Highlights of Microsoft Ads Conversion Tracking
- Data provision for Microsoft Ads Dynamic Remarketing
- Provides the necessary data to enable dynamic remarketing campaigns in Microsoft Ads. Shows users ads for products they have previously viewed, considered or purchased based on data from the Universal Event Tracking (UET) tag.
- Benefit: Increase the relevance of your ads and boost the conversion rate by targeting users with products they have already shown interest in.
- Microsoft Ads conversion tracking with dynamic value
- Implements Microsoft Ads conversion tracking via the UET tag to record the exact value (revenue) of each conversion (e.g. purchase) and transmit it to Microsoft Ads.
- Benefit: Optimize your bidding strategies (e.g. tROAS) and campaigns based on the actual sales value and maximize your return on ad spend (ROAS).
- Conversions with product data for Microsoft Ads
- Enables the transmission of product data (such as product IDs and values) for conversions to Microsoft Ads via the UET tag. You not only seethat apurchase has been made, but potentially alsowhich productshave been purchased.
- Benefit: Recognize which specific products are purchased after an ad click in order to uncover cross-selling potential and optimize your advertising strategy and product range.
- Improved conversion matching for Microsoft Ads
- Uses securely hashed first-party customer data (e.g. email addresses) provided via the Enhanced Conversions (UET) tag or offline conversion uploads to improve the attribution of conversions to ad clicks.
- Benefit: Improve the attribution of conversions to your ad campaigns and get a more accurate picture of campaign performance, especially with limited cookie availability.
- UET Consent Mode for Microsoft Ads
- Implements UET Consent Mode to control the behavior of the UET tag based on the user’s consent.
Ensure compliance with data protection regulations (e.g. GDPR) and respect the privacy of users, while allowing you to collect conversion data when consent is given
- Implements UET Consent Mode to control the behavior of the UET tag based on the user’s consent.
Microsoft Ads Events
view_search_results - dynamic remarketing event
The view_search_results event for Microsoft Ads is triggered when a user performs a search on your website and is shown the results page. It is used to better understand user behavior and enable more targeted marketing measures. By tracking this event, you can create remarketing lists of users who have searched for specific terms and target your ads to people who have shown interest in certain products or topics through their search queries. Recommended parameters such as the ecomm_query (search term) help to accurately capture the user’s intent and increase the effectiveness of your advertising campaigns.
"microsoft_ads_object": {
"event": "view_search_results",
"ecomm_query": "Test",
"ecomm_prodid": [
"SW10013x103",
"SW10013"
],
"ecomm_pagetype": "searchresults",
"items": [
{
"id": "SW10013x103",
"brand": "Shopware Freizeit",
"category": "Freizeit & Elektro",
"list_name": "Garten",
"list_position": 0,
"name": "Variantenprodukt-TEST Kopie Kopie",
"price": 800,
"quantity": 1
},
{
"id": "SW10013",
"brand": "Shopware Freizeit",
"category": "Freizeit & Elektro",
"list_name": "Garten",
"list_position": 1,
"name": "Variantenprodukt-TEST Kopie Kopie",
"price": 800,
"quantity": 1
},
]
},
view_item_list - dynamic remarketing event
The view_item_list event for Microsoft Ads is triggered when a user views a list of products or articles on your website, for example on a category page or a search results page. It signals that the user has gained an overview of a group of items. This event is valuable for understanding which product categories or types users are interested in, even if they have not yet selected a specific item. The data collected can be used to create target groups for remarketing and present users with ads for similar or related product categories that they have previously browsed.
"microsoft_ads_object": {
"event": "view_item_list",
"ecomm_category": "Tools",
"ecomm_prodid": [
"SW10013",
"SW10001xx77",
"SW1001351155"
],
"ecomm_pagetype": "category",
"ecomm_totalvalue": 7200,
"revenue_value": 7200,
"currency": "EUR",
"items": [
{
"id": "SW10013",
"brand": "Shopware Freizeit",
"category": "Freizeit & Elektro",
"list_name": "Tools",
"list_position": 0,
"name": "Variantenprodukt-TEST Kopie Kopie",
"price": 800,
"quantity": 1
},
{
"id": "SW10001xx77",
"brand": "Shopware Freizeit",
"category": "Freizeit & Elektro",
"list_name": "Tools",
"list_position": 1,
"name": "Variantenprodukt-TEST Kopie Kopie",
"price": 800,
"quantity": 1
}
]
},
view_item - dynamic remarketing event
The view_item event for Microsoft Ads is triggered when a user visits the detail page of a specific product or item on your website. It indicates a specific interest in that individual item, as opposed to viewing a list (view_item_list). This event is crucial for detailed tracking and enables targeted remarketing by allowing you to show users the exact products they have viewed. The transmission of item details such as product ID and price via the items parameter is particularly important here to maximize the effectiveness of dynamic product ads and to understand user interest at product level.
"microsoft_ads_object": {
"event": "view_item",
"ecomm_prodid": [
"SW1001351155"
],
"ecomm_pagetype": "product",
"ecomm_totalvalue": 800,
"revenue_value": 800,
"currency": "EUR",
"items": [
{
"id": "SW1001351155",
"brand": "Shopware Freizeit",
"category": "Freizeit & Elektro",
"list_name": "Tools",
"list_position": 2,
"name": "Variantenprodukt-TEST Kopie Kopie",
"price": 800,
"quantity": 1
}
]
},
add_to_cart - dynamic remarketing event
The add_to_cart event for Microsoft Ads is triggered when a user places an item in their shopping cart on your website. This event marks an important step in the purchase process and signals a significantly higher purchase intent than simply viewing products (view_item or view_item_list). It shows that the user is actively considering buying the specific item. Recording this event, ideally together with details of the added product such as ID, price and quantity, is essential for conversion tracking and enables effective remarketing, for example to remind users of items in their shopping cart and persuade them to complete the purchase.
"microsoft_ads_object": {
"event": "add_to_cart",
"ecomm_prodid": [
"SW1001351155"
],
"ecomm_pagetype": "product",
"ecomm_totalvalue": 800,
"revenue_value": 648,
"currency": "EUR",
"items": [
{
"id": "SW1001351155",
"brand": "Shopware Freizeit",
"category": "Freizeit & Elektro",
"list_name": "Tools",
"list_position": 2,
"name": "Variantenprodukt-TEST Kopie Kopie",
"price": 800,
"quantity": 1
}
]
},
Purchase - dynamic remarketing event
The purchase event in Microsoft Ads is triggered when a user completes a purchase on your website. It is the most important conversion event as it represents an actual sale. The correct implementation of this event, along with detailed information about the purchase such as order value, product IDs and number of items, is crucial for measuring the success of your advertising campaigns. It allows you to accurately calculate the Return on Advertising Spend (ROAS) and optimize your bidding strategies accordingly. You can also target buyers to encourage repeat purchases or promote customer loyalty, for example.
"microsoft_ads_object": {
"event": "purchase",
"transaction_id": "10030",
"ecomm_prodid": [
"13930"
],
"ecomm_pagetype": "purchase",
"ecomm_totalvalue": 826.9,
"revenue_value": 826.9,
"currency": "EUR",
"tax": 0,
"shipping": 0,
"items": [
{
"id": "13930",
"brand": "Kemmer Ltd",
"category": "Tools, Computers & Kids",
"list_name": "cms-block-product-three-column",
"list_position": 0,
"name": "Intelligent Plastic PortalPro",
"price": 826.9,
"quantity": 1
}
]
},
"sha256_email": "369c34cc4d37efef17780dc262a53e80ab7cb1c051a17ed889d711d5f94f78f3",
"sha256_e164_phone_number": "9f86d081884c7d659a2feaa0c55ad015a3bf4f1b2b0b822cd15d6c15b0f00a08",