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Connect a Microsoft Advertising UET (Universal Event Tracking) Tag ID to a Dynamic QR Code and Scanova serves the UET tag on every scan, so scans start counting toward conversions and remarketing audiences in Microsoft Ads.
In the app, this integration is labeled Microsoft Ads (UET) — the “UET” refers to Microsoft Advertising’s Universal Event Tracking tag, the same mechanism as a Google Ads or Meta pixel. It’s one of four “tracking ID” integrations that share the same setup form — Google Ads, Meta Pixel, and LinkedIn work the same way.

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How it works

Microsoft Ads (UET) is a client-side integration: Scanova never sends your scan data to Microsoft’s servers itself. Instead, when someone scans a QR Code that has this integration attached, they briefly land on an intermediate Scanova page before being redirected to your destination URL. That page loads the UET tag, which runs in the visitor’s browser and reports the event directly to Microsoft Advertising. This has two practical consequences:
  • Scanova can’t confirm delivery. Because the tag fires from the visitor’s browser and never calls back to Scanova, a connection here shows as Connected or Disconnected only — not the active/inactive/awaiting states you’ll see on server-side integrations like webhooks. There’s no “last synced” timestamp to check.
  • Redirection timing matters. If the destination redirect happens instantly, some mobile browsers and privacy-restricted browsers can block the tag before it finishes firing. Setup includes a Redirection delay for tracking accuracy toggle (on by default) to guard against this — see the advanced-settings step below.

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Prerequisites

  • At least one Dynamic QR Code with content already generated. The QR picker in setup only lists Dynamic QR Codes — Static QR Codes and Dynamic QR Codes with no content yet don’t have a redirect step to attach a tag to, so they don’t appear.
  • Your UET Tag ID — a 6- to 16-digit number. Find it in Microsoft Advertising under Tools → UET Tags.
Use a custom domain for QR Codes you’re tracking with the UET tag. Conversion cookies are scoped per domain, so scans redirected through Scanova’s shared default domain can mix audiences across different Scanova customers running the same kind of campaign. A custom domain keeps your conversion data isolated to your own traffic.

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Connecting Microsoft Ads

1

Open the integration

Go to Integrations in the sidebar. If you already have other connections, select Add Integration to open the catalog; if the catalog is already showing, skip this. Find the Microsoft Ads (UET) card under the Marketing & Analytics category and select Setup.This opens a dedicated setup page (not a drawer) — Microsoft Ads is one of the setup kinds that gets a full page instead of a side panel.
2

Enter your UET Tag ID

In the Enter UET Tag ID field, paste your 6- to 16-digit UET Tag ID. Scanova validates the format and shows an inline error if it doesn’t match a valid Tag ID before you can continue.
3

Choose which QR Codes to tag

Under Add tracking code to, choose:
  • Selected QR Codes (the default) — pick specific Dynamic QR Codes from the searchable list that appears, or use its “select all” option to apply to your full current list.
  • All QR Codes — applies the tag to every Dynamic QR Code on the account, present and future.
If you apply the tag to All QR Codes while a specific QR Code also has its own individual tracking-ID integration, only one of the two will actually fire — Scanova shows a note about this conflict when you pick All QR Codes.
4

Review advanced settings

Open the Advanced settings section (open by default) to check Redirection delay for tracking accuracy. Leave it on unless you have a specific reason to redirect instantly — turning it off shows a warning that instant redirects can prevent the tag from firing on mobile or privacy-restricted browsers.
5

Save

Select Connect Microsoft Ads (UET). On success you’re returned to the Integrations connections list, where the new row shows up immediately.

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Managing a connection

Open any Microsoft Ads row in the Integrations connections list to view its details — which QR Codes it’s applied to, when it was created, and its Connected/Disconnected status. Select Edit connection to change the UET Tag ID, scope, or redirection-delay setting; the same form pre-fills with the saved values. Deleting a connection (from the row’s actions, or via bulk select) removes the tag from every QR Code it was applied to.
Because this is a client-side tag, “Disconnected” only means Scanova has stopped serving it — it doesn’t reflect anything about whether Microsoft Advertising is receiving events, which Scanova has no visibility into either way.
  • Google Ads — the same tracking-ID setup form, for Google Ads conversions.
  • Meta Pixel — the same tracking-ID setup form, for Facebook/Instagram conversions.
  • LinkedIn Ads — the same tracking-ID setup form, for LinkedIn Campaign Manager.