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Navigating the dynamic world of digital advertising requires a keen understanding of user engagement and the ability to fine-tune ad campaigns for optimal performance. To aid in this, Microsoft has launched new insights for Universal Event Tracking (UET) tags.
This feature, set to be automatically enabled for existing universal event tracking tags from July 3, is designed to help advertisers understand user engagement and improve ad campaigns through enhanced data collection methods for more precise ad targeting.
This development positions Microsoft as a leader in the digital advertising space, offering a tool that promises to transform the way advertisers approach their strategies.
Table of Contents
Understanding the Microsoft UET Tag
Before we delve into the new insights feature, let’s first understand what a Microsoft universal event tracking tag is. A UET tag is a powerful tool provided by Microsoft Advertising that tracks customer activities on your website after they click on your ad. This tag is embedded across your website, enabling Microsoft Advertising to gather pertinent data.
The data collected by the UET tag empowers advertisers to monitor conversion objectives and create specific remarketing lists. This allows for more effective audience targeting.
The UET tag is capable of tracking various conversion goals, including purchases, sign-ups, downloads, and more. It can even track custom goals and events set up by the advertiser.
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The Power of UET Insights
The newly introduced UET Insights feature amplifies the capabilities of universal event-tracking tags. It offers several advancements designed to provide a more comprehensive understanding of website user interactions.
More Powerful Website Data in a Built-In Dashboard
One of the standout features of UET Insights is its robust built-in dashboard for website data. This dashboard simplifies the process of understanding user engagement, allowing businesses to fine-tune their web pages and optimize targeting for enhanced conversions.
UET Insights provides a wealth of data, including a breakdown of sessions based on the country of origin and device type, data on quick backs (customers who spend only a few seconds on your website), and information on the duration visitors spend on your website.
Improved Advertising Performance
But that’s not all. UET Insights also includes additional indicators like page latencies, encompassing speed and load times, interactions such as clicks and scrolls, specifics of purchase carts, details related to cart abandonment, browser-related signals, and JavaScript browser errors.
How UET Insights Benefits Advertisers
The benefits of UET Insights extend beyond providing a thorough comprehension of your website’s performance. They help advertisers enhance the effectiveness of ads through refined targeting, fraud detection, and minimizing conversion loss.
All these factors contribute to a richer understanding of user behavior and website performance, leading to more efficient advertising strategies.
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Activating UET Insights
The good news for advertisers is that activating UET Insights doesn’t require coding. Existing tags will be automatically updated on the backend, while any new tags created in the future will be pre-equipped with UET Insights.
The collected data is processed and presented almost instantly on the UET dashboard. There’s no data sampling involved, ensuring that the information you receive is complete and representative.
Advertisers maintain full control over UET Insights and can choose to turn them off if needed. For a more in-depth understanding of this feature, it’s recommended to check out the help page provided by Microsoft.
Conclusion
Microsoft’s new UET Insights feature is a game-changer for advertisers. By providing a wealth of data and insights, it empowers advertisers to understand user engagement better, optimize their ad campaigns, and ultimately, achieve better results.
