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Send website conversions to Microsoft Ads (set up enhanced conversions)
Automatically send tagged form submissions, purchases, and other conversions to Microsoft Ads. Set up enhanced conversions to match by email address.
Author: Cascade
When you start sending website results, form submissions, purchases, bookings, and sign-ups captured by the measurement tag are automatically sent to Microsoft Ads. Set this up on the Conversion feedback tab under Ad Settings > Audience Management in the left menu. You can view Cascade conversions in Microsoft Ads reports. Adding them to a campaign's conversion goals also lets automated bidding learn from them. Configure this for each product.
This article explains settings specific to Microsoft Ads. For an overview of sending, other platforms, and switches for each conversion type, see Send website conversions to ad platforms.
Only conversions captured by the Cascade measurement tag are sent. The following information is sent for each conversion.
Conversion date, time, and type
Information that identifies the ad click (click ID)
Email address (hashed using the method specified by Microsoft Ads, only for types with Enhanced Conversion enabled)
Purchase amount and currency (only for purchases verified through an e-commerce integration)
Prerequisites
This feature is available on the Business plan.
An Owner or Admin can change the settings.
Connect Microsoft Ads.
Install the measurement tag on your site (see Track inquiries, bookings, and purchases (install the tag)).
The Include in Conversions feature must be available in your Microsoft Ads account. Dedicated destinations cannot be created for accounts without this feature (see "Troubleshooting").
Steps
1. Open Conversion feedback in Audience Management
Open Ad Settings > Audience Management in the left menu and select the Conversion feedback tab.
2. Start sending website results
Start sending Website results (leads, purchases, bookings & sign-ups) under Sending results to ad platforms. Destinations are determined automatically by your connected platforms. The confirmation screen shows the destination platforms, including Microsoft Ads, and the information to be sent.
3. Review the details and agree
Check the information to be sent on the confirmation screen, then click Agree and start. All supported types (forms, purchases, bookings, and sign-ups) are enabled when you start. For products with Shopify connected, purchases are initially off to prevent double counting. If Shopify is not sending purchases to the platform, you can turn the switch on.
After starting, you can switch each type between Send and Won't be sent under Result types to send in What is sent & destinations. The switches apply to all platforms.
4. Enable Enhanced Conversion in Microsoft Ads (to match by email address)
After you start, Cascade automatically creates a dedicated conversion goal for each type in your Microsoft Ads account. Each name includes the type and account ID, such as "Cascade Web CV: Form submitted (Account ID)".
In the Microsoft Ads management interface, open Tools > Conversion Goal and edit the relevant goal. Select Turn On Enhanced Conversions on the edit screen and save. Cascade cannot configure this setting. You need to do it for each goal.
If enhanced conversions are not enabled, only conversions with a click ID are sent. Conversions with only an email address and no click ID, such as purchases on a different device, are sent only for types where this is enabled.
5. Add the goal to your campaign's conversion goals (optional)
Dedicated goals are created with a "not included in bidding" setting, so these conversions do not affect existing conversions by default. To use them for automated bidding, add the dedicated goals to your campaign's conversion goals in the Microsoft Ads management interface. Check Microsoft Ads to confirm that they are applied to bidding.
What happens after you start
Conversions are held for about 10 minutes after capture, then sent in batches every 15 minutes (sending takes about 10–25 minutes). Immediately after a dedicated goal is created, sending waits until it is available in Microsoft Ads. Conversions may take additional time to appear in reports.
Whether sent conversions are counted depends on matching and deduplication in Microsoft Ads. Successful sending does not mean they are counted as conversions.
If you change a dedicated goal to Include in Conversions, sending stops for that type to keep these conversions separate from existing conversions. The reason appears in the Microsoft Ads row under What is sent & destinations.
Stop sending
Stop sending website results on the same screen. This stops sending to all destinations, including Microsoft Ads. Sending in progress also stops from the next sending unit. To stop individual types, set their switches under Result types to send to Won't be sent.
Troubleshooting
Symptom | Cause | Action |
|---|---|---|
The Microsoft Ads row shows "Cannot create a dedicated destination because the 'Include in Conversions' feature is not enabled or its availability cannot be verified" | This feature is unavailable in your Microsoft Ads account, or Cascade cannot verify it. | Contact Microsoft Ads support or your representative about enabling this feature. Once enabled, dedicated goals are created automatically the next time conversions are sent. |
The message "Not sent because the dedicated conversion goal has been changed to 'Include in Conversions', to avoid mixing these conversions with existing conversions" appears | The dedicated goal's setting has been changed from "not included in bidding". | In the Microsoft Ads management interface, change the dedicated goal back to Exclude from Conversions. To use it for automated bidding, add it to your campaign's conversion goals (step 5). |
The message "Cannot send because the dedicated Cascade destination has been deleted" appears | The dedicated goal has been deleted in Microsoft Ads. | The goal is recreated the next time conversions are sent. Sending resumes once it is available. Wait for this to complete. |
The message "Not sent because the dedicated Cascade destination settings differ from when it was created" appears | The dedicated goal's settings have been changed. | Restore the previous settings. |
The message "Cannot send until you reconnect" appears | The Microsoft Ads connection is no longer valid. | Reconnect Microsoft Ads under Settings > Integrations. |
Conversions with only an email address are not being sent | Enhanced Conversion is not enabled for that type's dedicated goal. | Select Turn On Enhanced Conversions for the relevant goal as described in step 4. |
Purchases are set to Won't be sent | Purchases are initially off for products with Shopify connected. | If Shopify is not sending purchases to the platform, turn the switch on. |
Cannot click the switch | Microsoft Ads is not connected, or you do not have permission to configure the settings. | Connect Microsoft Ads on the integrations page. Only an Owner or Admin can configure the settings. |
Conversions are not being sent | The measurement tag is not capturing conversions. | Check that the measurement tag is installed. Conversions that occur before the tag is installed are not sent. |
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