> ## Documentation Index
> Fetch the complete documentation index at: https://docs.upstackdata.com/llms.txt
> Use this file to discover all available pages before exploring further.

# How to Create Event Goals in Microsoft Advertising

> Create Event Goals in Microsoft Advertising to track specific conversion types sent by Upstack Data via the Conversions API.

**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.

<Note>
  Microsoft uses **free-form event names** rather than predefined standard events. Event matching is done via Event Goals configured in the Microsoft Advertising UI.
</Note>

## Steps

<Steps>
  <Step title="Sign in to Microsoft Advertising">
    Go to [ads.microsoft.com](https://ads.microsoft.com) and sign in to your account.
  </Step>

  <Step title="Navigate to Conversion Goals">
    In the top navigation, click **Tools** → **Conversion Goals** (under Conversion tracking).
  </Step>

  <Step title="Create a new goal">
    Click **+ Create conversion goal** and select **Event** as the goal type.
  </Step>

  <Step title="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
  </Step>

  <Step title="Save the goal">
    Click **Save** to create the Event Goal.

    Repeat for each event type you want to track.
  </Step>
</Steps>

## Event name mapping

Create Event Goals for these Upstack events:

| Upstack event      | Event name to use | Recommended settings                   |
| ------------------ | ----------------- | -------------------------------------- |
| `Purchase`         | `purchase`        | Revenue: Use event value, Primary goal |
| `AddToCart`        | `add_to_cart`     | Revenue: Fixed value or event value    |
| `ViewContent`      | `view_item`       | Revenue: None or fixed value           |
| `InitiateCheckout` | `begin_checkout`  | Revenue: Use event value               |
| `Lead`             | `lead`            | Revenue: Fixed value                   |
| `Search`           | `search`          | Revenue: None                          |
| `SignUp`           | `sign_up`         | Revenue: Fixed value                   |
| `PageView`         | `pageLoad`        | Revenue: None                          |

## 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:

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

<Note>
  **Need help?** Contact our [support team](/support) if events aren't being tracked correctly.
</Note>