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Conversion Tracking Not Recording Purchases in Microsoft Advertising Campaign

syeda ayesha 20 Reputation points
2026-02-21T15:55:22.3066667+00:00

I am currently running a search campaign in Microsoft Advertising, and although my ads are generating clicks, conversions (purchases) are not being recorded in my account.

Here’s my situation:

  • I have created a UET (Universal Event Tracking) tag and installed it on my website.

The UET tag appears to be active in the Microsoft Advertising dashboard.

I set up a conversion goal based on the purchase confirmation page URL.

The campaign has been live for several days and is receiving traffic.

However, conversions are still showing as “0”.

I have already:

Verified that the UET tag is firing using the UET Tag Helper.

Confirmed that the conversion goal URL matches the thank-you page exactly.

Checked that auto-tagging is enabled.

Is there anything else I should verify to ensure conversions are tracked correctly? Could this be related to attribution settings, tracking delays, or incorrect goal configuration?

Thank you in advance for your guidance.I am currently running a search campaign in Microsoft Advertising, and although my ads are generating clicks, conversions (purchases) are not being recorded in my account.

Here’s my situation:

I have created a UET (Universal Event Tracking) tag and installed it on my website.

The UET tag appears to be active in the Microsoft Advertising dashboard.

I set up a conversion goal based on the purchase confirmation page URL.

The campaign has been live for several days and is receiving traffic.

However, conversions are still showing as “0”.

I have already:

Verified that the UET tag is firing using the UET Tag Helper.

Confirmed that the conversion goal URL matches the thank-you page exactly.

Checked that auto-tagging is enabled.

Is there anything else I should verify to ensure conversions are tracked correctly? Could this be related to attribution settings, tracking delays, or incorrect goal configuration? Read more

Thank you in advance for your guidance.

Microsoft Advertising
Microsoft Advertising

A platform for Microsoft's advertising efforts designed to manage all advertising and reporting for partner advertisers. Previously known as Bing Ads and adCenter.

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Answer accepted by question author
  1. Q&A Assist
    2026-02-21T15:55:41.6766667+00:00
    AI generated content. This question contains an answer created with AI from Q&A Assist. Learn more

    It sounds like you've taken several important steps to ensure that your UET tag and conversion goals are set up correctly. Here are a few additional things you can verify to help troubleshoot the issue of conversions not being recorded:

    1. Tracking Status: Check the tracking status of your UET tag in the Microsoft Advertising dashboard. It should be set to "Active". If it shows as "Inactive" or "Unverified", you may need to troubleshoot the implementation of the UET tag on your website.
    2. Conversion Goal Status: Ensure that the conversion goal is set to "Recording conversions". If the status is "No recent conversions", it may indicate that the goal is not set up correctly or that there are no users completing the conversion action.
    3. Time for Data to Populate: Sometimes, it can take a few days for conversions to start recording after the setup. If your campaign has just started, it may be worth waiting a little longer.
    4. Check for Multiple Tags: Ensure that there are no conflicting UET tags on your website that might be causing issues with tracking.
    5. Attribution Settings: Review the attribution settings in your account. If the attribution window is too short, it may not capture conversions that occur after a certain time frame.
    6. Fiddler Trace: Use a tool like Fiddler to trace the traffic sent to the UET endpoint from your application. This can help you validate whether the events are being sent correctly.

    If you have checked all of these and are still experiencing issues, it may be beneficial to reach out to Microsoft Advertising support for further assistance.

    References:

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