Microsoft Ads Advanced Options

This page covers the Microsoft Ads settings that the standard setup does not need. Use it to confirm your UET Tag, add a conversion goal for another event, or fix a goal that does not trigger. For the setup itself, see Microsoft Ads.

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Plan availability. Every plan tracks Microsoft Ads traffic and imports campaign metrics. The Starter plan and higher send your conversions to Microsoft Ads through the Conversion API. See the plan comparison.

Find the UET Tag ID

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You do not need the UET Tag ID to set up the integration. AnyTrack connects to Microsoft Advertising with one sign-in and lists your UET Tags for you. To use a new tag, select Create a Microsoft UET tag during the connection. See Connect Your Microsoft Ads Account.

Use these steps to confirm which UET Tag AnyTrack connected.

1. In Microsoft Advertising, open Conversions, then UET tag.
2. Select the tag. The Tag ID shows in the right panel.

Find the UET Tag ID in Microsoft Ads.

Load the UET Tag Through the Tracking Tag

The Tracking Tag loads the UET Tag on your site by default. You add no Microsoft code to your pages. The Tracking Tag initializes the UET Tag, so AnyTrack adds the tracking parameters from the first page load.

A UET Tag that you install by hand or through a plugin loads before AnyTrack can configure it. Events from that tag can miss parameters, which lowers the match rate. Remove that copy after you confirm that AnyTrack delivers your conversions.

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The browser-loaded UET Tag sends the PageView event. It does not send your conversions. AnyTrack sends every conversion to Microsoft Ads through the Conversion API, server to server. A browser debug tool therefore shows the UET Tag and PageView, and it never shows a conversion. See Validate Microsoft Ads Setup.

You can stop the Tracking Tag from loading the UET Tag in the browser. Open the settings of your Microsoft Advertising pixel and turn off Enable Pixel Tracking. AnyTrack does not recommend this change. Conversions still reach Microsoft Ads through the Conversion API.

Standard Event Mapping for Microsoft Ads

When you connect Microsoft Advertising, AnyTrack reads the conversion goals that already exist in your Microsoft Ads account. AnyTrack then maps each standard event to its matching conversion goal and counts the missing goals. To change a mapping during the connection, select a different conversion goal. When you click Create goals and connect, AnyTrack creates the missing goals in your Microsoft Ads account.

The table shows the conversion goal category and the Event Action for each standard event.

AnyTrack conversion	Conversion goal category	Event Action
OutboundClick	Outbound click	OutboundClick
FormSubmit	Submit lead form	FormSubmit
Lead	Sign up	Lead
CompleteRegistration	Subscribe	CompleteRegistration
Purchase	Purchase	Purchase
InitiateCheckout	Begin Checkout	InitiateCheckout
ViewContent	Page view	ViewContent

Add a Conversion Goal for Another Event

After the connection, create each new conversion goal from AnyTrack, not in Microsoft Advertising. AnyTrack creates the goal in your Microsoft Ads account with the Event type and the Event Action that you enter. The goal then matches your AnyTrack event mapping.

Use these steps to send an event that has no goal yet, for example a custom event.

1. In AnyTrack, open the settings of your Microsoft Advertising pixel.
2. Enter the Event Action of the new goal.
3. Select the AnyTrack event that matches the Event Action.
4. Click Save.
5. In Microsoft Advertising, open Conversion goals. Verify that the new goal is in the list.

Event Actions are case sensitive. Use the same spelling in AnyTrack and in Microsoft Ads.

Enhanced Conversions in Microsoft Ads

Enhanced Conversions improve matching when a conversion event includes personal information such as email, name, or address. Not all events include it. For example, Shopify sends no personal details with AddToCart or InitiateCheckout, but it sends them with Purchase.

To check whether an event includes personal information, open the Events Log of the integration that sends the conversion.

Inspect the Events Log to find events with personal information that can be used for Enhanced Conversions.

Understand Conversion Goals and Event Actions

In Microsoft Ads, a conversion goal optimizes your campaigns with the conversions that AnyTrack sends. The Event Action is the value in each event that triggers the goal. The Event Action in the goal must match the Event Action in AnyTrack exactly, or the goal does not trigger. Event Actions are case sensitive.

Create the Conversion Goal With the Event Type

AnyTrack creates your conversion goals with the Event type. Create new goals from AnyTrack. See Add a Conversion Goal for Another Event. Use the steps below only if you create a goal by hand in Microsoft Advertising.

Microsoft Ads offers more than one conversion goal type. Only the Event type contains the Event Action field. A goal with the Destination URL type has no Event Action field, so AnyTrack cannot trigger it.

1. In Microsoft Advertising, open Conversions and create a conversion goal.
2. Select the goal type Website.
3. Select Event. Do not select Destination URL.
4. Enter the Event Action name. The name must match the Event Action in AnyTrack.
5. Save the conversion goal.

If an existing goal has no Event Action field, it uses the Destination URL type. Replace the goal with a goal that you create from AnyTrack. See Add a Conversion Goal for Another Event.

Microsoft Ads Advanced Options FAQs

FAQ was last reviewed on 2026-09-18

Do I need my UET Tag ID to connect Microsoft Ads?

No. AnyTrack connects to Microsoft Advertising with one sign-in and lists your UET Tags. Select your tag, or select Create a Microsoft UET tag to use a new one. To confirm the connected tag, open Conversions, then UET tag, in Microsoft Advertising.

Does AnyTrack create my Microsoft Ads conversion goals?

Yes. During the connection, AnyTrack reads the conversion goals that already exist in your Microsoft Ads account. It maps each standard event to its matching goal. When you click Create goals and connect, AnyTrack creates the missing goals. After the connection, create each new goal from the settings of your Microsoft Advertising pixel in AnyTrack.

How do I send an event that has no conversion goal?

Create the goal from AnyTrack, not in Microsoft Advertising. Open the settings of your Microsoft Advertising pixel in AnyTrack. Enter the Event Action of the new goal, select the matching AnyTrack event, and click Save. AnyTrack creates the goal in your Microsoft Ads account. Then open Conversion goals in Microsoft Advertising. Verify that the goal is in the list.

Why does my conversion goal not trigger?

Check two things. First, the Event Action in the goal must match the Event Action in AnyTrack exactly. Event Actions are case sensitive. Second, the goal must use the Event type. A goal with the Destination URL type has no Event Action field, so AnyTrack cannot trigger it. A goal that you create from AnyTrack avoids both problems. See Add a Conversion Goal for Another Event.

Should I keep the UET Tag that I installed by hand?

No, not after you confirm delivery. The Tracking Tag loads the UET Tag for you, and a second copy sends duplicate events. Remove the extra copy after your conversions reach Microsoft Ads. On the Free plan, AnyTrack does not send conversions to Microsoft Ads. Keep your existing tag until you move to a plan that includes the Conversion API.

Related Articles

• Microsoft Ads
• Campaign Report
• Conversion API