181 pages

Microsoft Ads: conversion tracking by ad platform and industry

One hundred and eighty-one industries across twelve ad platforms. The industry decides what a conversion actually is and where the truth lives — a dentist's is an attended appointment in a practice system, a manufacturer's is a won quote in an ERP. The platform decides the click identifier, the import mechanism, the deduplication rule and the window. Neither half tells you the other, which is why these are written per combination.

Find your business and the platform you spend most on. Start with the identifier coverage check — it is the ceiling on everything else and it takes ten minutes on your own account.