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Incorrect conversions

Anonymous
2023-03-01T07:23:19+00:00

We have an event type conversion goal set up to capture purchase events in the Microsoft ads UI. The GTM implementation is set up correctly for the custom event 'purchase' which is capturing dynamic values fo revenue and currency as expected. The page load and purchase events are triggering correctly on our website. We have tested using UET helper as well as within GTM we can see the tags firing corrcetly with the correct parameter(order revenue, currency).

The issue that we are having is we are seeing way too less conversions for our goal than the actual purchase conversions. We tried placing test orders and some shows up as conversions and some don't. If we export the data for the UET from Microsoft Ads UI it shows many orders for any specific date but all of those are not showing under the goal or at the campaign level.

What are we missing?

Microsoft Advertising | Reports | Universal event tracking

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  1. Anonymous
    2023-03-01T11:24:37+00:00

    Hello Kavita,

    Thank you for using Microsoft Advertising Forum Community.

    I understand that you are are having some issues with the conversion goals and they are not showing accurate information.

    There could be several reasons why conversions may not match. Keep in mind that Microsoft Advertising doesn't expose conversion data to any third-party platform, and each system uses its own logic and goal setup to track conversions. Microsoft Advertising reports conversions on the date of the ad click, whereas some other reporting tools attribute them to the date of the conversion. As such, some levels of discrepancies are expected.

    Why Microsoft Advertising may not be counting conversions.

    Here are some things to consider:

    • Did you install the UET tag across your website (or at least on the conversion pages)?
    • Did you verify that the criteria you used in the conversion goal definition matches the conversion pages? Spelling mistakes, incorrect page URL values etc. in the goal definitions cause the UET events on those conversion pages to not match the conversion goal definition. When there is no match, conversions will not be counted.
    • Do you have a reasonably sized conversion window? Small conversion windows should be used wisely since users generally spend a few days before making a purchase.
    • If you are using Custom Event type goals or tracking Variable Revenue, are you actually customizing the UET tag to send in the custom events/variable revenues and are you using the correct values in the goal definition?
    • Are you sure users are actually going to the conversion pages? If testing, note that Microsoft Advertising does not count a conversion unless a user clicks on an advertiser ad before converting on the advertiser's website.
    • Validate conversion tracking is set up properly:
    1. Create and add the UET tag to all pages of your website. 2. On the UET tags page, make sure the tag is Tag active. 3. On the Conversion goals page, create a conversion goal. 4. Trigger an ad on Bing, click the ad, and then convert on the site. 5. In three hours, revisit the Conversion Goals page to see that the goal is counting conversions. Tools > conversions goals > Include in conversions column must be set to "Yes"

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    Count as “conversions”

    What it is: This setting determines whether or not these conversions will appear in the Conversions columns of your data tables.

    What you need to know: If you uncheck Include in "Conversions" for a conversion goal, you can still track it using the "All conversions" columns of your Conversion goal data table and your reports. Also, if you use an automated bidding bid strategy, unchecking Include in "Conversions" will result in these conversions no longer factoring into automated bidding calculations.

    Get more info: Conversion goals: "Conversions" versus "All conversions".

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    Our support teams are happy to discuss your account in more detail via phone, chat or email to provide review assistance, please see our support page to reach out!  

    I hope the information provided here will at least partly answer your question. If you have any additional questions, please do not hesitate to reach out to our support.  I have also sent you a private message asking for further details. You are more than welcome to respond to me so I can begin the investigation on my end. 

    Kind regards, 

    Arsen D| Microsoft Advertising Support Specialist | 800-518-5689

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  2. Anonymous
    2023-03-01T17:53:41+00:00

    All the above settings are correct. We can see the order/revenue/currency capturing correctly in the event report for the UET tag within Microsdoft Ads UI. Somehow it's just not showing under the goal and campaign. The goal criteria is purchase which matches with the GTM setup for the tag.

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