Debug Bing Ads in Chrome DevTools

What Bing Ads traffic looks like

Microsoft Advertising's Universal Event Tracking (UET) is one tag for both audience building and conversion goals: a single ti tag ID on every hit.

Endpoint pattern

Loads bat.bing.com/bat.js, reports to bat.bing.com/action/0; sibling hosts bat.r.msn.com, c.bing.com, and bat.bing.net

Transport

Image-style GET beacons; single-page apps emit spa markers on virtual page loads

Key parameters

ti tag ID · evt=pageLoad with p page URL, r referrer, tl title · ec/ea/el/ev the category/action/label/value quartet on custom events · gv/gc goal value and currency for revenue goals · asc consent signal reflecting consent-mode state on newer UET versions

E-commerce

ecomm_pagetype, ecomm_prodid, ecomm_category, ecomm_totalvalue, and transaction_id

Cookies

msclkid: the Microsoft click ID captured from the ad landing URL, persisted in _uetmsclkid, alongside the _uetsid session and _uetvid visitor cookies

Debugging Bing Ads with Event Watcher

• A dedicated UET parser: hits appear under their evt or ea name, with tag ID, goal value, and msclkid in the overview.
• The detail view groups the decoded request: ec/ea/el/ev/gv/gc under Conversion; ecomm_* fields, currency, transaction ID, and items in an E-Commerce table; msclkid under Identity; page, device, and SPA flags in their own groups.
• The Cookies section shows the _uet* cookies being set and sent, the fastest way to confirm click-ID persistence.

Bing Ads and consent

The extension checks UET against marketing consent, marking any bat.bing.com beacon that precedes the grant as pre-consent or denied.

UET supports a Google-style consent mode where the tag adapts to denied ad-storage consent, but the common deployment is still a plain tag that either fires or is CMP-gated.

When a site claims consent mode is active, check the beacon parameters for the consent signal and confirm the _uet* cookies are absent in the denied state. A denied-state hit that still sets _uetmsclkid is the finding worth reporting.

Common debugging scenarios

• Conversion goal never registers. Check whether custom events carry the ea/el values the goal definition expects; a destination-URL goal instead depends on clean p values on pageLoad hits.
• Revenue missing on purchase goals. Verify gv (or ecomm_totalvalue) and the currency on the conversion hit; UET revenue silently drops when only the label is sent.
• UET duplicated by import setups. Sites migrating from Google often run two UET tags. Group by Tool and compare ti values across hits.
• SPA route changes untracked. Look for beacons with the spa marker on navigation; their absence means the UET SPA hookup is missing.
• Cross-checking against the Google stack. UET is usually configured to mirror Google Ads conversions. Compare against Google Ads Conversion hits on the same user action to spot divergence, and use audit all tracking pixels for the full sweep.