Household Attribution on Microsoft Invest enables advertisers to gain deeper insights into how their audience engages with ads across multiple screens and devices.
This powerful feature allows advertisers to track behavior within a household, capturing actions taken by one member on one device after seeing an ad on another. By analysing interactions across devices connected to the same IP address or within the same household, you get an intricate view of your audience’s journey.
Top Benefits of Household Attribution on Microsoft Invest
Here are the key benefits of using Household Attribution on Microsoft Invest:
- Capture More Conversions: Household Attribution allows you to match ads served on one device with conversions that occur on a different device within the same household. Understand the full impact of your campaigns, even if conversions happen on a device other than the one where the ad was initially viewed.
- Understand Cross-Screen Behaviour: Gain insights into how your target audience interacts with ads across various screens and devices. This is especially useful for high-consideration products, where decision-making often spans multiple touchpoints.
- Enhance Campaign Measurement & Performance: Household Attribution provides richer and more actionable optimisation signals to improve campaign measurement and performance. With access to detailed cross-device behaviour data, you can fine-tune your strategies, optimise your budget allocation, and make more informed decisions.
Implementing Consent Mode for UET
For clients with end users in the EEA (European Economic Area), UK, and Switzerland, it is essential to obtain and send end-user consent to comply with applicable privacy regulations and Microsoft Advertising policies, to ensure the continued effectiveness of your campaigns.
To meet these requirements and respect user privacy preferences, Microsoft Advertising offers several ways for you to send consent signals.
Ways to Implement Consent Mode for UET
- UET Consent Mode: Implement Universal Event Tracking (UET) Consent Mode to adjust the behavior of Microsoft tags based on the consent status of your users. UET Consent Mode helps ensure that Microsoft Advertising only processes data in accordance with the user’s consent preferences so you remain compliant with regulations and continue measuring campaign performance.
- Transparency and Consent Framework (TCF) 2.0: Use the Transparency and Consent Framework v2.0 (TCF 2.0) to pass consent signals directly via a TCF 2.0 string or through a Consent Management Platform (CMP). By integrating TCF 2.0 with Microsoft Advertising, you can easily manage and communicate consent preferences so Microsoft tags are only activated when user consent has been appropriately granted.
Note: If your website is using Usercentrics Cookiebot CMP or Usercentrics Web CMP, these platforms now support UET Consent Mode natively.
- Google Tag Manager (GTM): Microsoft Advertising’s UET Consent Mode now fully supports Google Tag Manager (GTM) Consent Mode, allowing you to manage consent state directly within GTM. This means you can leverage GTM’s capabilities to retrieve the user consent status and pass it to Microsoft Advertising, ensuring smooth campaign continuity and compliance.
Why Consent Mode Matters
Implementing consent mode is not just about compliance—it’s also about maintaining the effectiveness of your campaigns. By respecting user consent and adjusting how Microsoft tags function based on this information, you ensure that data collection is done responsibly and in line with regulatory requirements. Consent Mode enables you to continue collecting valuable insights while also keeping your campaigns running smoothly across the EEA, UK, and Switzerland.
Next Steps: To get started with implementing Consent Mode for UET, follow the appropriate instructions based on your current setup. Ensure you’re passing the necessary consent signals to Microsoft Advertising, and continue to optimise your campaigns in a way that aligns with both privacy requirements and business objectives.
Updates to Measure Store Foot Traffic via FourSquare and AdSquare
Due to concerns over data quality, we are making updates to two features that measure store foot traffic in Microsoft Advertising and Microsoft Invest. These updates will affect the tracking and reporting of store visits through FourSquare and AdSquare, respectively.
Below are the key details regarding these changes:
Pausing Store Visits for Microsoft Advertising (Powered by FourSquare)
Effective December 31, we will be pausing the Store Visits feature for Microsoft Advertising, which is powered by FourSquare. This means that store visit goals at the CID (Customer Identification) level will be automatically paused, and no new store visit data will be reported moving forward.
However, historical campaign data will remain accessible, and there will be no impact on your existing campaign performance metrics. Importantly, this update will not affect automated bidding, as store visit data has only been used for reporting and as a directional data point.
Pausing Footfall Measurement for Microsoft Invest (Powered by AdSquare)
Beginning December 1, we have also paused the Footfall Measurement feature powered by AdSquare. Similar to the Store Visits feature, footfall measurement data will no longer be available for reporting purposes.
Any store visit-related goals in the system will be paused, but historical campaign data will remain unaffected. Automated bidding processes will not be impacted, as footfall data was primarily used for reporting and as a guiding reference.
Alternatives and Next Steps
While these features are on hold, Microsoft Advertising offers alternative solutions such as store sales and enhanced offline conversions. These alternatives can offer valuable insights and support your marketing efforts during this transition period.
As we approach the end of 2024, advertisers are looking for ways to streamline their workflows and expand their reach across platforms. The new and improved Google Import tools are here to help you do just that! These tools allow you to seamlessly transfer your existing Google Ads campaigns—including Performance Max and Shopping Campaigns—into Microsoft Advertising with minimal effort.
Key Features of Google Import Tools
- Quick Import: For fast setups, Quick Import lets you effortlessly transfer your campaigns from Google Ads to Microsoft Advertising. It’s perfect for advertisers who want to save time and launch campaigns quickly, without the need to manually re-create each element.
- Smart Import: If you prefer more control over the transfer process, Smart Import gives you the flexibility to adjust your campaign settings as you import them. This allows you to fine-tune your campaigns and ensure they align with your specific goals on Microsoft Advertising.
By using these tools, you’ll save time on campaign setup while maintaining control over your strategies and optimisation efforts. Plus, you’ll be able to expand your reach across both Google and Microsoft Advertising platforms.
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