Why we care<\/strong> 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.<\/p>\n Details.<\/strong><\/p>\n 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.<\/p>\n what to watch<\/strong> Microsoft recommends setting up a UET tag with Google Tag Manager to ensure that new targets can receive conversion events.<\/p>\n between the lines<\/strong> 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.<\/p>\n reaction<\/strong> The news was first shared in a X post<\/a> by Kirk Williams, owner of Zato Marketing. He also warned the PPC community:<\/p>\n “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?).<\/p>\n Then he told me directly:<\/p>\n “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.”<\/p>\n Opt-out option.<\/strong> Advertisers can uncheck the import conversion goal if they prefer not to use this feature.<\/p>\n
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