Microsoft Ads Conversion Tracking Configuration

Use data layers and custom events to expand and improve your Microsoft Ads conversion tracking and remarketing audiences using custom events.

Feed Better Data to Microsoft Ads - No Coding Required

Microsoft Ads allows you to set up conversions using the UET tag or by sending custom events when specific user activity occurs on your website. Unfortunately, most marketers settle for URL-based rules, which leave them unable to track events on many critical elements, or requires that they redirect users to “thank you pages,” an inaccurate and antiquated practice.

If marketers had more accessible access to in-browser activity, custom event tags from Microsoft Ads could be used to develop more robust, accurate conversion tracking for campaign optimization.

ListenLayer solves that by automatically generating data layers from user activity on your website. Place a simple script using GTM, turn on Listeners for the applications you use – then watch the data start flowing! Next, automate your conversion tracking by categorizing events to send conversions to Microsoft Ads using custom events or capture user characteristics to enhance your remarketing audiences.

Build future-proof, unified tracking with Listeners & Data Layers for Microsoft Ads.

How ListenLayer Improves Microsoft Ads Tracking

ListenLayer provides improved conversion tracking and data capture through powerful data layers and events. Simply install our script, turn on the listener, and watch as data layers and events populate into GTM’s preview tool.

Use Triggers and variables inside GTM to create a dynamic, scalable tracking framework that sends data into Microsoft Ads – precisely the way you need it!

The Wrong Way to Track Conversions in Microsoft Ads

Marketers tend to throw together conversion tracking in Microsoft Ads using the Universal Event Tracking (UET) tag, “thank you pages,” and button clicks. Not only can this lead to inaccurate data, it limits your ability to categorize and segment conversion or customize them with values specific to the visitor’s activity. Instead, you can maintain simple conversion tracking in Microsoft Ads while improving accuracy, enhancing segmentation, and automating future conversion tracking for scale – simply install ListenLayer!

Building a Website Tracking Framework

ListenLayer simplifies the difficult aspects of conversion tracking and data capture, so you can focus on building a powerful tracking model and getting the data you need.

Build a Microsoft Ads tracking framework by doing these things:

  1. Leverage ListenLayer’s automated data layers to trigger conversions based on valid actions on your website (form submissions, chat activity, video engagement, etc.)
  2. Build custom data layer values that allow you to categorize website activity
  3. Use data layer values to create a tracking model in GTM, one that is easy to understand and scale
  4. Automate data collection into Microsoft Ads by building simple, dynamic, and scalable tags inside GTM that leverage ListenLayer’s automation and Microsoft Ads’ custom event tag (example shown here).