Microsoft Advertising is launching a new feature that allows advertisers to import conversion goals from Google Ads to optimize their campaigns.
why does it matter This move aims to streamline cross-platform workflows, helping marketers work more efficiently across both Google and Microsoft ad platforms.
Why we care It looks like Microsoft is trying to make life easier for advertisers when it comes to conversion tracking. However, this seemingly beneficial feature can cause attribution issues since Google and Microsoft tracking codes are different on an advertiser’s site.
Details.
The rollout begins in two weeks, gradually expanding to all customers. Conversion goals are imported by default with every import. It works with value-based bidding strategies, such as maximum conversions.
what to watch Microsoft recommends setting up a UET tag with Google Tag Manager to ensure that new targets can receive conversion events.
between the lines This integration reflects the growing competition in the ad tech space, with Microsoft looking to make its platform more attractive by reducing friction for advertisers who have invested heavily in Google’s ecosystem.
reaction The news was first shared in a X post by Kirk Williams, owner of Zato Marketing. He also warned the PPC community:
“PPC PSA: Warning if you are currently importing from Google to Microsoft, they will be auto-importing your conversions (and possibly messing things up!!!) over the next few weeks, so you may want to disable this auto-import feature. (since your Microsoft accounts should already be set up correctly for conversions, right?).
Then he told me directly:
“I think the bottom line is that importing conversion goals by default seems like a bad idea and I’m not entirely sure how it would work practically since the UET and the Google tag are different codes on the site! I’m not a developer , so I might be missing something.”
Opt-out option. Advertisers can uncheck the import conversion goal if they prefer not to use this feature.
The email Here’s a screenshot of the email Williams shared on X:
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About the author
Anu Adegbola has been a paid media editor for Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.
In 2008, Anu’s career began with
deliver digital marketing campaigns (primarily but not exclusively Paid Search) by creating strategies, maximizing ROI, automating repetitive processes and making all marketing departments efficient through inspirational leadership both on the agency, client and marketing technology side.
Outside of Search Engine Land article editing, she is the founder of the PPC networking event: PPC Live, host of weekly podcast PPCChat Roundup, ibRand Evangelist at ClickTech.
He is also an international speaker with some of the stages he has presented being SMX (USA), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Live Chat, AdWorld Experience (Bologna) and more.
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