Despite having revenue tracking fully set up, and having had verified conversion actions, the Platform still reports zero conversions for Microsoft Advertising creatives. The problem occurs when using creative-level revenue tracking.
This issue is commonly caused by the following reasons:
If either of the above reasons applies, conversions will not be attributed properly, and the count within the Platform will remain at zero.
In order to check whether or not your tracking parameters are causing the issue, navigate to the Creatives tab.
Then look at the Destination URLs column. Look at each of the URLs and double-check that you’re using the correct tracking parameters for Microsoft Advertising.
It’s possible that you may be using Google’s tracking parameters instead, or the parameters have been entered incorrectly. You can find out more about Microsoft Advertising’s tracking parameters in this article: Platform URL Parameters.
Once all of your revenue tracking parameters have been corrected and the creatives re-trafficked, you should start to see conversions tracking normally for Microsoft Advertising.
For more information on how to set up the URL Builder, click here.
Microsoft Advertising defaults to use creative-level tracking, so you need to take either step:
Update Microsoft Advertising creative URLs to {param1} in order to use keyword-level tracking.
The Platform synced its Destination URL column with Microsoft Ads' Placeholder {param1} column. That means if there is any value within the Destination URL column (at the keyword level of the Microsoft Advertising Ads center), this will override the Param 1 column and will not sync with the Platform.
So what you need to do is:
You can read more information on this in the following article: Using Microsoft Advertising's Destination URL Field.
