About tracking templates and conversion goals for Vertical ads

Learn more about tracking templates and conversion goals for Vertical ads.

Add tracking templates

URL tracking allows you to find out how visitors got to your website and gives you more information about the source of an ad click. All you need to do is add URL parameters to your tracking template. When your ad is served, the parameters are dynamically appended to your landing page URL.

For Vertical ads, you can add tracking templates at these levels:

  • Account
  • Campaign
  • Ad
  • Ad group
  • Keyword
  • Feed item

There are two ways to add tracking templates in Microsoft Advertising:

Basic tracking: Set up the tracking template in Microsoft Advertising as you would for regular text ads. Learn more about URL tracking.

Note: We recommend setting the tracking template and custom parameters at the campaign level, leaving the tracking template and custom parameters blank at the ad group and keyword levels.

Feed item tracking: Set up the tracking template in Microsoft Advertising and define the custom parameters in the corresponding feed attribute for each feed row in the data feed.

Examples for feed item tracking:

  • Create the tracking template in Microsoft Advertising: http://www.trackingtool.com/?source=Microsoft&pcategory={_pcategory}&city={_city}
  • Create custom parameters in the dynamic data feeds file:
Examples of custom parameters in the dynamic data feeds file.Custom parameters

The following formats are supported for custom parameters:

  • Format option 1: {“type":“ma“, “state“:“newyork”}
  • Format option 2: {_type} = “ma”; {_state} = “newyork”

You can use the Final URL suffix field to specify the parameters you want to attach to the end of your landing page URL. You won't have to worry about any encoding rules as you would if they were included in your tracking template.

If you enable parallel tracking, we recommend that you use the Final URL suffix field to define any landing page parameters needed during redirection. This ensures that relevant tracking values are always passed to your website.

Notes
  • You cannot define custom parameters at the account level, but you can add custom parameters to the account tracking templates that are defined at the campaign, ad group, ad, keyword, or feed item level. To learn more, see Can I use custom parameters?
  • If you create a tracking template at the campaign, ad group, ad, or feed item level, it will override the account tracking template. When your ad is served, the lowest level tracking template will be appended to your landing page URL.
  • Automotive free listings don't offer URL tracking.

Create a conversion goal

You create a conversion goal to track actions people take on your website after they click your ad. When the action matches your conversion goal, it counts as a conversion. Note: The conversion goals setup is identical to text ads and you can continue to use your existing goals for Vertical ads.

  1. From the top menu, select Tools > Conversion goals.
  2. Select Create conversion goal.
  3. Choose the type of conversion you want to track: Website, Mobile app install, or Offline.
  4. Select Next.
  5. Choose a goal category from the dropdown menu and then choose a goal type.
  6. Enter a name for your goal in the Goal name box. When naming your goal, use a descriptive name that makes sense to you (e.g., "Checkout page").

    Note: You can only use a conversion goal name once.

  7. Fill in the appropriate values for your selected goal type.
  8. If you want to add a monetary value for each conversion, choose one of the following from the Revenue dropdown menu:
    • Each conversion action has the same value. Enter the amount and select the currency (if available). This is a static revenue value that doesn't change.
    • Conversion action value may vary (for instance, by purchase price). 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.
  9. Select Next.
  10. Select the UET tag that you want to associate with this conversion goal (not applicable to offline conversions).
  11. Choose an answer for Do you have this UET tag installed on your website?

    If you choose either No, this UET tag is not installed on all your website pages or I'm not sure. I need instructions to install the tag, select Install the tag yourself or Send the tag to a developer. Select Next and follow the onscreen instructions. Select Next to finish setting up the conversion goal.

    Learn more about adding a UET tag to your website.

  12. Select Save and next.
  13. (Optional) In the resulting Conversion goal created! message, select test the goal now to use the UET Tag Helper browser extension to verify that your goal is working correctly. Learn more about UET Tag Helper.

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