I cannot set coversion target

Question

ある日突然以下2点のコンバージョン目標とUETタグが自動的に設定されそれ以降コンバージョン目標が設定できなくなりました

・Auto Created Goal - リード フォームの送信

・Auto Created Goal - 予約の確定

コンバージョン目標の設定を進めていくと、

「同じ目標カテゴリと UET タグを使用して、簡略化された目標と手動目標を作成することはできません。目標カテゴリごとに簡略化された目標を 1 つだけ作成するか、手動セットアップを使用して、よりカスタマイズされた構成のために複数の目標を作成してください。」

と表示が出てそれ以上進めません。

UETタグというのが何をするものなのかわからないのですがこれを削除し、自分でコンバージョン目標を設定しても問題ないのでしょうか。

Answer 1

The issue you're encountering with setting conversion goals is related to the restrictions imposed by the Universal Event Tracking (UET) tag. When you have auto-created goals, such as the ones you mentioned (Lead Form Submission and Booking Confirmation), you can only create one simplified goal per goal category using the same UET tag. This is why you're receiving the message about not being able to create both simplified and manual goals using the same UET tag.

The UET tag is essential for tracking actions taken on your website, allowing Microsoft Advertising to collect data on user interactions. If you delete the UET tag, you may lose the ability to track conversions effectively, and it could impact your advertising performance. However, if you wish to set up your own conversion goals, you can do so by using manual setup, which allows for more customization. Just be aware that you should not have multiple simplified goals for the same category using the same UET tag.

If you need further assistance, consider reaching out to Microsoft Advertising support for help with your specific situation.

Answer 2

Hi 植田 誠,

Thank you for reaching out to the Microsoft Advertising Learn Q&A Platform!

I understand that you would like to create conversion goals in your account. A UET (Universal Event Tracking) tag is a small piece of code you place on your website that records what customers do there and sends that information to Microsoft Advertising. It’s essential for:

• Conversion tracking – so you can measure actions like purchases, sign-ups, or leads after someone clicks your ad.
• Audience targeting & remarketing – so you can reach people who have visited your site before.
• Automated bidding strategies – so Microsoft Advertising can optimise bids based on real performance data.

How it works:

• The UET tag collects user activity data from your site.
• When a visitor performs an action that matches one of your conversion goals, Microsoft Advertising counts it as a conversion (if the visitor clicked your ad before the action).
• Without a UET tag, you can’t track online conversions or build remarketing lists.

Can you delete it?

Yes, but only if:

• It’s not associated with any conversion goals or audiences.
• It’s not shared with other accounts.

If you delete a UET tag:

• All conversion goals and audiences linked to it will stop working.
• You’ll lose the ability to track those conversions or target those audiences.

To delete a UET tag:

1. Go to Conversions → UET tag.
2. Select the checkbox next to the tag you want to delete.
3. Click Delete and confirm.

If the tag is linked to goals or audiences, you’ll need to remove those associations first by pausing them.

If you want to “set up your own conversion goals” without a UET tag, you can only track offline conversions (uploaded manually) or app installs from app stores. For any website-based conversions, you still need a UET tag — even if you create the goals yourself.

The error you received means that Microsoft Advertising does not allow you to mix simplified conversion goals and manual conversion goals for the same goal category using the same UET tag.

Here’s why and what it means:

• Simplified conversion goal setup automatically detects and configures events (like button clicks, purchases, checkouts, subscriptions) from your UET tag without requiring manual event selection or code changes.
• Manual conversion goal setup lets you create multiple goals with custom configurations, such as variable revenue tracking, app store conversions, or offline conversions.

The restriction:

• You can only have one simplified goal per goal category for a given UET tag.
• If you need multiple goals in the same category for that UET tag, you must use manual setup instead.
• You cannot have both a simplified goal and a manual goal in the same category tied to the same UET tag.

Example: If you already have a simplified goal for the “Purchase” category using UET Tag A, you cannot create a manual “Purchase” goal with UET Tag A. You would either:

• Keep the simplified goal and not create a manual one in that category, or
• Delete the simplified goal and create one or more manual goals for that category.

Simplified conversion goal setup is a feature in Microsoft Advertising that makes it easier to track key actions on your website without needing to manually configure events or add extra code.

It’s a quick, code-free way to start tracking important website actions as conversions, ideal for advertisers who want a simpler setup process without technical complexity.

You can still create your own UET tag in Microsoft Advertising. Here’s how to do it:

Steps to Create a UET Tag

1. Go to UET Tag Setup
   • From the left navigation menu, hover over Conversions and select UET tag.
2. Create the Tag
   • Select Create (or Create UET tag).
   • Enter a UET tag name.
   • Select the industry of the website associated with your UET tag (e.g., Retail, Travel, Technology, etc.).
   • Click Save.
3. Get the Tracking Code
   • In the View UET tag tracking code box, choose Copy, Download, or Email the code.
   • Close the box when done.
4. Add the Tag to Your Website
   • Paste the UET tag tracking code on every page of your website, either in the <head> or <body> section.
   • You can:
   1. Add it directly into your site’s HTML.
   2. Use a tag manager (e.g., Google Tag Manager, Adobe Experience Platform, Tealium, Qubit Opentag, Signal, Ensighten).
   3. Use your website platform’s integration (e.g., WordPress, Shopify, Squarespace, Wix).
5. Verify the Tag
   • Use the UET Tag Helper browser extension to confirm the tag is firing correctly.
     • Statuses you may see:

        - __Unverified__ – No data received yet (can take up to 24 hours).
       
              - __Tag active__ – Data is being received.
       
                    - __Tag inactive__ – No data in the last 24 hours (check installation).
       

 

If you want to track custom events (like button clicks or form submissions) or variable revenue, you can modify the UET tag code after installation.

What is UET and how can it help me?
Everything you need to know about setting up UET
How do I delete a UET tag?
Test conversion goals and audiences with UET Tag Helper
How do I create a conversion goal?
How to track custom events with UET
What are conversion goals and goal types?

I hope the information provided here will at least partly answer your question. For us to make sure that we are able to address the issue, I'll be sending a private message on your inbox, please check your private message for further assistance.

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!

Kind regards, 

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