Microsoft UET Conversion API tag

The Microsoft UET Conversion API tag developed by the Stape team creates a smooth integration between Microsoft Ads and the server Google Tag Manager. This server-to-server setup ensures more accurate and reliable conversion tracking.

The tag supports both standard Page Load events and Custom events, and it can automatically inherit and map events from a Google Analytics 4 (GA4) data stream.

Key benefits

• Higher data accuracy - server-side tracking minimizes common issues with client-side methods, such as browser privacy restrictions and ad blockers, ensuring more reliable data.
• Better website performance - since tracking scripts run on the server rather than in users’ browsers, web pages load faster, creating a smoother customer experience.
• Simplified privacy compliance - server-side tracking gives you greater control over data handling, making it easier to meet regulatory requirements like GDPR and CCPA.

Useful links:

• Microsoft UET Conversion API tag on GitHub
• Step-by-step guide on Microsoft Conversion API integration