How to Create Conversion Goals in Your Microsoft (Bing) Ads Account

Learn how to set up conversion goals to start measuring your ad campaign performance.

Create Event-Based Conversion Goal

• Sign in to your Microsoft Ads account.

• Navigate to Tools > Conversions, then select the Conversion Goals tab.

• Click the + Create button.

New Conversion Goal Settings

• Set Up Conversion Goal: Choose Website, then click Next.

• Define Goal Type

  • Under Goal Category, choose a type from the dropdown (e.g., Purchase, Add to cart).

  • Under Goal Type, select Event, then click Next.

  
• Set up Conversion goal details

  • Goal name: Enter a name for your goal (e.g., “Website Purchase”).

  • In Revenue section: Choose "Conversion action value may vary (for example, by purchase price)" tab in the drop-down menu.

  • (Optional) Advanced settings: If you want to customize your tracking, you can select additional options in advanced settings

  

  • Click Next button at the bottom of the page

• Select if you'd like to turn on Enhanced conversions or "I don't want to use enhanced conversions.". Then, select Save and next.

• Set up stagging

  • Select the UET tag you want to use.

  • For the question "Do you have this UET tag installed on your website?", select the second option.

  • Click Save and next.

  
• Install event tag

  • Choose Manual installation, then click Next

  
• Custom Event Parameters:

  • In the Action field, enter the correct event action value.

  • Click + Add another parameter to add the Category field, and enter the corresponding category value.

Important note

The Action and Category values must exactly match the parameters sent by TagFly as shown in your UET Tag dashboard.

If these values don’t match, the conversion goal will not work.

Use the following table to find the correct Action and Category values:

Event names	Action & Category name
Page view	page_view
View Item	view_item
Search	search
Add To Cart	add_to_cart
Begin Checkout	begin_checkout
Purchase	purchase

• In "When do you want to track this event?" section and choose "Track event on inline action" from the dropdown.

• After entering all the required information, ignore the provided script and click Save and Next, then Done.

✅ Your conversion goal has now been created successfully and is active!

That's it! If you need help with setting this up in the app, feel free to reach out via the in-app chat or schedule a meeting with our team. We’re happy to help!