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You create a conversion goal to track actions people take on your website after they click on your ad. When the action matches your conversion goal, it is counted as a conversion.
For conversion goals to work, Microsoft Advertising needs to be able to collect data from your website. This requires Universal Event Tracking (UET).
Input string and the condition to use when matching the webpage URL with the string.
Equals To: In this case the input string must exactly match with the URL on which the UET event fired. However, http(s) and www are ignored (rest of the string must match). For example, if you provide an input string of contoso.com, and the URL is http://www.contoso.com or https://www.contoso.com, Microsoft Advertising will consider it as a match and vice versa will also be true.
Begins With: This matches identical characters starting from the beginning of the string up to and including the last character in the input string. However, http(s) and www are ignored (rest of the string must match). Use this option when your page URLs are generally unvarying but when they include additional parameters at the end that you want to exclude. For example, if you provide an input string of contoso, and the URL is http://www.contoso.com or https://www.contoso.com, Microsoft Advertising will consider it as a match and vice versa will also be true.
Contains: When this operator is used, Microsoft Advertising verifies if the input string is present anywhere in the URL reported by the UET tag.
Regular Expression: A regular expression uses special characters to enable wildcard and flexible matching. This is useful when the stem, trailing parameters, or both, can vary in the URLs for the same webpage. However, this option works best when you know how to construct regular expressions that match your URLs. This advanced topic provides some examples of how to use regular expressions when building destination URL type goals.
|The minimum duration of time they expect a user to spend on their website in order to count a conversion by providing a value (range - 1 second to 23 hours, 59 minutes and 59 seconds).|
|Pages viewed per visit|
|The minimum number of pages that users must visit at a minimum in a single session for to count a conversion. Can be any number from 0 to 9999999.|
Microsoft Advertising allows you to report custom events (such as downloading white papers, subscribing to newsletters etc) from UET and then choose a subset of those custom events to count as conversions. To learn more, see How to track custom events with UET In short, Microsoft Advertising requires that you report values for one or more of the following custom parameters when custom events happen and create custom event type goals specifying which values for these custom parameters would qualify the custom event as a conversion:
Event category: The category of event you want to track. For example, 'video
Event action: The type of user interaction you want to track. For example, 'play' or 'pause' etc
Event label: The name of the element that caused the action. For example, 'trailer' or 'behindthescenes' etc
Event value: A numerical value associated with that event. Could be length of the video played etc.
|Mobile app installs|
Select the App platform and enter the App ID/Package name.
|This conversion goal type requires no custom values.|
Each conversion action has the same value checkbox, and then enter the amount and select the currency (if available). This is a static revenue value that doesn't change.
The value of this conversion action may vary (for instance, by purchase price) checkbox, and then enter the default amount and select the default currency (if available) to be used when no value is received for a conversion. The revenue value will change based on the customization you make to the UET tag tracking code that you add to your website. To learn more, see How to report variable revenue with UET. This option is only available for destination URL and event conversion goals.