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When you set up Conversion Tracking, you teach us what works best for you. Then our platform can match you to searchers across our network who are more relevant to your business. You can also access tools and insights to help you optimise your campaigns for greater impact.

Measure your impact online and offline.

Why use Conversion Tracking?

  • Measure campaign impact to optimise and improve.

    Track online conversions (including e-commerce, engagement, visit duration, pages viewed and custom events) by setting up a Universal Event Tracking (UET) tag on your web site. Measure offline conversions such as online leads, quotes and calls. You can import call conversion data through supported third-party call tracking providers, and also keep track of app conversions including app installations.

  • Automate helpful features to save time and effort.

    Conversion Tracking enables automated features around campaign management, bidding, optimisation suggestions and audience targeting. Some features require it while others are greatly improved by its use.

  • Enhance your Microsoft Advertising experience.

    Broad match and syndication account for more than one-third and one-fifth, respectively, of all conversions tracked on our network. By using Conversion Tracking, you help us improve how we match your ads to searchers and apply better quality and pricing controls across our publishers. These improvements, in turn, help improve your campaign performance.

  Online conversions

  • Goal types: Destination URL, duration, pages viewed per visit and custom events
  • Dependency: A UET tag needs to be added to all pages on your web site
  • Variable revenue
  • All device types available

  Offline conversions

  • Goal types: Import offline conversion, import call conversions
  • Dependency: The Microsoft Click ID must be captured from the ad URL and associated to the offline conversion, including call conversions
  • Variable revenue
  • All device types available

  App install conversions

  • Goal types: App Extensions and app install ads
  • Dependency: You will need to work with a Microsoft Advertising certified partner who will provide you with a software development kit (SDK) and measurement URL
  • Fixed revenue
  • App Extensions: All device types available
  • App install ads: Available on iOS and Android only

Microsoft Advertising supports app install conversions resulting from app extensions and app install ads. In-app conversions are not currently supported.

Get started with Conversion Tracking

You can find additional Conversion Tracking resources in the Microsoft Advertising Help Guide.


Set up a conversion goal

Add a UET tag to your web site and start tracking conversions.