Microsoft Ads

Conversion Bridge automatically handles all the Microsoft Ads tracking code for your site by adding the main UET (Universal Event Tracking) tag to your site to all pages, including firing the correct conversion event scripts when someone completes a conversion event like purchases, form submissions, etc. The only extra step you need to do is create a matching conversion goal in your Microsoft Ads account 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 attribution. 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 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 will prompt you to set up custom parameters for the event - simply select anything on the page to get the "Save and Next" button to appear so you can continue. These are all handled by Conversion Bridge for you.

All done!

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