Conversion tracking could not be a bigger deal when it comes to seeing success with PPC campaigns. If you’re not tracking your conversions, how in the world are you going to know what’s working, or what’s not working, or where to put your budget? It’s mind-boggling to me that some folks aren’t using it.
That said, I also sympathize with marketers that have to set up conversion tracking on a site where URL rules aren’t an option. With these kinds of sites, it takes a bit more work to set up tracking, and it can be a bit confusing.
If you’re running ads in Microsoft (hint: if you’re running them in Google, you should at least take a look at Microsoft) and you have one of those frustrating sites, then this post is for you. Here’s how to set up Event Tracking in Microsoft Ads.
Why event tracking?
You know the importance of conversion tracking in PPC. But why event tracking? In case you need a little more explanation on why to use event tracking, or you’re rude and totally skipped the intro, I’m going to answer this question by extrapolating on the traditional conversion tracking option in Microsoft Ads.
When you create a Microsoft Ads account, you are given a UET tag to apply to all pages of your website. This pixel tracks all users who go to your site and can also track conversions. So, the simplest way to track conversions is to set up URL rule goals, as with the screenshot below:
For this option, you set up a…