Microsoft Advertising conversion data in Search, Social, & Commerce

Search, Social, & Commerce automatically syncs all conversions tracked by your Microsoft Advertising universal event tracking (UET) tags for website conversions, including view-through conversions, for reporting and optimization.

All metrics are automatically available in your campaign management views and basic reports, and are also available to use in portfolio objectives for optimization of Microsoft Advertising campaigns.

Available conversion data

Search, Social, & Commerce syncs data for conversions for which the “Include in ‘Conversions’” option is enabled, pulling the data for the last 35 days and then pulling changes to the data daily by 09:00-10:00 in the advertiser’s time zone. Historical data may change from day to day as new conversions are tracked for each click.

Two metrics for each Microsoft Advertising-tracked conversion (which you set up in Microsoft Advertising) are automatically available in Search, Social, & Commerce, using the conversion names configured in Microsoft Advertising. The metrics for each conversion include:

  • <conversion-name> — The conversion value for the keyword (such as Purchase).

    note tip
    Use this type of conversion metric in the objective for portfolios that include Microsoft Advertising campaigns with the Max Conversion Value and Target ROAS bid strategies.
  • CT_<conversion-name> — The number (count) of conversions, beginning with the “CT_” prefix (such as CT_Purchase).

    note tip
    Use this type of conversion metric in the objective for portfolios that include Microsoft Advertising campaigns with the Max Conversions and Target CPA bid strategies.

Data is available based on the click time and based on the conversion/transaction time from the date at which the feature is enabled for the account.

Microsoft Advertising records each conversion by bid unit, device, and click date (not conversion date). Attribution is based on the default attribution setting for each metric in Microsoft Advertising; Adobe Advertising attribution isn’t factored in because click event-level data isn’t available.

  • If you have multiple accounts with the same conversion names, you may see duplicate conversion names in Adobe Advertising. If this occurs, change the display name for one of the duplicate metrics in Admin > Conversions. Reporting isn’t accurate when two different metrics have the same name.
  • Data at the bid unit level matches data in the ad network at the same level. However, the ad network’s own conversion data for higher levels may include additional conversions that aren’t attributed to the child bid units. Data in Search, Social, & Commerce is always rolled up from the bid unit level, so, for example, a campaign-level report might not have the same totals as a campaign-level report in the ad network.
  • Data variance is typically less after the morning sync than it is later in the day, when additional conversions haven’t yet been synced. We recommend validating data in the morning.
  • Data isn’t available at the audience or geographical location level and therefore isn’t used to auto-optimize RLSA and location bid adjustments.

How to compare conversion data in Microsoft Advertising with data in Search, Social, & Commerce

Use the following report settings to validate comparable data.

Report settings to use in Microsoft Advertising

Generate the report for the selected conversion actions by day, and include data for all ad statuses.

Report settings to use in Search, Social, & Commerce

In Search, Social, & Commerce, use the view or report option to view conversions based on the click date (not the transaction date).

  1. In the main menu, click Search > Insights & Reports > Reports.

  2. In the toolbar above the data table, click Create Report, hold the cursor over Basic Reports, and then click Search Engine Account Report.

  3. In the Report Settings window, specify the following report settings:

    1. In the Conversions Based on section, select Click date.

    2. Specify the same date range that you used for the Microsoft Advertising report.

    3. In the Search/Content section, select Search Only.

    4. In the Search Engine Hierarchy section, expand the Microsoft Advertising section and select the account.

    5. Open the Columns tab, and add the Microsoft Advertising metrics that you want to compare.

  4. Click Create.