Microsoft Ads pilots UET Insights dashboard with new traffic data

Microsoft Ads is trialling a new dashboard for advertisers called UET Insights.

The new feature, which will display data collected through its Universal Event Tracking Tag, aims to help marketers better understand their campaign’s performance in terms of engagement.

The dashboard. Data will be available in near real-time and won’t be sampled on the new dashboard. It will include the following metrics:

  • Session count.
  • Popular pages.
  • Device breakdown.
  • Country breakdown.
  • Quick backs (the number of sessions where a visitor navigated to a page, then quickly returned to the previous page during the selected time period).
  • Average active time.

New data signals. Additional website performance signals captured by the UET Tag will include:

  • Page latencies (speed and load times).
  • Click and scroll interactions.
  • Purchase cart details.
  • Cart abandonment details.
  • Browser-based signals.
  • JavaScript browser errors.

Awaiting feedback. Microsoft had originally planned to automatically roll out the new dashboard to all advertisers on June 29. However, the tech giant instead decided to launch the new feature in beta on July 25 and give advertisers the choice of whether to opt in. A spokesperson said:

  • “Given that we want to gather more user feedback, we’ll first pilot this directly in Microsoft Advertising online as a beta for advertisers to manually self opt-in.”
  • “Auto-enablement of this feature will happen at a later undetermined time based on the success of the pilot.”

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Why we care. Microsoft has said that it is trialling the new dashboard to give advertisers more insights into their campaign’s performance. If advertisers are able to better understand what’s working and what’s not working in terms of engagement, then they can make better, data-led decisions to implement improvements moving forward. This could result in a better ROI and potentially generate more traffic and conversions.

About UET Tags. Launched (then on Bing Ads) in 2014, a site-wide UET tag powers conversion tracking, remarketing and automated bidding strategies on Microsoft Ads.

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About the author

Nicola Agius

Nicola Agius is Paid Media Editor of Search Engine Land after joining in 2023. She covers paid search, paid social, retail media and more. Prior to this, she was SEO Director at Jungle Creations (2020-2023), overseeing the company’s editorial strategy for multiple websites. She has over 15 years of experience in journalism and has previously worked at OK! Magazine (2010-2014), Mail Online (2014-2015), Mirror (2015-2017), Digital Spy (2017-2018) and The Sun (2018-2020). She also previously teamed up with SEO agency Blue Array to co-author Amazon bestselling book ‘Mastering In-House SEO’.

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