Help CenterOverview
Website conversion tracking in Microsoft Ads lets you measure form fills as conversions. This helps you see which ads drive leads. This guide explains how to set it up using the Universal Event Tracking (UET) tag.
Step-by-Step Instructions
1. Create a UET tag in Microsoft Ads
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Log in to Microsoft Ads.
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Go to Tools > UET Tag.
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Click Create UET Tag.
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Name the tag (example: "Website Tracking").
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Click Save.
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Copy the tag code snippet.
2. Install the UET tag on your website
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Paste the UET tag code on every page of your website.
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Place it before the closing tag.
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Or install it using Google Tag Manager:
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In GTM, click Tags > New.
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Choose Custom HTML.
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Paste the UET tag code.
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Set trigger to All Pages.
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Click Save and Publish.
3. Create a conversion goal in Microsoft Ads
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Go to Tools > Conversion Goals.
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Click Create a conversion goal.
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Choose Destination URL as the goal type.
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Name the goal (example: "Form Fill").
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Enter the thank you page URL (example: https://yourdomain.com/thank-you).
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Set Goal Category to Lead.
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Set Revenue Value if needed.
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Click Save.
4. Verify UET tag status
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Go to Tools > UET Tags.
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Check if the tag status shows Active.
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If not, use Microsoft UET Tag Helper Chrome extension to debug.
5. Assign the conversion goal to your campaigns
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Go to your campaign settings.
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Under Conversion Tracking, select the conversion goal you created.
6. Test the conversion tracking
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Submit a test form on your site.
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Make sure it redirects to the thank you page.
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Go back to Conversion Goals in Microsoft Ads.
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Check if the conversion was recorded (may take up to 24 hours).
Final Checklist
✅ Create UET tag in Microsoft Ads
✅ Install UET tag on all website pages
✅ Create a conversion goal for the form thank you page
✅ Assign conversion goal to your campaign
✅ Test a form submission
✅ Confirm conversion is tracking in Microsoft Ads
By setting this up, you’ll see which Microsoft Ads campaigns are driving form fills and leads from your website.