Marketing Intelligence
Your Microsoft Ads conversion tracking, fixed
Your operator finds what is broken in your Microsoft Ads tracking and fixes it.
What usually goes wrong with Microsoft Ads tracking
Microsoft Advertising (formerly Bing Ads) tracks conversions on your site through Universal Event Tracking, the UET tag, and sales that close elsewhere through offline conversion import.
Conversions from Europe simply stopped
No consent signal is sent with the UET tag, so Microsoft stops recording conversions and filling remarketing lists for visitors from the EEA, the UK and Switzerland.
The UET tag fires, but no conversion goal counts it
Events arrive and no conversion shows up, because the goal, the event name or the time does not line up.
The click ID is not kept
The Microsoft Click ID is not captured and stored, so later events and offline imports cannot be matched.
Enhanced conversions were never turned on
The UET tag sends no email address or phone number with the conversion, so Microsoft has only its cookie to match it with.
UET and the Conversions API both report the sale
No shared event ID, so the same sale is counted twice.
Sales that close offline are never imported
No offline conversion import and no CRM events, so Microsoft never hears about them.
How we fix your Microsoft Ads tracking
The same four methods run for every platform. On Microsoft Ads, they look like this:
Server to server
The Conversions API sends conversions from your systems to Microsoft Advertising, next to the UET tag, with a shared event ID, so Microsoft Advertising can avoid counting it twice.
Server-side cookies
Your server-side tracking captures the Microsoft Click ID and keeps it first-party, ready for later events and imports.
Client side
The UET tag stays on your site, with enhanced conversions and UET Consent Mode.
Data sync
Sales that close by phone or in person go back through offline conversion import, and CRM events through the Conversions API.
Adjusted to the country you sell in
Your tracking follows the consent choices and privacy settings you decide on for each country. Microsoft requires consent signals with the UET tag for visitors from the EEA, the UK and Switzerland, through UET Consent Mode or the IAB Transparency and Consent Framework. Your tag sends the one that fits your consent tool. Which rules apply where is a decision for you and your legal advisor. The tracking is then set up to follow it.
What you get
Reports
Built on your data, when you need them.
Sparring sessions
Meetings about your data: what it says, and what to do next.
Audits
A full check of your tracking and data, with what to fix first.
Part of one system
This is not a separate service. Your Microsoft Ads tracking is one part of Marketing Intelligence, the one system behind conversion tracking for every ad platform.
Talk to a human
A call with a real person. We listen, look at where your marketing stands, and tell you what we would do.
Schedule a call