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Does changing the the UET tag reset an audience?

Claudia Kosny 0 Reputation points
2026-06-12T14:10:31.8966667+00:00

Hi there,
for historical reasons we have multiple UET tags on our website. We now want to adjust the setup to use a single tag that will gather exactly the same data, but website-wide. With regards to conversion tracking everything is clear, but we have quite a few audiences that are based on tags that we want to remove.

The interface for editing an audience allows to change the UET tag for an audience, but according to Copilot this will flush the old audience and it will start gathering users from scratch. The docs at https://help.ads.microsoft.com/#apex/ads/en/56727/-1/#exp61 state that audience members will be flushed after editing an audience if their behaviour does not meet the new audience rules, but I am not sure whether changing the UET tag itself will trigger this, because it has nothing to do with behavioural audience rules.

Therefore my question - does changing the UET tag for an existing audience reset the audience?

If that is the case then would be better to set up new audiences and keep the old tags and audiences until the new audiences are filled. But this would mean quite a lot of extra work so I want to be sure that this is really necessary.

Thanks

Claudia

Microsoft Advertising | Reports | Universal event tracking
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  1. MS Advertising - Len 0 Reputation points Microsoft External Staff Moderator
    2026-06-13T00:50:31.59+00:00

    Hi Claudia Kosny,

    Thank you for using our Microsoft Advertising Learn Q&A Platform!

    I appreciate you reaching out and for providing detailed context around your setup. I completely understand why you’d want to ensure a smooth transition while preserving your existing audience data.

    Indeed, if the audience is edited, Microsoft Advertising is in the process of determining its size which can take 24 hours. What's my audience targeting status?

    To confirm whether updating the associated UET tag will reset the audience, please reply to the private message I sent so we can proceed with further review and support.

    Our support teams are pleased to engage in more in-depth discussions about your account through phone, chat, or email to offer review assistance, please see our support page to reach out!

    Kind regards,

    Len | Microsoft Advertising Support Specialist | 800-518-5689

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