Microsoft Ads

Conversion Bridge automatically adds the Microsoft Ads UET (Universal Event Tracking) tag to every page on your site and fires conversion events when visitors complete actions like purchases, form submissions, and other tracked events.

Unlike platforms such as Google Analytics 4 or Meta, Microsoft Ads does not have a structured event system with predefined event names and parameters. Instead, it uses custom event parameters — event_category, event_label, and event_value — that you define yourself. Conversion Bridge sends these parameters automatically with every conversion event. You then create conversion goals in your Microsoft Ads account that match these parameters to start tracking conversions.

Setting up Microsoft Ads

Obtaining your UET Tag ID and available settings

• Go to ads.microsoft.com and log in to your account
• Go to Conversions > UET Tag > Create
• After creating your tag, copy and paste the unique ID into the Conversion Bridge Settings

You can optionally enable Enhanced Conversions to help increase the effectiveness of your ad attributionThe process of determining which channels, campaigns, or actions contributed to a conversion, helping you understand what influenced a visitor’s decision to take action.. Conversion Bridge can securely include the email related to your conversion event to better help attribute the conversion to the user's ad click.

Learn more about Microsoft Ads Enhanced Conversions as well.

How Microsoft Ads Tracks Events

Microsoft Ads uses a simple event model based on custom parameters. When a conversion happens on your site, Conversion Bridge sends an event to Microsoft Ads using this format:

window.uetq.push('event', 'action_name', {
  event_category: 'event_type',
  event_label: 'your_label',
  event_value: 99.99
});

window.uetq.push('event', 'action_name', {
  event_category: 'event_type',
  event_label: 'your_label',
  event_value: 99.99
});

The three key parameters are:

• Action name — The name of the event action (e.g., purchase, add_to_cart, or an empty string for pageview-type events)
• event_category — A category string that describes the type of event (e.g., form_submit, signup, newsletter)
• event_label — The conversion label you configure in Conversion Bridge for each event
• event_value — The numeric conversion value associated with the event

You use these parameters when creating conversion goals in Microsoft Ads to tell it which events count as conversions. This is the main difference from platforms like GA4 — in Microsoft Ads, you must create a conversion goal that matches the event parameters Conversion Bridge sends. Without a matching goal, events are sent but not counted as conversions.

Event Data Sent by Conversion Bridge

E-Commerce Events (Purchases)

When a purchase event is tracked (from WooCommerce, Easy Digital Downloads, or other e-commerce integrations), Conversion Bridge sends the following data:

Action name: purchase

Event parameters:

• event_label — Your configured conversion label for the purchase event
• currency — The currency code (e.g., USD, GBP)
• ecomm_totalvalue — The total order amount
• ecomm_prodid — An array of product IDs in the order
• ecomm_pagetype — Set to purchase
• items — An array of line items, each containing:
• id — The product ID (or variant ID if applicable)
• quantity — Number of units purchased
• price — Price per unit
• transaction_id — The unique order/transaction ID

The ecomm_prodid and items data is used by Microsoft Ads for dynamic remarketing — allowing you to show ads for the specific products a visitor interacted with.

Add to Cart Events

When a visitor adds a product to their cart:

Action name: add_to_cart

Event parameters:

• event_label — Your configured conversion label
• ecomm_pagetype — Set to product
• ecomm_prodid — Array of product IDs
• ecomm_totalvalue — The value of the items added
• items — Array of line items with id, quantity, and price
• currency — The currency code

View Item Events

When a visitor views a product page:

Action name: Empty (sent as a pageview-type event)

Event parameters:

• ecomm_pagetype — Set to product
• Product data when available

View Cart Events

When a visitor views their cart:

Action name: Empty (sent as a pageview-type event)

Event parameters:

• ecomm_pagetype — Set to cart

Form Submissions, Signups, and Other Events

For non-ecommerce events like form submissions, newsletter signups, registrations, and similar actions, Conversion Bridge sends the event type as the event_category:

Action name: The event type (e.g., form_submit)

Event parameters:

• event_category — The type of event (e.g., form_submit, signup, newsletter, registration)
• event_label — Your configured conversion label for the event
• event_value — The conversion value, if one is configured

For example, a Gravity Forms submission would be sent as:

window.uetq.push('event', 'form_submit', {
  event_category: 'form_submit',
  event_label: 'contact-form',
  event_value: 25.00
});

window.uetq.push('event', 'form_submit', {
  event_category: 'form_submit',
  event_label: 'contact-form',
  event_value: 25.00
});

How to create a conversion goals in Microsoft Ads

Log In to Microsoft Ads

Go to ads.microsoft.com and log in to your account.

Go to Tools > Conversion Goals

In the top navigation menu, click on Tools, then choose Conversion goals from the dropdown. Click the blue Create button.

Choose a Goal Type

Select:

• Goal Category: Purchase (or whatever you need to configure)
• Goal Type: Event

Configure Goal Details

Enter the unique name of the goal. For Revenue, select "Conversion action value may vary" as Conversion Bridge will send the unique purchase amount (and line items) along with the conversion event.

(Optional) Enable Enhanced Conversions

Enabling Enhanced Conversions helps increase the effectiveness of your ad attribution. Conversion Bridge can securely include the email related to your conversion event (purchase, form submission, newsletter signup, etc) to better help attribute the conversion to the user's ad click.

Learn more about Microsoft Ads Enhanced Conversions as well.

Setup Tagging

Indicate that your UET tag is already installed (reminder: Conversion Bridge is including this for you).

If you enabled Enhanced Conversions, it will give you some extra code snippet to include - you may ignore this as Conversion Bridge handles this for you.

Install Event Tag

Select Manual - but you will not need to do anything as Conversion Bridge will actually take care of it for you. The rest of this setup is to quickly finish the conversion goal setup process.

Custom Parameters

This is where you tell Microsoft Ads which events should count as conversions for this goal. Microsoft Ads matches events using these parameters:

You only need to fill in the parameters you want to match — leave the others empty. Microsoft Ads uses an AND relationship, meaning the event must match all specified parameters to count as a conversion.

Example: Tracking Purchases

To track purchase conversions:

• Action: Equals purchase

That's all you need. Every purchase event Conversion Bridge sends will match this goal. The revenue value, product data, and other details are included automatically.

Example: Tracking a Specific Form

Suppose you have multiple forms and want to track only your "Free Consultation" form. In Conversion Bridge, you've set the conversion label for that form to consultation-lead.

• Action: Equals form_submit
• Label: Equals consultation-lead

This goal will only count form submissions where the label matches consultation-lead. Other form submissions with different labels will not be counted.

Example: Tracking All Form Submissions

If you want one goal that captures all form submissions regardless of which form:

• Action: Equals form_submit

Example: Tracking Newsletter Signups

If your newsletter integration sends events with the type newsletter:

• Category: Equals newsletter

Example: Tracking High-Value Conversions Only

If you want to only count conversions above a certain amount:

• Action: Equals purchase
• Value: Greater than 100

Tips for Creating Conversion Goals

• Use the conversion label to distinguish between different forms, products, or events of the same type. This is the most flexible approach because you control the label in Conversion Bridge settings.
• Create separate goals for each type of conversion you want to track (purchases, form submissions, signups, etc.) so you can optimize ad campaigns for specific actions.
• Use "Contains" or "Begins with" operators when you want a single goal to match multiple related events. For example, Label contains lead would match labels like consultation-lead, demo-lead, and lead-form.
• After creating a goal, use the Microsoft UET Tag Helper Chrome extension to verify events are firing correctly. Allow 24–48 hours for conversion data to appear in your Microsoft Ads reports.

Consent Mode

Conversion Bridge supports Microsoft Ads consent mode. When a supported cookie consent banner is enabled on your site, Conversion Bridge automatically manages consent signals for Microsoft Ads.

• On page load, ad storage consent is set to denied by default
• When a visitor grants marketing consent through your cookie banner, Conversion Bridge updates Microsoft Ads consent to granted
• If a visitor denies consent, the denied state remains

This works automatically — no additional configuration is needed beyond enabling a supported cookie consent banner in Conversion Bridge.

Exclude Script

If you are including the Microsoft UET tag via another method (possibly via Clarity) you can disable Conversion Bridge's output of that script but still track conversions.

FAQs