Microsoft expands enhanced conversions and targeting capabilities

Microsoft is launching enhanced conversions in all markets across America and Europe in the coming weeks.

Additionally, the tech giant introduced new ad-targeting capabilities to assist brands in reaching high-value consumers.

Why we care. Leveraging these latest updates has the potential to enhance campaign performance significantly. By refining conversion measurement, you can optimize campaigns more effectively, ensuring that your ads reach consumers who are more likely to convert, boosting ROI.

Enhanced conversions explained. Enhanced conversions incorporate privacy-safe first-party customer data, such as email and phone numbers, enabling you to:

  • Improve the accuracy of your conversion measurement. 
  • Track cross-device conversions.
  • Comply with regulations by leveraging hashed and privacy-safe user information.
Microsoft Enhanced Conversions

Getting started. To begin using enhanced conversions, you must first have online or offline conversion tracking set up to receive conversions.

  • For online conversions, you should follow the user interface (UI) instructions to copy and paste a code snippet into your website, similar to how you would instrument the UET tag snippet.
  • For offline conversions, follow the instructions on the help page to format and hash the user’s first-party data before uploading it to the user interface (UI).

If you, as an advertiser, already collect crucial first-party information from successful conversions, consider setting up Enhanced conversions for more advanced customer matching and client prospecting. It’s currently in beta and will be available to all customers in the upcoming weeks.

Enhanced ad-targeting. In the U.S. and Canada, you can now utilize in-market audiences based on company size and job titles. This feature enables you to target potential customers by their titles and the size of their companies, utilizing information sourced from LinkedIn profiles. This capability is accessible wherever in-market audiences are currently applicable, including display, native, and connected TV.

Microsoft Ad TargetingMicrosoft Ad Targeting

More February updates: Microsoft announced several additional updates this month, including:

  • Easier campaign creation: You can now set up your campaigns in just a few steps with Microsoft’s new campaign creation view.
  • Deprecation of Hotel Center subaccounts paused: Due to customer feedback and the need for additional preparation for the transition to Lodging Campaigns, Microsoft is temporarily pausing the deprecation of subaccounts in Hotel Center. Advertisers will continue managing their campaigns through Hotel Center as usual.
  • RSA (responsive search ad) update: Campaign asset reporting is now accessible at both Campaign and Ad group levels.

Deep dive. Read Microsoft’s announcement in full for more information.

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