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Event Goals in Microsoft Advertising define which events count as conversions for your campaigns. Upstack sends events like purchase, add_to_cart, and view_item — you need corresponding Event Goals to track them.
Microsoft uses free-form event names rather than predefined standard events. Event matching is done via Event Goals configured in the Microsoft Advertising UI.

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Steps

1

Sign in to Microsoft Advertising

Go to ads.microsoft.com and sign in to your account.
2

Navigate to Conversion Goals

In the top navigation, click Tools → Conversion Goals (under Conversion tracking).
3

Create a new goal

Click + Create conversion goal and select Event as the goal type.
4

Configure the goal

Fill in the goal settings:
  • Goal name: Use a descriptive name (e.g., “Upstack Purchase”, “Upstack Add to Cart”)
  • Event name: Enter the exact event name Upstack sends (see mapping table below)
  • Revenue value: Configure how revenue is tracked (use event value for purchases)
  • Attribution window: Set your desired click-through and view-through windows
5

Save the goal

Click Save to create the Event Goal.Repeat for each event type you want to track.

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Event name mapping

Create Event Goals for these Upstack events:
Upstack eventEvent name to useRecommended settings
PurchasepurchaseRevenue: Use event value, Primary goal
AddToCartadd_to_cartRevenue: Fixed value or event value
ViewContentview_itemRevenue: None or fixed value
InitiateCheckoutbegin_checkoutRevenue: Use event value
LeadleadRevenue: Fixed value
SearchsearchRevenue: None
SignUpsign_upRevenue: Fixed value
PageViewpageLoadRevenue: None

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Goal settings recommendations

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Primary vs. secondary goals

  • Primary goal: Purchase events — these are used for campaign optimization
  • Secondary goals: Add to cart, view content — useful for analysis but don’t directly influence bidding

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Attribution windows

  • Click-through window: 30 days (default) — conversions attributed to ad clicks
  • View-through window: 1 day — conversions attributed to ad impressions without clicks

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Revenue tracking

For purchase events, select Use the revenue value from conversions to pass the actual order value from Upstack.

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Verification

After creating Event Goals:
  1. Wait for Upstack to send some events (may take a few hours depending on store traffic)
  2. Check Tools → UET Tags → select your tag → Tag Status
  3. Verify events appear with the correct event names
Need help? Contact our support team if events aren’t being tracked correctly.