Conversion goals allow you to specify which actions to count as conversions, as recorded by UET. However, not all actions are created equal. You probably have a subset of actions that you consider more important to a successful advertising campaign. These may include making purchases, filling out a lead form, or watching a video. This is where conversion goals can help.
One of the biggest value propositions of conversion tracking with UET is that the UET tag on your website can track multiple types of conversions. Once the UET tag tracking code is added to your website, Microsoft Advertising can log page visits and any custom events (such as document downloads, signups for a newsletter, etc.).
The types of conversion goals are:
Website conversionsCount user visits to specific webpages as conversions.
Examples: Confirmation page after purchase, Thank you page after lead generation.
Values to fill in for this goal: Input string and the condition to use when matching the webpage URL with the string. The conditions are:
Count every time someone completes a specific action--such as signing up for a newsletter or downloading a document--as a conversion.
Examples: Downloading a document, watching a video, signing up for a newsletter.
Values to fill in for this goal: 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:
To set this up, you must customize your UET tag tracking code to report the values for one or more of the custom event parameters in addition to creating conversion goals in Microsoft Advertising to track those events. To learn more, see How to track custom events with UET.
Count every time someone stays on a website for longer than a certain amount of time as a conversion.
Example: 10 minutes or longer spent on a blog or playing a game on the webpage.
Value to fill in for this goal: The minimum duration of time they expect a user to spend on their website to count a conversion by providing a value (range - 1 second to 23 hours, 59 minutes, and 59 seconds).
Count every time someone visits more than a specified number of pages on your website as a conversion.
Example: 5 pages viewed on a support site or product catalog.
Value to fill in for this goal: The minimum number of pages that a user must visit in a single session for the action to count as a conversion. This can be any number from 0 to 9999999.
Not everyone has this feature yet. If you don't, don't worry—it's coming soon!
Count every time a product is purchased via an ad click.
Example: An ad click leads to an online purchase of a specific product.
This conversion goal type does not require custom values.
Count every time someone installs your app as a conversion. To learn more, see Track mobile app installs as conversions.
Example: Installation of your app on Android devices.
To track, select the App platform and enter the App ID/Package name.
Where to find app ID/package name: http://apps.microsoft.com/windows/en-us/app/example-app-name/12345678-9abc-1234-1234-1234567890ab
Where to find app ID/package name: http://play.google.com/store/apps/details?id=com.example.appname
Where to find app ID/package name: http://itunes.apple.com/us/app/example-app-name/id#########
Track when your ad leads to a conversion outside of your website. To learn more, see Tracking offline conversions.
Example: A search ad leads to an over-the-phone purchase.
This conversion goal type does not require custom values.
Not everyone has this feature yet. If you don't, don't worry—it's coming soon!
Count every time a user visits a store as a conversion.
Example: A search ad leads to a store visit.
This conversion goal type does not require custom values.
Not everyone has this feature yet. If you don't, don't worry—it's coming soon!
Count every time a transaction occurs in your store.
Example: A search ad leads to an in-store purchase.
This conversion goal type does not require custom values.