Microsoft Advertising details several important updates and expansions in its June product roundup.
The new tools and features aim to enhance website performance analytics, improve cross-device conversion tracking, expand into new global markets, and integrate more seamlessly with other platforms.
Introducing Universal Event Tracking Insights
This month’s standout news is the introduction of Universal Event Tracking (UET) insights, a feature that gives advertisers a deeper understanding of their website’s performance.
The new feature requires no additional coding and will enhance the capabilities of existing UET tags.
“We’re introducing UET insights, a valuable new feature that we’ll add to your existing UET tags with no additional coding required from you. You’ll get a deeper understanding of your website’s performance and also enable Microsoft Advertising to optimize your ad performance more effectively via improved targeting, fraud detection, and reduced conversion loss.”
The new insights tool will roll out automatically starting July 3.
Cross-Device Conversion Attribution Update
Microsoft Advertising is introducing a cross-device attribution model later this month.
This update will enable advertisers to track and connect customers’ conversion journeys across multiple devices and sessions.
Microsoft explains the new feature in a blog article: “For example, if a user clicks on an ad using their laptop but converts on their phone, we’ll now credit that conversion to the initial ad click on the laptop.”
While the update doesn’t introduce new features or settings, advertisers may notice a slight increase in the number of conversions due to improved accuracy.
Expanding to New Markets
In line with its expansion push throughout 2022, Microsoft Advertising announces it’s expanding its advertising reach to 23 new markets.
The new additions include diverse locations ranging from Antigua and Barbuda to Wallis and Futuna.
This expansion allows advertisers to reach their audiences in more parts of the world.
Seamless Integration With Pinterest & Dynamic Remarketing
Microsoft Advertising is releasing Pinterest Import in all markets via the Microsoft Audience Network (MSAN), allowing advertisers to import campaigns from Pinterest Ads.
Further, Dynamic remarketing on MSAN for Autos, Events & Travel is now available in the US, Canada, and the UK.
The remarketing tool enables advertisers to use their feeds to create rich ad experiences on the Microsoft Audience Network and match their target audience with items in their feed where they’ve shown interest.
Key takeaways from the June product roundup include the automatic rollout of UET Insights starting July 3, introducing a new cross-device attribution model, expanding into 23 new global markets, and enhanced integration with Pinterest via the Microsoft Audience Network.
These developments collectively offer advertisers increased insight into campaign performance, improved accuracy in conversion tracking, and more opportunities to reach audiences worldwide.
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