Search and Audience Network campaigns got two more new conversion goal options by Microsoft Advertising. To properly use either option you need to be sure to have Universal Event Tracking set up.

Include in Conversions

You can tell Microsoft with this option which conversion goals to include in your conversion metrics. The goals you mark in the Include with “Conversions” setting will be optimized for any conversion-based automated bid strategies that you are using in your campaigns .

By default any new and existing conversions goals will be marked to Include with “Conversions”. You can still see aggregated performance with the “All conv.” column options if you opt to remove conversion goals. You can check out your conversion goals settings by heading to Shared Library > Conversion goals.

View-through conversions

This option is specifically used with the Microsoft Audience Network. View-though conversions are impression-based instead of click-based. They capture when a users is shown an ad but they don’t click and ends up converting on your site at a later date.

Microsoft Audience Ads click-through rates tend to be lower than high intent search ads, as with standard display ads. Use view-through conversions to capture potential impression-assists of these native ads for a better picture of the role they play in the customer experience.

A view-through conversion window setting will be available for all Universal Event Tracking based conversion goals. Just go to Shared Library > Conversion Goals and select the conversion goal you want to edit. Consider the goal of the campaign as well as the typical length of your sales cycle and the phase your target audiences are likely in when they’ll see your ads, when thinking about setting your view-through conversion window. Your look back window will be shorter, the shorter the conversion cycle and further down the funnel your audiences are.

By default, View-through conversions are set at one day. And with that setting, for a view-through conversion to be counted, users will need to convert within a day after the ad impression is served.

These two options give more flexibility to optimize and measure campaigns and also make it easier to compare campaign performance against other channels.