side and server-side tracking.

What You Don’t Need to Worry About

UniPixel takes care of several things that would otherwise require manual work or additional tools:

  • You do not need to paste the UET tag code into your website. UniPixel loads the Microsoft UET JavaScript tag automatically when the platform is enabled. No editing theme files, no pasting snippets into headers, no extra plugins to inject code.
  • You do not need a tag manager. No Google Tag Manager, no Microsoft Tag Assistant setup. UniPixel sends events directly — both through the browser pixel and through the server API.
  • You do not need a server container or cloud infrastructure. Some tracking setups require a separate cloud server to send server-side events. UniPixel sends them from your existing WordPress server. No extra hosting, no additional bills, no infrastructure to manage.
  • You do not need to configure event mapping in Microsoft Advertising. UniPixel automatically sends the correct event names that Microsoft expects (purchase, add_to_cart, begin_checkout, view_item). You do not need to set up conversion goals manually to start collecting data — though you will want to map goals in Microsoft Advertising later to use the data in your campaigns.
  • You do not need to worry about double counting. UniPixel assigns each event a unique ID and includes it in both the browser-side UET push and the server-side CAPI call. Microsoft uses this ID to merge duplicates automatically.
  • You do not need to handle the msclkid. When someone clicks your Microsoft ad, the URL contains an msclkid parameter. UniPixel captures this automatically and includes it in server-side events, improving attribution accuracy. You do not need to configure anything for this.

Do I Need to Install the UET Tag Code on My Site?

No — if you are using UniPixel to manage Microsoft tracking, UniPixel loads the UET tag for you.

Yes — only if you had the UET tag installed before UniPixel and want to keep using it separately. In that case, go to UniPixel → Microsoft → Setup and look for the “Pixel Already Included” option. This tells UniPixel not to load its own copy of the tag, avoiding duplicates while still sending server-side events.

Does This Handle Both Client-Side and Server-Side?

Yes. When both are enabled:

  • Client-side: UniPixel loads the UET JavaScript tag in the visitor’s browser. Events fire via window.uetq.push() — the standard Microsoft tracking method. This works for all visitors whose browsers allow tracking scripts.
  • Server-side: UniPixel sends the same event data directly from your WordPress server to Microsoft’s Conversions API. This bypasses ad blockers, browser restrictions and cookie limitations entirely. Events that the browser cannot send are still captured.
  • Deduplication: Both the client-side push and the server-side API call include the same event ID. Microsoft matches them and counts the conversion once. You get maximum coverage without inflated numbers.

You can start with client-side only and enable server-side later when you have your access token. Or enable both from the start. UniPixel supports either approach.

What Gets Tracked Automatically?

If you have WooCommerce installed, UniPixel tracks these events for Microsoft automatically:

EventWhen It FiresMicrosoft Event Name
ViewContentVisitor views a product pageview_item
AddToCartProduct added to cartadd_to_cart
InitiateCheckoutCheckout page loadsbegin_checkout
PurchaseOrder confirmation (thank-you page)purchase

Each event includes product data — names, values, currency, transaction IDs — so Microsoft has the detail it needs for conversion reporting and campaign optimisation.

You can also create your own custom events in UniPixel → Microsoft → Events for tracking things like form submissions, button clicks, or element views on any page.

Common Questions

Do I need any other Microsoft plugin? No. UniPixel replaces the need for separate UET tag plugins or Microsoft-specific WooCommerce extensions. One plugin handles the tag, the events, and the server-side API.

Can I use this alongside Google Tag Manager? Yes. If you load the UET tag through GTM, set “Pixel Already Included” in UniPixel. UniPixel will skip loading its own UET tag but will still send server-side events and custom events.

How do I check it is working? Enable the UniPixel Testing Console (General Settings → Testing Console). Visit your site and you will see events logged in real time in your browser console, showing both client-side and server-side sends. In Microsoft Advertising, check your UET tag status — it should show as “Tag active” within a few hours.

What if I do not have the CAPI access token yet? No problem. Enter your UET Tag ID, leave server-side tracking off, and click Update Settings. UniPixel will run client-side tracking immediately. When you get your token later, come back, enable server-side, paste the token, and save. No data is lost in between.

Does this work on non-WooCommerce sites? Yes. The WooCommerce events (Purchase, AddToCart, etc.) require WooCommerce. But PageView tracking and custom events work on any WordPress site — lead gen forms, SaaS signups, content engagement, anything with a CSS selector and a trigger.