UET Tag and Conversion goal setup

Question

I am not seeing conversions in Microsoft Ads, can you help me with my tracking tag and conversion goal setup?

I've tested the UET tag (in Google Tag Manager) and it works as expected, still I cannot understand why there are >400 clicks per Microsoft Ads and only 20 sessions in Google Analytics. I've also used Microsoft's own tag testing tool, and it tells me the tag is not recognised. I think this notification comes up because we have a cookie solution because ultimately the Tracking Status is "active"

Answer 1

Hello Lizanne,

Thank you for using our Microsoft Advertising Community Forum!

I understand that you are struggling with conversion tracking. I hope the response and resources provided here can point you in the right direction.

If you have conversion tracking set up, but you aren't finding conversions or tracked revenue in Microsoft Advertising, follow this troubleshooter.

Before anything else, check these two things:

• Has it been more than 24 hours since you set up this UET tag or this conversion goal?
  It can take up to 24 hours for Microsoft Advertising to receive data from a new UET tag or conversion goal. Wait until 24 hours have passed and check again.
• What is your conversion goal's tracking status? From the navigation menu on the left, hover over Conversions and select Conversion goals. and check the Tracking status column for this conversion goal.
  • Tracking status is "Unverified" or "Tag inactive": Follow the steps in next section of this article.
  • Tracking status is "No recent conversions"

If your UET tag has been on your webpage for more than 24 hours, you can review the UET tracking status in Microsoft Advertising to see if the tag is active or inactive and then you can use the UET Tag Helper to check to see if your UET tag is working or not. UET Tag Helper is a browser extension that validates the implementation of the Microsoft Advertising Universal Event Tracking (UET) tag—and the functionality of conversion goals—on any given webpage. It is available in Microsoft Edge and Google Chrome. To learn more about UET tags, see What is UET and how can it help me? UET Tag Helper allows you to:

• Validate and troubleshoot UET tags. You can validate UET tags right in the browser instead of checking the tag status in Microsoft Advertising after a few hours. The UET Tag Helper icon tells you how many UET tags you have on a webpage and if they are working or not. If your tags are not working, the helper tells you what the issue is and what you can do to fix it.
• Test your conversion goals. Show UET Tag Helper which conversion you want to test and then navigate your website, and it will tell you what conversion events it records, what problems it encounters, and how to fix them.

For more information, please see the following help pages:

Why am I not recording conversions or tracked revenue?

Test conversion goals and audiences with UET Tag Helper

Troubleshoot UET tag

How do I manage my conversion goals?

There could be several reasons why conversions may not match. Keep in mind that Microsoft Advertising doesn't expose conversion data to any third-party platform, and each system uses its own logic and goal setup to track conversions. Microsoft Advertising reports conversions on the date of the ad click, whereas some other reporting tools attribute them to the date of the conversion. As such, some level of discrepancies are expected. To see why Microsoft Advertising may not be counting conversions, over-counting or under-counting conversions, I highly recommend going through this extended help page:

Why do I see a discrepancy between Microsoft Advertising conversion counts and those from Google Analytics and Google Ads (or my own logs)?

Our support teams are happy to discuss your account in more detail via phone, chat or email to provide review assistance, please see our support page to reach out! 

I hope the information provided here will at least partly answer your question.  If you have any additional questions please do not hesitate to reach out to our support. I have also sent you a private message asking for further details. You are more than welcome to respond to me so that I can begin the investigation on my end.

Kind regards, 

Vahid| Microsoft Advertising Support Specialist | 800-518-5689