Microsoft Ads

This guide walks you through integrating AnyTrack with Microsoft Ads to leverage advanced conversion tracking and optimization capabilities. Connect your Microsoft Ads account to gain deeper insights into campaign performance, optimize for ROAS, and build highly targeted custom audiences.

Key Features and Benefits

• Granular Tracking — Track Microsoft Ads performance within AnyTrack, including campaigns, ad groups, ads, and keywords
• Server-Side Conversions — Send conversion data to Microsoft Ads UET Tag via robust server-side integration
• ROAS/ROI Optimization — Use Microsoft Ads' optimization tools, powered by accurate conversion tracking, to maximize ROAS/ROI
• Custom Audience Building — Create precise custom audiences in Microsoft Ads using detailed conversion data from AnyTrack

Overview

1. When someone clicks on your Microsoft Ad, UTM parameters are appended to your landing page URL, as defined by the tracking template
2. When the visitor arrives, the AnyTrack Tag installed on your website captures the UTM parameters. This tracks the customer's journey and analyzes ad effectiveness
3. If the visitor generates conversion events, AnyTrack records them through your connected conversion sources and sends the conversion information through the Conversion API to Microsoft Ads
4. Microsoft Ads uses this conversion tracking data to optimize your campaigns for ROAS/ROI and create custom audiences

How to Set Up Microsoft Ads in AnyTrack

Integrate Microsoft Ads with AnyTrack in three steps to start benefiting from advanced attribution marketing—no coding required. Complete the setup in less than an hour.

1. Connect Your UET Tag and Map Events

Connect your UET Tag to send conversions through the Conversion API. No coding required.

1. In AnyTrack, navigate to Tracking Tags and click Connect Pixel (Bing)

2. Enter your UET Tag ID and click Next (Learn how to find your UET Tag ID)

3. Enable server-to-server tracking

4. Select the Consent Mode Default settings (learn more about Microsoft Ads Consent Mode)

   
   • Default — the UET Tag behaves as set by Microsoft according to visitor location. Defaults to opt-out for EU, UK, and Switzerland
   • Opt-in — user consents by default
   • Opt-out — you use a CMP platform like CookieBot which updates the UET Tag according to user consent choice

5. Select the events you want to send and map them to the Event Actions that trigger their corresponding conversion goals in Microsoft Ads. If unsure about this step, skip it—Event Actions are clarified in the next step. See recommended mapping

6. Save your changes

2. Install the UTM Tracking Template

Install the UTM Tracking Template to allow AnyTrack to attribute conversions to the correct Microsoft Ad by identifying the UTM parameters in the ad click.

1. Select the Tracking Tag in the Tracking Tags section, click the Ads Integration tab, and copy the UTM Tracking Template
2. In Microsoft Ads, navigate to Campaigns > Settings
3. Click Account level options
4. Paste the tracking template in the Tracking template field
5. Ensure the Auto-tagging of Click ID checkbox is selected
6. Save your changes

3. Create Conversion Goals and Event Actions

Microsoft Ads requires conversion goals to optimize your campaigns using events sent from AnyTrack. Event Actions serve as triggers for these conversion goals. Create conversion goals and their corresponding Event Actions in your Microsoft Ads account.

📘 Note You are now sending conversions to Microsoft Ads with AnyTrack using the Conversion API. Remove the UET Tag and event codes manually installed on your website (or with plugins) to prevent sending duplicate events.

📘 Note While you remove the UET Tag directly installed, the AnyTrack Tag installed on your website loads the UET Tag for you, allowing you to continue benefiting from browser-side tracking with Microsoft Ads. Learn more.

Complete! You have now integrated Microsoft Ads with AnyTrack. Validate and test your setup.

Validate Microsoft Ads Setup

There are several ways to confirm that the integration between AnyTrack and Microsoft Ads was successful.

1. Use the UET Tag Helper

Use the UET Tag Helper Extension to verify that the UET Tag, loaded via the AnyTrack Tag, is found on your website. Verify that you have removed UET Tags installed directly or through plugins. Remove them to prevent duplicate events.

2. Find the Events Sent From AnyTrack to Microsoft Ads

To view the conversion events sent from AnyTrack in Microsoft Ads, follow these steps:

1. Navigate to Conversions > UET Tag
2. Select the relevant UET Tag
3. Set the appropriate date range

Ensure the total number of events in Microsoft Ads matches the events reported in the Campaign Report in AnyTrack for the same period. Recent conversions may take time to appear in Microsoft Ads.

❗ Important AnyTrack sends events in real-time, but Microsoft Ads has its own processing schedule. Per Microsoft's official documentation: clicks take up to 2 hours, conversions up to 3 hours, and offline conversions up to 6 hours to appear. New UET tags can take up to 24 hours to activate. Invalid traffic adjustments may take up to 1 week. Remarketing lists update within minutes.

Create Custom Audiences

📘 Note Retargeting audiences fill from all traffic tracked through your property, not only traffic originating from your Microsoft Ads campaigns.

In Microsoft Ads: Create Your Custom Audiences

Creating a remarketing list resembles creating a conversion goal.

1. Open the Shared Library section and select Audiences
2. Create a new remarketing list
3. Name your remarketing list
4. Select Custom Events
5. In Event Action, add the conversion name as it appears in AnyTrack

Webinar: Integrating AnyTrack with Microsoft Ads

Watch this video for a guided explanation of how to set up Microsoft Ads with AnyTrack, build audiences, connect to Google Analytics 4, and more. Please note that since this video was created, the user interface has changed, but the principles remain the same. For an updated setup guide, please refer to How to Set Up Microsoft Ads in AnyTrack.