Microsoft's UET Tag & Conversion Goals
Microsoft uses one shared tracking tag across your whole site, then defines separate conversion goals on top of it.
What it means
Microsoft Advertising's tracking works differently from Google's: instead of separate tags per action, you place one Universal Event Tracking (UET) tag across your entire site, and then define conversion goals — like a specific page visited, an event, a time-on-site duration, or pages viewed — on top of that single tag. Google calls the equivalent things "conversion actions"; Microsoft calls them "conversion goals."
Why it matters
If you're used to Google Ads, it's easy to expect a separate tag per goal — on Microsoft, you only need to install the UET tag once, then add and configure new goals from it without touching your site's code again.
ask datanephew
Do I need to add new tracking code every time I want to track something new on Microsoft?
No — ask datanephew to confirm your UET tag is installed once, then new conversion goals can typically be defined from that single tag without further code changes.