Microsoft Advertising Offers Two New Conversion Goal Options

Microsoft Advertising has rolled out two conversion goal options.

1. Include in “Conversions”: This conversion goal setting determines whether or not the resulting conversions are included across the defaulted conversion metrics. With theInclude in “Conversions” setting, you can decide whether to include the resulting conversions for a given goal in the defaulted conversion metrics across data tables and reports. This will ensure that these conversion metrics reflect only the conversion goals that matter most to you. All existing and new conversion goals you create will have the Include in “Conversions” setting enabled by default. You can uncheck this setting when you create a new goal or edit an existing one.
2. View-through conversions: This conversion goal setting helps you measure the full value of your ads on the Microsoft Audience Network. All Universal Event Tracking (UET)-based conversion goals will have a new setting called View-through conversion window, which will define the length of time after an ad impression in which you want to track impression-based conversions. The last viewed impression within the window gets attributed with the conversion in the View-through conv. metric. To avoid double counting, users who clicked on an ad either on the Microsoft Audience Network or the Microsoft Search Network will be automatically excluded from view-through conversions.

Some additional details to keep in mind

1. All accounts will be enabled for the account-level View-through conversions setting, which includes the view-through conversions in the All conv. column.
2. All UET-based conversion goals will have a new setting called the View-through conversion window, which will be set at 1 day by default.
3. View-through conversions only support impression traffic on the Microsoft Audience Network, which includes audience campaigns as well as search campaigns extended to the Microsoft Audience Network.
4. Historical data for the view-through conversions metric will be shown as null.