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.
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.
Event name mapping
Create Event Goals for these Upstack events:Goal settings recommendations
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
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
Revenue tracking
For purchase events, select Use the revenue value from conversions to pass the actual order value from Upstack.Verification
After creating Event Goals:- Wait for Upstack to send some events (may take a few hours depending on store traffic)
- Check Tools → UET Tags → select your tag → Tag Status
- Verify events appear with the correct event names
Need help? Contact our support team if events aren’t being tracked correctly.