• by Laurie Sullivan  @lauriesullivan, May 30, 2023

Microsoft Ads will begin to collect additional website data through its Universal Event Tracking Tag to power Insights from universal event tracking (UET). The dashboard for advertisers will begin rolling out July 3, 2023, for existing UET tags.

Understanding and measuring user engagement on a company’s website is important. This feature includes new data collection to provide valuable insights and improve ad targeting.

The data will have the ability to identify business needs and drive more traffic and conversions. It aims to help advertisers better understand user engagement and improve ad targeting, during a time when data continues to become scarce.

Through the dashboard, data becomes available in near real-time. The metrics it will include range from average active time, session count, popular pages, and breakdowns by device and by country, to quick backs, described as the number of sessions where a visitor navigated to a page, then quickly returned to the previous page during the selected time period.

Website performance signals captured by the UET Tag will include cart abandonment details, page latencies, click and scroll interactions, purchase cart details, browser-based signals, and JavaScript browser errors.

To disable the automatic upgrade, users need to complete the opt-out form by June 26.