Microsoft Advertising details several important updates and expansions in its June product summary.
The new tools and features aim to improve website performance analysis, improve cross-device conversion tracking, expand into new global markets and integrate more seamlessly with other platforms.
Introducing Universal Event Tracking Insights
The biggest news this month is the introduction of Universal Event Tracking (UET) statistics, a feature that gives advertisers a deeper understanding of how their website is performing.
The new feature requires no additional coding and will enhance the capabilities of existing UET tags.
“We’re introducing UET Insights, a valuable new feature that we’ll add to your existing UET tags without the need for additional coding. You’ll gain a deeper understanding of how your website is performing and also allow Microsoft Advertising to optimize the performance of your ads more effectively through improved targeting, fraud detection and reduced conversion loss.”
The new statistics tool will be launched automatically starting July 3rd.
Cross-device conversion attribution update
Microsoft Advertising will introduce a cross-device attribution model later this month.
This update will enable advertisers to track and connect customer conversion journeys across multiple devices and sessions.
Microsoft explains the new feature in a blog post: “For example, if a user clicks an ad on their laptop but converts on their phone, we’ll now credit that conversion to the initial ad click laptop”.
While the update doesn’t introduce any new features or settings, advertisers may see a slight increase in conversions due to improved accuracy.
Expansion to new markets
In keeping with its expansion push throughout 2022, Microsoft Advertising announces that it will expand its advertising reach to 23 new markets.
The new additions include several locations ranging from Antigua and Barbuda to Wallis and Futuna.
This expansion allows advertisers to reach their audience in more parts of the world.
Seamless integration with Pinterest and dynamic remarketing
Microsoft Advertising is rolling out Pinterest Import in all markets through the Microsoft Audience Network (MSAN), which allows advertisers to import Pinterest Ads campaigns.
In addition, dynamic remarketing in MSAN for auto, event and travel is now available in the US, Canada and the UK.
The remarketing tool allows advertisers to use their feeds to create rich ad experiences across the Microsoft Audience Network and match their target audience with items in their feed where they’ve shown interest.
To sum up
Key points from June’s product roundup include the automatic launch of UET Insights starting July 3, the introduction of a new cross-device attribution model, expansion into 23 new global markets, and improved integration with Pinterest through the Microsoft Audience Network.
These developments collectively give advertisers better visibility into campaign performance, improved accuracy in tracking conversions, and more opportunities to reach audiences around the world.
source: Microsoft
Featured Image: PixieMe/Shutterstock
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