Microsoft Ads reaches 36% of US desktop search traffic—and most WooCommerce stores aren’t tracking any of it. While you’ve carefully configured Google Ads and Facebook CAPI, Bing conversions are probably invisible. The UET tag either isn’t installed, gets blocked by ad blockers, or fails silently because of missing consent signals.

As of May 5, 2025, Microsoft Consent Mode became mandatory for EEA, UK, and Switzerland traffic. Without proper consent implementation, your Bing conversion tracking simply stops working for those regions. Server-side tracking solves both problems at once.

What is UET and Why Does It Matter?

UET (Universal Event Tracking) is Microsoft’s tracking pixel—the Bing equivalent of Facebook’s Pixel or Google’s gtag. It’s required for conversion tracking, audience building, and remarketing in Microsoft Ads campaigns.

Without UET, Microsoft Ads has no idea which clicks lead to purchases. Your campaigns optimize blind. Your ROAS calculations are wrong. Your remarketing audiences stay empty.

Here’s the problem: most WordPress tracking plugins focus on Google and Facebook. Bing is an afterthought—if it’s included at all. Your WooCommerce store probably tracks GA4 purchases, sends events to Facebook CAPI, but leaves Microsoft Ads completely in the dark.

You may be interested in: Do You Still Need the Facebook Pixel If You Have Server-Side Tracking?

The Microsoft Consent Mode Requirement

Google introduced Consent Mode. Meta introduced Limited Data Use. Now Microsoft has joined the privacy compliance party.

As of May 5, 2025, Microsoft Consent Mode is mandatory for traffic from the European Economic Area, UK, and Switzerland. If your UET tag doesn’t communicate user consent status, Microsoft disables conversion tracking for those visitors.

The impact varies by your traffic mix. If you sell primarily to US customers, you might not notice. If 30% of your traffic comes from Europe? That’s 30% of your conversions going unreported.

Without consent mode properly implemented: “You risk losing conversion data, audience insights, and the ability to run effective campaigns.” That’s from Microsoft’s own documentation.

Why Client-Side Bing Tracking Fails

The standard UET implementation loads a JavaScript file in the browser and fires events when users take actions. Simple in theory. Problematic in practice.

31.5% of users globally run ad blockers (Statista, 2024). Ad blockers specifically target tracking scripts like UET. Your Bing tag loads on 70% of visits. The other 30%? Invisible.

Browser privacy features compound the problem. Safari limits third-party cookie access. Firefox blocks known trackers by default. Brave blocks everything. Each browser update adds more restrictions.

The result: your Microsoft Ads dashboard shows fewer conversions than actually occurred. Your campaigns optimize toward the visible conversions, not the real ones. Your bidding becomes inefficient. Your ROAS calculations are fiction.

Server-Side UET: The Better Approach

Microsoft Ads supports server-side conversion tracking via their Conversion Goal API. Instead of relying on a browser-based tag, your server sends conversion events directly to Microsoft.

Server-side benefits for Bing tracking:

• Ad blocker immunity: Server-to-server communication bypasses browser extensions entirely
• Consent handling: Your server can fire modeled conversions even without explicit consent
• Data control: You decide what data reaches Microsoft, with proper PII hashing
• Reliability: Server infrastructure is more stable than browser JavaScript

You may be interested in: Server-Side Data Routing: WooCommerce Controls Your Data, Shopify Doesn’t

The challenge? Setting up server-side Bing integration typically requires custom development. Most WordPress stores don’t have the technical resources to build and maintain API integrations with Microsoft’s conversion endpoints.

Multi-Platform Tracking: Why Bing Shouldn’t Be Separate

Here’s the thing: tracking Bing separately from Google and Facebook creates unnecessary complexity. You’re managing three different integrations, three different consent implementations, three different points of failure.

Smarter approach: one server-side integration that routes to all platforms simultaneously.

When a WooCommerce purchase happens, a single event capture sends that conversion to GA4, Facebook CAPI, Google Ads Enhanced Conversions, and Microsoft Ads Conversion Goals—all from one codebase. Same event. Same data. Multiple destinations.

This eliminates the “we track Google but forgot about Bing” problem. Every configured destination receives every conversion. No platform gets left behind.

How Transmute Engine Routes to Microsoft Ads

Transmute Engine™ is a first-party Node.js server that runs on your subdomain, receiving events from the inPIPE WordPress plugin. When WooCommerce records a purchase, inPIPE captures the conversion data and sends it via API to your Transmute Engine server.

Transmute Engine then formats the event for each destination. GA4 gets Measurement Protocol format. Facebook gets CAPI format. Google Ads gets Enhanced Conversions format. And Microsoft Ads gets Conversion Goal API format—with proper hashing, consent signals, and click attribution.

One WordPress plugin. One server. All your ad platforms covered—including the Bing tracking most stores miss entirely.

Key Takeaways

• Microsoft Ads reaches 36% of US desktop search—too significant to ignore
• UET is required for Bing conversion tracking and remarketing audiences
• Microsoft Consent Mode became mandatory May 5, 2025 for EEA/UK/Switzerland
• Client-side UET gets blocked by the same ad blockers that affect other tracking
• Server-side integration routes to Bing alongside Google and Facebook from one system

Stop leaving Bing conversions on the table. Learn how Transmute Engine tracks Microsoft Ads alongside all your platforms.