Below is a how to configure Microsoft Advertising conversions.
Overview:
To set up conversions in Microsoft Advertising, follow these steps:
Sign in to your Microsoft Advertising account.
Click on "Tools" in the top menu, then select "Conversion tracking" from the dropdown.
Click on the "Create conversion goal" buttonFrom the navigation menu on the left, hover over Conversions and select Conversion goals.
Select Create.
Choose the type of conversion you want to track:
Custom events
Name your conversion goal and set up the details:
Conversion window (how long after a click you want to track conversions)
90 days
Count All Forms
For website conversions, you'll need to add a UET (Universal Event Tracking) tag to your website if you haven't already. Microsoft Advertising will provide the code for this.
If you're tracking specific actions, you'll need to add an event snippet to the relevant pages on your site.
Save your conversion goal.
Implement the tracking code on your website as instructedWebsite, Mobile app install, or Offline.
Select Next.
Choose a goal category from the dropdown menu and then choose a goal type.
Goal category: Submit lead form
Goal type: Event
Enter a name for your goal in the Goal name box. When naming your goal, use a descriptive name that makes sense to you. (For example, "Checkout page".) Please note that after you choose a name for your conversion goal, the same name may not be used again in the future.
Fill in the appropriate values for your selected goal type.
Event category: Lead
Fine-tune your conversion goal with Advanced settings:
Set the Scope of this goal to all accounts or a specific account. Please note that once selected, this property can't be changed.
Change how you Count your conversions: Every conversion
Enter a Conversion window: 90 days
Set a View-through conversion window: 90 days
Check the Include in "Conversions" checkbox.
Select Next.
Select the UET tag that you want to associate with this conversion goal (not applicable to offline conversions).
Choose an answer for Do you have this UET tag installed on your website? Yes
For Custom Event goals, specify when you want to track this event (choose Track event on inline action or Track event on page load).
Wait for data to start coming in. It may take up to 24 hours for conversions to begin appearing in your reports.
Remember to test your conversion tracking to ensure it's working correctly. You can use the UET Tag Helper tool in Microsoft Advertising to verify proper implementation.
event_category = Lead (Static)
event_action = Insert form name