Microsoft Ads

Features

  • Page view tracking
  • Conversion revenue tracking
  • Dynamic remarketing
  • Shopping progress tracking
  • Contact and Subscription tracking
  • Custom Events to create custom audiences
  • Honours user data preferences under the ‘targeting’ option when cookie consent tracking is on
Getting Started

*Ensure you have disabled any existing tracking first, otherwise duplication errors may occur

Prerequisites
Microsoft Merchant Center Feed Requirements

Tag Rocket sends event data to Microsoft to improve targeted advertising, it is important to ensure that the product information sent can be matched to the products in your Microsoft Merchant Center Feed

Variant Products (Products with Options)

id” – Ideally, the variant SKU but any unique identifier value will suffice
item_group_id” – The BigCommerce Product Id or Product-level SKU*. Can be prefixed/suffixed with other characters eg “P_”

Non-Variant Products (Products without Options)

id” & “item_group_id” – The BigCommerce Product Id or Product-level SKU*. Can be prefixed/suffixed with other characters eg “P_”

* As Product SKU is an optional field, if blank, the feed should revert to the BigCommerce Product ID

To access the feed, Click on Merchant Center->Feeds->Download Feed. the downloaded .txt file can be imported into Excel as a tab-delimited file for inspection

Accessing the Microsoft Merchant Center Feed

Note 1: Tag Rocket defaults to using BigCommerce’s Product ID but this can be changed using the Item Group ID Setting

Note 2: Please read our BigCommerce Product Feeds Article for a more detailed exploration of feeds & product identifiers

Microsoft Ads Purchase Conversion Goal

To improve the accuracy of dynamic remarketing campaigns and reporting through Microsoft Ads, it is important to track the revenue that is caused by ad clicks. This is done by creating a purchase conversion goal.

Click on Tools->Conversion Goals

To ensure correct purchase tracking, you must have only a single goal with a “Goal Category”= “Purchase”, “Goal Type”=”Destination URL” (of order confirmation page) and “Include in ‘Conversions'”=”Yes”. You may have other goals, but only 1 purchase goal that is included in conversions. You may tailor some of the other goal settings to suit your preferences – here is an example of what we commonly configure:

Settings

Basic

Microsoft Universal Event Tracking Tag

The Universal Event Tracking (UET) Tag is used to send page tracking information to Microsoft for general remarketing campaigns

Click Tools->UET Tag to see the list of UET Tags. In most cases, you will already have one created however if not, simply click “Create UET Tag” to create one. Copy the Tag ID into Tag Rocket’s UET Tag Field.

Advanced

Product Identifier (item_group_id)

The Product Identifier Tag Rocket sends must match the “item_group_id” field of your feed. Typically, this is the BigCommerce Product ID or Product SKU. Tag Rocket defaults to the BigCommerce Product ID ([[id]]) but can be switched to [[sku]]. To suit some scenarios, text can be prepended or appended, eg P_[[id]] , [[sku]]_SKU. For further information, please refer to Feed Requirements

Conversion Revenue Tracking

Leaving this enabled allows purchase revenue to be sent through to Microsoft. This allows for more accurate dynamic remarketing campaigns and reporting

Dynamic Remarketing

Leaving this enabled will ensure that the events required for dynamic remarketing are sent. This includes products that customers view and/or purchase through your store.

Cart Activity Tracking

Leaving this enabled will ensure that a customer’s cart activity is sent through to Microsoft. This allows for enhanced remarketing lists to be created.

Custom Event Tracking

Leaving this enabled allows you to track custom events such as “Add to Wishlist”. These can be used to create audiences.