Microsoft Ads Advanced Options
Connect Learn About the for the with AnyTrack to enable Conversion API tracking and campaign reporting. Send server-side conversion data for better ad optimization and accurate attribution.
Find the UET Tag ID
Section titled “Find the UET Tag ID”Find the UET Tag ID in Microsoft Ads by navigating to Conversions > UET tag. Select the tag of interest and the Tag ID displays on the right panel.
Load the UET Tag via AnyTrack Tag
Section titled “Load the UET Tag via AnyTrack Tag”When you load the UET Tag through the AnyTrack Tag (the default behavior after completing Microsoft Ads Setup), our system initializes the UET Tag, allowing us to fine-tune settings and add important parameters from the start.
If the UET Tag is installed directly or by a third-party, we can only tune it post-initialization, which may result in some events not containing all necessary parameters and potentially affecting match rate and overall Tracking Tag performance. AnyTrack’s initialization ensures optimal tracking and data accuracy for your Microsoft Ads campaigns.
To prevent the UET Tag from loading in the browser via the AnyTrack Tag, navigate to Tracking Pixels, select the Tracking Tag, go to the Settings tab, and turn off the slider in the Enable Pixel Tracking section. We do not recommend this setting by default.
Recommended Event Mapping for Microsoft Ads
Section titled “Recommended Event Mapping for Microsoft Ads”This mapping is a recommendation, you can make your own configuration.
| AnyTrack Conversions | Conversion Goal Category | Conversion Goal Name | Event Action / Bing Events |
|---|---|---|---|
| OutboundClick | Outbound click | OutboundClick | OutboundClick |
| FormSubmit | Submit lead form | FormSubmit | FormSubmit |
| Lead | Sign up | Lead | Lead |
| CompleteRegistration | Subscribe | CompleteRegistration | CompleteRegistration |
| Purchase | Purchase | Purchase | Purchase |
| InitiateCheckout | Begin Checkout | InitiateCheckout | InitiateCheckout |
| ViewContent | Page view | ViewContent | ViewContent |
Enhanced Conversions in Microsoft Ads
Section titled “Enhanced Conversions in Microsoft Ads”When creating a Conversion Goal for Microsoft Ads in AnyTrack, enable Enhanced Conversions. This feature works only if the conversion event includes personal information such as email, name, or address. Not all conversion events provide this information. For example, in Shopify, personal details are not available during AddToCart or InitiateCheckout events but are present during the Purchase event.
Check if a conversion event includes personal information by reviewing the Events Log of the integration that collects conversions from your connected conversion source. If personal identification parameters are present, enable Enhanced Conversions for that conversion goal.
Understand Conversion Goals and Event Actions in Microsoft Ads
Section titled “Understand Conversion Goals and Event Actions in Microsoft Ads”In Microsoft Ads, a Conversion Goal optimizes your campaigns using data sent from AnyTrack (shown in the AnyTrack Conversions column). An Event Action is a parameter within the event that triggers the Conversion Goal (shown in the Bing Events column). You define the Event Action name when creating the Conversion Goal, and names must match exactly; otherwise, the Conversion Goal won’t trigger. Event Actions are case sensitive.
Create the Conversion Goal With the Event Type
Section titled “Create the Conversion Goal With the Event Type”Microsoft Ads offers more than one conversion goal type. Only the Event type contains the Event Action field. If you create the conversion goal with the Destination URL type, Microsoft Ads does not show the Event Action field, and AnyTrack cannot trigger the conversion goal.
- In Microsoft Ads, open Conversions and create a conversion goal.
- Select the goal type Website.
- Select Event. Do not select Destination URL.
- Enter the Event Action name. The name must match the Event Action that you mapped in AnyTrack.
- Save the conversion goal.
If an existing conversion goal does not show an Event Action field, that goal uses the Destination URL type. Create a new conversion goal with the Event type, then map your AnyTrack event to the new goal.