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The specific actions you want customers to complete after viewing your ad are called goal conversions. You can use Microsoft Advertising' Universal Event Tracking to monitor these conversions and other site activity in order to measure the success of your campaign.
With conversion tracking, you can find out:
Let's assume the goal of your campaign is to drive a sale. Therefore a click on your ad that ultimately results in a click on your website's "Complete purchase" button would be a conversion. Let's see how a user gets there:
As you can see, the user went from clicking on your ad to clicking on the "Complete purchase" button, resulting in a goal conversion for you. Microsoft Advertising provides you with a Universal Event Tracking tag that you add to the <head> section of your webpage. By doing so, each time a user arrives at the Purchase Confirmation page, the Universal Event Tracking tag is triggered and tells Microsoft Advertising to record that information. You can set up a goals to track each of the steps before the Purchase Confirmation page, or you can set up a goal just to track that final step.
A quick note about conversions: In the example above, we've designated a sale as a conversion. But a conversion can be any end-result you want. For example, signing up for a mailing list could be a conversion. Submitting an entry for a contest could be a conversion. It all depends on what is important for your business.