vendor/microsoft-uet · vendor documented

UET requests need ti, ver, evt, mid, and a 6-digit rn

ti is the numeric tag ID. ver is the tag version. evt is pageLoad or custom. mid is the per-page event id. rn is a 6-digit cache buster. p and msclkid are recommended. kl is the page title and tw is the page keywords. pagetype is a documented page type such as Purchase, and prodid is a comma-separated product list. Travel tags can send flight_destid, flight_originid, flight_pagetype, flight_startdate, flight_enddate, and a numeric flight_totalvalue. ec, ea, el, and ev belong on custom events, not pageLoad. Microsoft documents this table.

What this pack matches

Hosts: bat.bing.com, bat.bing.net
Paths: /action, /bat.js, /p/action
Vendor docs: learn.microsoft.com/en-us/advertising/msa-help/hlp_ba_conc_uet_parameters_table

Rules

Codes are stable. A finding in CI, MCP, or the playground lands on the same id.

Field	Required	What it checks	Rule ids	Source
`ti`	required	It is the numeric UET tag ID. Microsoft documents ti as required on every event. Fix: Copy the UET tag ID from Microsoft Advertising into the tag snippet.	`vendor.microsoft-uet.param.ti.missing` `vendor.microsoft-uet.param.ti.empty` `vendor.microsoft-uet.param.ti.invalid`	docs
`ver`	required	It is the UET tag version. Microsoft documents ver as required, and 2.3 for a custom implementation. Fix: Send ver as 2.3 on a custom implementation, or the version the generated snippet reports.	`vendor.microsoft-uet.param.ver.missing` `vendor.microsoft-uet.param.ver.empty` `vendor.microsoft-uet.param.ver.invalid`	docs
`evt`	required	It names the event. Microsoft documents evt as required, and only pageLoad or custom. Fix: Send evt=pageLoad on a page view, or evt=custom on a custom event.	`vendor.microsoft-uet.param.evt.missing` `vendor.microsoft-uet.param.evt.empty` `vendor.microsoft-uet.param.evt.invalid`	docs
`mid`	required	It identifies events from a single page. Microsoft documents mid as a unique identifier that must change when the page changes. Fix: Send a fresh mid per page, such as a GUID.	`vendor.microsoft-uet.param.mid.missing` `vendor.microsoft-uet.param.mid.empty`	docs
`rn`	required	It is a cache buster. Microsoft documents rn as a required random 6-digit number. Fix: Send a random 6-digit rn on every fire.	`vendor.microsoft-uet.param.rn.missing` `vendor.microsoft-uet.param.rn.empty` `vendor.microsoft-uet.param.rn.invalid`	docs
`p`	recommended	It is the page URL. Microsoft documents p on pageLoad events, and as mandatory when page URL remarketing lists are used. Fix: Send the absolute page URL in p.	`vendor.microsoft-uet.param.p.missing` `vendor.microsoft-uet.param.p.empty` `vendor.microsoft-uet.param.p.invalid`	docs
`r`	optional	It is the referrer URL. Microsoft documents r on pageLoad events. Fix: Send the absolute referrer URL in r, or omit it.	`vendor.microsoft-uet.param.r.empty` `vendor.microsoft-uet.param.r.invalid`	docs
`uid`	optional	It is a customer-defined logged-in user ID that stays the same across browsers and devices.	`vendor.microsoft-uet.param.uid.empty`	docs
`vid`	optional	It is a customer-defined anonymous user ID.	`vendor.microsoft-uet.param.vid.empty`	docs
`msclkid`	recommended	It is the Microsoft Click ID. Microsoft documents a 32-hex GUID plus -0 or -1, an optional N when cookies are blocked, or N alone when no click exists. Fix: Forward the _uetmsclkid cookie as {guid}-0 or {guid}-1, or send N when there is no click.	`vendor.microsoft-uet.param.msclkid.missing` `vendor.microsoft-uet.param.msclkid.empty` `vendor.microsoft-uet.param.msclkid.invalid`	docs
`kl`	optional	It is the page title. Microsoft documents kl on pageLoad events. Fix: Send the page title in kl, or drop the empty pair.	`vendor.microsoft-uet.param.kl.empty`	docs
`tw`	optional	It is the SEO meta keywords for the current page. Microsoft documents tw on pageLoad events. Fix: Send the page keywords in tw, or drop the empty pair.	`vendor.microsoft-uet.param.tw.empty`	docs
`pagetype`	optional	It is the page type on a custom event. Microsoft documents Cart, Category, Home, Other, Product, Purchase, and Search results. Fix: Send a documented pagetype such as Purchase or Product.	`vendor.microsoft-uet.param.pagetype.empty` `vendor.microsoft-uet.param.pagetype.invalid`	docs
`prodid`	optional	It is a comma-separated list of product IDs. Microsoft documents prodid as matching the ID or item_group_id in the MMC product feed. Fix: Send one or more product IDs, comma-separated, such as Prod123456.	`vendor.microsoft-uet.param.prodid.empty` `vendor.microsoft-uet.param.prodid.invalid`	docs
`search_term`	optional	It is the search query that led to the search results page. Microsoft documents search_term on custom events. Fix: Send the search query in search_term, or drop the empty pair.	`vendor.microsoft-uet.param.search_term.empty`	docs
`ecomm_category`	optional	It is the category ID on a category browse page. Microsoft documents ecomm_category on custom events. Fix: Send the category ID in ecomm_category, or drop the empty pair.	`vendor.microsoft-uet.param.ecomm_category.empty`	docs
`transaction_id`	optional	It is a unique transaction ID. Microsoft documents transaction_id on custom events. Fix: Send a unique transaction ID, or drop the empty pair.	`vendor.microsoft-uet.param.transaction_id.empty`	docs
`items`	optional	It is the product array on a custom event. Microsoft documents `items` as a JSON array of objects with `id`, `quantity`, and `price`. Fix: Send `items` as a JSON array, such as `[{"id":"Prod123456","quantity":2,"price":25.1}]`.	`vendor.microsoft-uet.param.items.empty` `vendor.microsoft-uet.param.items.invalid`	docs
`ecomm_pagetype`	optional	It is the ecommerce page type. Microsoft documents home, searchresults, category, product, cart, purchase, and other. Fix: Send a documented ecomm_pagetype such as purchase or product.	`vendor.microsoft-uet.param.ecomm_pagetype.empty` `vendor.microsoft-uet.param.ecomm_pagetype.invalid`	docs
`ecomm_prodid`	optional	It is the product ID list for dynamic remarketing. Microsoft documents ecomm_prodid as matching the feed id or item_group_id. Fix: Send one or more product IDs in ecomm_prodid, or drop the empty pair.	`vendor.microsoft-uet.param.ecomm_prodid.empty`	docs
`ecomm_totalvalue`	optional	It is the cart or purchase total. Microsoft documents ecomm_totalvalue as a number. Fix: Send a number such as 50.20, with no currency symbol.	`vendor.microsoft-uet.param.ecomm_totalvalue.empty` `vendor.microsoft-uet.param.ecomm_totalvalue.invalid`	docs
`ecomm_query`	optional	It is the search query on a search-results page. Microsoft documents ecomm_query on custom events. Fix: Send the search query in ecomm_query, or drop the empty pair.	`vendor.microsoft-uet.param.ecomm_query.empty`	docs
`ec`	optional	It is the custom event category. Microsoft documents ec on custom events, and forbids it on pageLoad.	`vendor.microsoft-uet.param.ec.empty`	docs
`ea`	optional	It is the custom event action. Microsoft documents ea on custom events, and forbids it on pageLoad.	`vendor.microsoft-uet.param.ea.empty`	docs
`el`	optional	It is the custom event label. Microsoft documents el on custom events, and forbids it on pageLoad.	`vendor.microsoft-uet.param.el.empty`	docs
`ev`	optional	It is the custom event value. Microsoft documents ev as numeric, on custom events only. Fix: Send a number such as 42, not a currency string.	`vendor.microsoft-uet.param.ev.empty` `vendor.microsoft-uet.param.ev.invalid`	docs
`flight_destid`	optional	It is the flight destination ID. Microsoft documents flight_destid on the travel parameter table. Fix: Send the destination ID in flight_destid, or drop the empty pair.	`vendor.microsoft-uet.param.flight_destid.empty`	docs
`flight_originid`	optional	It is the flight origin ID. Microsoft documents flight_originid on the travel parameter table. Fix: Send the origin ID in flight_originid, or drop the empty pair.	`vendor.microsoft-uet.param.flight_originid.empty`	docs
`flight_pagetype`	optional	It is the flight page type. Microsoft documents flight_pagetype on the travel parameter table. Fix: Send the flight page type in flight_pagetype, or drop the empty pair.	`vendor.microsoft-uet.param.flight_pagetype.empty`	docs
`flight_startdate`	optional	It is the flight start date. Microsoft documents flight_startdate on the travel parameter table. Fix: Send the start date in flight_startdate, or drop the empty pair.	`vendor.microsoft-uet.param.flight_startdate.empty`	docs
`flight_enddate`	optional	It is the flight end date. Microsoft documents flight_enddate on the travel parameter table. Fix: Send the end date in flight_enddate, or drop the empty pair.	`vendor.microsoft-uet.param.flight_enddate.empty`	docs
`flight_totalvalue`	optional	It is the flight total value. Microsoft documents flight_totalvalue on the travel parameter table. Other UET value fields are numbers with no currency symbol. Fix: Send a number such as 249.00, with no currency symbol.	`vendor.microsoft-uet.param.flight_totalvalue.empty` `vendor.microsoft-uet.param.flight_totalvalue.invalid`	docs
`gv`	optional	It is variable revenue for conversion tracking. Fix: Send a number such as 20.55, with no currency symbol.	`vendor.microsoft-uet.param.gv.empty` `vendor.microsoft-uet.param.gv.invalid`	docs
`gc`	optional	It is the ISO 4217 currency of gv. Fix: Send the three-letter code, such as USD.	`vendor.microsoft-uet.param.gc.empty` `vendor.microsoft-uet.param.gc.invalid`	docs
`pageload_forbids_custom_event_fields`	required	A pageLoad event carries a custom-event field. Microsoft documents ec, ea, el, and ev as custom-event parameters that cannot be used with pageLoad. Fix: Drop ec, ea, el, and ev from pageLoad, or set evt=custom.	`vendor.microsoft-uet.pageload_forbids_custom_event_fields`	docs

Validate a payload

pixellint validate url "$ARTIFACT" --rulepack vendor/microsoft-uet

Try this failing payload in the playground. UET action missing ti.

https://bat.bing.com/action/0?evt=pageLoad

cargo install pixellint · npm install pixellint