Guide to Microsoft Advertising Conversion Tracking via GTM

May 13, 2024 at 2:03:23 PM

TL;DR The guide details setting up Microsoft Advertising conversion tracking via Google Tag Manager (GTM). It involves creating a Microsoft Ads account, locating the Universal Event Tracking (UET) Tag ID, and installing it across all pages. A Custom Event Tag is created for monitoring conversions. The setup's effectiveness can be verified with GTM's preview mode or the UET Tag Helper. The guide emphasizes the importance of conversion tracking in assessing ad success.

Guide to Microsoft Advertising Conversion Tracking via GTM

The text provides a comprehensive guide on setting up Microsoft Advertising conversion tracking using Google Tag Manager (GTM). Conversion tracking is crucial for measuring the success of PPC campaigns, as it helps determine the number of leads or purchases generated.

The Microsoft Universal Event Tag (UET) is a code that enables conversion tracking and remarketing. The type of conversions tracked depends on the business type and desired outcomes. Examples include purchases for eCommerce stores, form fills for service-based companies, and email signups.

The guide covers the following steps:

  1. Prerequisites: Locate the UET tag ID and install the UET Tag Helper extension.
  2. Setting Up Microsoft Advertising Conversion Tracking: Create a UET code and install it on all pages using GTM, set up a conversion goal in Microsoft Advertising and GTM, and test the conversion tracking.
  3. Generating the UET Tracking Code: The UET tag is created automatically and should be installed on all website pages.
  4. Creating a Microsoft Ads Tracking Conversion Goal: After creating a UET tag, create a conversion goal. The UET tag tracks these goals.
  5. Testing Your Microsoft Advertising Conversion Tracking: Use the preview mode in GTM or the Microsoft UET Tag Helper to test if the tag fires correctly.

The guide also explains how to set up a Custom Event Tag using the GTM dataLayer Variable to read Add to Cart values. The guide concludes by summarizing the steps for tracking Microsoft Ads conversions and encourages learning more about GTM.

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