Overview

Event-based Conversion Goal in Microsoft Advertising

Before we send data to Microsoft Ads, we will need to ensure that Microsoft is able to receive this information. To do that, you will need to set up event-based conversion goals.

In the below instructions, you will learn how to create a conversion goal for your Purchase event. If you would like to send additional events to Bing (e.g. Add to Cart, Begin Checkout, etc), repeat this step but choose an Event Action/Category that better matches the event (e.g. Action = AddToCart, & Category = ecommerce).

Create Event-Based Conversion Goal:

• In your Microsoft Ads account, locate and click on the "Tools" button.
• An additional drop-down menu will appear, click on the "Conversion Goals" tab.
• Click on the "+ Create" button.

New Conversion Goal Settings

Conversion Goal:

• Navigate to the section of the page titled "What kind of conversions do you want to track" and click on the "Websites" button.
• Once you have selected the type of conversions to track, click on the "Next" button located at the bottom of the page.
  • (See Figure 1)

Figure 1

Conversion Goal Details:

• After selecting the Conversion Goal, you will need to select the Conversion Goal Type.
  • Navigate to the section of the page titled "Goal Category" and use the drop-down menu to click on the "Purchase" tab.
  • Navigate to the section of the page titled "Goal Type" and click on the "Event" box.
• After selecting the conversion goal, click on the "Next" button located at the bottom of the page.
  • (See Figure 2)

Figure 2

Goal Settings:

• After selecting the Conversion Goal Type, you will need to select the Conversion Goal Details.
  • Navigate to the section titled "Name" and use the text box to type "purchase".
  • Navigate to the section title "Revenue" and use the drop-down menu to select the "Conversion action value may vary (for example, by purchase price)" tab.
    • (See Figure 3)

_Figure 3_

📘

The value under "revenue" can be either 0 or 1 depending on what you'd like to send when there's no revenue.

(Optional) Advanced Goal Settings:

• After selecting the Goal Settings, you have the option to select Advances Goal Settings.
  • Here you can select additional options for Scope, Count, Conversion Window, View-through Conversion window, Include in "Conversions", and Conversion attribution model.
• Once you have entered all of the Advanced Goal Settings, click on the "Next" button located at the bottom of the page.
  • (See Figure 4)

_Figure 4_

Enhanced Conversions:

• After selecting the Goal Settings, you have the option to select and set up Enhanced Conversions.
• Click on either the "Turn on Enhanced Conversions" box or the "I don't want to use enhanced conversions" box.
  • If you select "Turn on Enhanced Conversions", read the terms of use and privacy policy and then click on the box agreeing to the use of Enhanced Conversions.
  • Once you have selected all of the required information for selecting whether or not to use Enhanced Conversions, click on the "Next" button located at the page.
    • (See Figure 5)

Figure 5

Set Up Tagging:

• After selecting whether or not to use Enhanced Conversions, you will need to select how you are going to set up the tagging.
  • Locate and click on the box titled "Install the tag yourself".
  • Once you have selected how you are going to set up tagging, click on the "Next" button located at the bottom of the page.
    • (See Figure 6)

_Figure 6_

Install Event Tag:

• After selecting how to set up the tagging, you will need to select how you are going to install the event tag.
  • Locate the section titled "How would you like to install your event-tag?" and click on the "Manual installation" button.
• Once you have selected how you are going to install the event tag, click on the "Next" button located at the bottom of the screen.
  • (See Figure 7)

Figure 7

Select Custom Event Parameters:

• You will need to edit the custom event parameters for the new event tag.
  • Navigate to the section titled "Custom event parameters" and locate the "Action" tab. Use the text box and type "purchase".
  • Click on the "+ Add another parameter" button. An additional option menu will appear, click on the "Category" option. Then for the new parameter, use the text box and type "checkout".
• Navigate to the section of the page titled "When do you want to track this event?" and use the drop-down menu to click on the "Track event on inline action." tab.
• After you have entered all of the required information for installing the event tag, click on the "Next" button located at the bottom of the page.
  • (See Figure 8)

_Figure 8_