# Microsoft Ads Advanced Options

> Configure Microsoft Ads UET tracking, event mapping, enhanced conversions, and conversion goal settings with AnyTrack server-side data.

## 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.

<Image alt="Find the UET Tag ID in Microsoft Ads." align="center" border={true} src={readmeAsset1} caption={"Find the UET Tag ID in Microsoft Ads."} />

## 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. This ensures all events sent by the `UET Tag` are properly configured.

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 Tags**, 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.

<Image alt="Browser-side UET Tag tracking via AnyTrack Tag is available within the Settings tab. " align="center" border={true} src={readmeAsset2} caption={"Browser-side UET Tag tracking via AnyTrack Tag is enabled by default and available in Settings."} />

## 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

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 captures conversions from your connected conversion source. If personal identification parameters are present, enable Enhanced Conversions for that conversion goal.

<Image alt="Inspect the Events Log find events with personal information that can be used for Enhanced Conversions." align="center" border={true} src={readmeAsset3} caption={"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

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.

<Image alt="Ensure that the Event Action name matches the name displayed in the Bing events column." align="center" border={true} src={readmeAsset4} caption={"The Event Action must match both in AnyTrack and in the Conversion Goal."} />

## Related Articles

- [Create a Property](/docs/create-property)
- [AnyTrack Property](/docs/property)
- [Delete Property](/docs/delete-property)