In modern digital marketing, advertising effectiveness directly depends on data quality. That is why Microsoft Advertising provides Universal Event Tracking (UET), a tool that tracks every user interaction on a website through events.

With universal tracking, businesses can not only monitor behavior but also extract real value from every user action — from page views to e-commerce purchases. This is especially relevant for campaigns in Microsoft Ads and the Bing search engine.

For Odoo Website and eCommerce users, solutions from Garazd Creation simplify integration by providing ready-to-use modules instead of complex custom development.

Garazd Creation provides a structured list of apps for integrating Microsoft Universal Event Tracking into Odoo:

• Microsoft UET Tag (basic)
• Microsoft Universal Event Tracking (advanced)
• Microsoft UET Conversions API (full integration)

These solutions follow a layered approach: each subsequent module extends the previous one by adding more events, parameters, and business value.

The Odoo Microsoft UET Tag is a free app that adds the JavaScript tag (BingUET) to every page of an Odoo website:

Key features:

• Automatic tag insertion on all pages
• Tracking of a single event — PageView
• Basic tracking without detailed data
• Quick setup without complex configuration

This app serves as an entry point for using Microsoft Advertising, but its functionality is limited and does not meet e-commerce requirements.

The Odoo Microsoft Universal Event Tracking module significantly extends the base functionality and provides full event tracking.

Key Capabilities

• 01
  Full eCommerce event tracking list:
• View Product
• View Product List
• Search Products
• Add To Cart
• Remove from Cart
• Add to Wishlist
• Begin Checkout
• Add Payment Info
• Add Shipping Info
• Purchase
• Login
• 02
  Internal user activity logging in Odoo:

• 03
  Cookie consent configuration via the Odoo Cookies Bar:

• 04
  Multi-website support (set on tracking service-level):

• 05
  Transmission of extended parameters via product arrays:

• 06
  Enhanced Сonversions with hashed email and phone data:

Each event in this module provides higher value, enabling deeper behavior analysis and more effective use of data in advertising campaigns.

The solution is fully adapted to modern e-сommerce requirements.

The Odoo Microsoft UET Conversions API module extends previous solutions and provides full API-based integration.

Key Capabilities

• 01
  Sending every event via API:

• 02
  Flexible scheduling (e.g., every 30 minutes):

• 03
  Additional parameters: IP address and User Agent:

• 04
  Support for two modes:

• Browser + API
• API only
• 05
  Event deduplication using Event ID:

This ensures maximum data value and improves ad performance in Microsoft Advertising.

It is especially important for large-scale commerce projects where the accuracy of each event is critical.

For any eCommerce project, it is essential to:

• Track every event
• Understand user behavior on the website
• Extract real value from data
• Optimize ads campaigns

Integration with Microsoft Advertising and the use of Universal Event Tracking provide full control over analytics.

Universal Event Tracking is a key component for effective tracking and scaling of commerce businesses.

Garazd Creation apps allow you to:

• Quickly implement a ready-made integration
• Access a complete list of tracking events
• Maximize the value of each user action

For Odoo eCommerce projects, implementing UET is a strategic step toward growth, optimization, and improved advertising performance.