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Setting Up and Using Microsoft Data Reporting

This guide provides detailed instructions and explanations for using data reporting on the Microsoft Advertising platform. By following these steps, you'll learn how to effectively report data to Microsoft to track and analyze user behavior, optimize advertising campaigns, and improve your business results.

 

 

Microsoft UET Tag Overview

Microsoft UET (Universal Event Tracking) tag is a tool for data tracking and analysis on the Microsoft Advertising platform. It unlocks powerful features like conversion tracking, audience targeting, and automatic bidding strategies. By collecting user behavior data (ad clicks, page views, purchases), it helps you optimize ad placement, track conversions, evaluate ad performance, and perform precise audience targeting.

Key Features

  • Data Tracking: Add the UET tag to your website or application to track user behavior like ad clicks, page views, and purchases. This data helps you understand user interests, behavior patterns, and conversion paths, allowing you to make informed marketing decisions.
  • Conversion Tracking: The UET tag allows you to track and record user conversions (purchases, registrations, form submissions). By setting up conversion events and goals, you can see how your ad campaigns contribute to actual business results, evaluate ad performance, and make improvements.
  • Ad Optimization: UET data helps you understand ad campaign performance and effectiveness. Use this data to optimize ad delivery strategies, adjust keywords, ad creatives, targeting, and budgets to improve click-through rates, conversion rates, and return on investment (ROI).
  • Remarketing and Audience Targeting: Use UET data to create custom audience lists and perform precise audience targeting based on user behavior and interests. This allows you to run remarketing campaigns, showing relevant ads to specific user groups, and increasing repeat purchases and brand loyalty.

Before You Start

Before adding the Microsoft UET tag to your website, you need to:

 

 

Microsoft UET Tag Configuration Steps

  1. Log in to your Microsoft Advertising platform account.
  2. In the left navigation bar, click Conversions > UET tag.
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  3. If you already have a UET tag, proceed to the next step. If not, click Create and follow the provided instructions to create one.
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  4. From the tag list, locate your desired UET tag and copy its Tag ID.
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  5. Go to your SHOPLINE admin panel > Channels > Microsoft. Then, click Start tracking in the Data tracking section.
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  6. On the Data tracking page, click the Add button in the UET Tag section.
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  7. Paste the UET Tag ID copied in Step 4 into the input box, and click Save.
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Microsoft Conversion Goal Overview

A conversion goal, within the Microsoft Advertising platform, is a feature used to measure key user behaviors specific to your ad campaigns. By defining conversion goals (e.g., purchases, subscriptions, form submissions), you can track user conversions and gain valuable insights. Conversion goals provide data and metrics about these conversion events, helping you assess the effectiveness of your ad campaigns in driving real business results.

Using Microsoft Conversion Goals with Microsoft UET Tags helps maximize the visibility of captured conversion events.

 

Microsoft Conversion Goal Configuration Steps

  1. Log in to your Microsoft Advertising platform account.
  2. In the left navigation bar, click Conversions > Conversion goals.
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  3. If you already have a conversion goal, proceed to the next step. If not, click Create and provide the necessary information to create one.
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3.1 Select Website as the tracking type and click Next.
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3.2 Choose the Goal Category based on your needs and select Event as the Goal Type. Then click Next.
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3.3 Fill in the conversion goal Name, define the Revenue value, and select the attribution model based on your needs, then click Next.
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3.4 Select Turn on Enhanced conversions if needed, then click Save and next.
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3.5 Select a UET Tag, check Yes, the UET tag was already installed on all website pages when you created another conversion goal or audience list, and click Save and next.
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3.6 Select the Manual installation event tag and click Next.
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3.7 Customize the event parameters according to your needs, record the values of each parameter, select the Track inline operation events option, and click Save and next.
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  1. Go to your SHOPLINE admin panel > Channels > Microsoft. Then, click Start tracking in the Data tracking section.
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  2. Go to the Conversion goal section and click Add.
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  3. In the Select tracking event option, choose the event corresponding to the Goal Category you defined in step 3.2.
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  4. Enter the corresponding parameters for the Event parameters you defined in step 3.7.
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  5. Click Save to save your settings.