Confusion with Example custom events for e-commerce customers

Question

There is a page with some detailed UET event examples, which has me a little confused:

https://help.ads.microsoft.com/#apex/ads/en/60118/-1

It seems to be mostly about supporting dynamic remarketing. However the "Add to cart" and "Order confirmation" page examples include an action name, which means dynamic remarketing will ignore it...

• In the 'event', '', part of the tag, make sure the two single-quotation marks after 'event' remain empty. https://help.ads.microsoft.com/apex/index/3/en/56910

Which means that people following these examples will not be sending dynamic remarketing based purchase events as the event has an action that is not blank?

And it implies that non dynamic remaketing based custom events with action names support the dynamic remarketing parameters (ecomm_prodid, ecomm_pagetype, ecomm_totalvalue)?

Several of the examples also include an items array. This is mentioned in the new Product Connversion Goal in relation to Microsoft Shopping Campaigns for Brands and the purchase event.

https://help.ads.microsoft.com/#apex/ads/en/56928/-1

Are items going to be support for dynamic remarketing events and other shopping related custom events?

Answer 1

Hello TonyMcCreath,

Thank you for contacting the Microsoft Advertising forum. I hope this message finds you well.

I will be happy to shine light on customer events for e-commerce and any other relative UET information that requires to be explained further, and resolving any confusion surrounding the content provided.

Just to confirm, the add to cart OR order confirmation are different types of events, these two events are for conversion goals. They are not for dynamic remarketing, it appears all the others on the page are indeed for dynamic remarketing goals:

Homepage Category browse pageSearch results pageProduct display pageAdd to cart eventShopping cart pageOrder confirmation page

If you would like to implement a conversion goal for add to cart then you will need to utilize the add to cart event. Additionally, if its a dynamic remarketing list to get shopping cart abandoners they the shopping cart page option is the correct choice, which is for dynamic remarketing.

We do indeed have product goal conversion goals, but not in all accounts, those will specifically use ecommerce parameters and this is specified via the help page you included in your message. Just a brief description on this feature:

The product conversion goal can help your feed-based campaign ensure that ads that eventually lead to conversions get credit for those conversions. It can work in two different ways:

• As a retailer, accurately attribute purchases: A customer clicks an ad for Product A, navigates away without purchasing, subsequently clicks an ad for Product B, but ends up purchasing Product A. Normally, this conversion would be attributed to the ad for Product B because that was the ad last clicked. However, with the product conversion goal, you can track this as a conversion for the ad for Product A.
• As a retailer participating in Microsoft Shopping Campaigns for Brands, attribute same-brand purchases: A customer clicks an ad for Product A (Brand X), but ends up purchasing Product B (Brand X). Normally, no conversion would be reported. However, with the product conversion goal for brands, you can track this as a conversion for Brand X. You must have Microsoft Shopping Campaigns for Brands set up for this scenario.

What's the difference between product conversion goals and dynamic remarketing? Product conversion goals are used to track purchases or other conversions on your website. Dynamic remarketing informs how you show ads to people who have already purchased or otherwise interacted with products on your website. Learn more about dynamic remarketing.

Requirements

Before you start setting up a product conversion goal, make sure you have:

• A Microsoft Merchant Center shopping campaign or other feed-based ad campaign. What is Microsoft Merchant Center?
• A JavaScript UET tag: Create a Microsoft Advertising UET tag and add the UET tag tracking code to every page of your website.
  • JavaScript is required to ensure you have access to the full functionalities of conversion tracking and remarketing. If you are using a non-JavaScript tag, please switch over to a JavaScript tag.
• The ability to edit website code: Make sure that either you or your webmaster can edit your website code.

This goal type is either accessible from within your Microsoft Advertising account or it is not, as the pilot has now been closed and currently awaiting to be accessible for all in the near future.

I have sent you a private message in case you have additional questions, as I am on hand to help whenever required.

Thank you,

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

Answer 2

Hello TonyMcCreath,

Thank you for your reply. I am following up on behalf of Damian. I hope you are well.

I am happy Damian’s reply answered your questions regarding the dynamic remarking and the UET Tag.

We appreciate and value your feedback and as such I would like to recommend you provide that feedback within your account as a suggestion to Microsoft Advertising and as we are always looking for ways we can improve customer/user experience.

Please let me know if you have any other questions regarding this query.

I look forward to your reply. Thank you,Daniela | Microsoft Advertising Support Specialist | 800-518-5689

Answer 3

Thanks for all of that, it confirms my thoughts. So those examples are not a complete set for dynamic remarketing. It may be good to add the dynamic remarketing example for purchase.