Conversion Tracking Health (UET)

What AdGradr checks

AdGradr evaluates the health of your Universal Event Tracking (UET) tag and conversion goals. Unlike Google Ads (which uses its own conversion tag or GA4 imports), Microsoft Ads relies entirely on UET for conversion measurement. This is the most heavily weighted check in the Microsoft Ads audit.

AdGradr flags accounts where:

• No conversion goals are configured. This is the most significant finding.
• Goals exist but have not fired despite receiving clicks. Bing uses a lower click threshold than Google because volume is naturally lower.
• Too few clicks to evaluate. Flagged as a data-insufficiency concern.
• All conversion values set to $0. Value data is needed for ROAS-based bidding.
• Some goals missing values while others have them.
• Duplicate conversion goals counting the same action twice.
• Suspiciously high conversion rate (above 50%), which often signals a pageview or session event miscounted as a conversion.

AdGradr also checks whether the account is relying on imported Google conversion tags that do not fire in the Bing ecosystem.

Why this matters

Without working UET tracking, every optimization decision is a guess. Smart Bidding cannot function. ROAS calculations are meaningless. And because Bing budgets are often smaller than Google, the cost of flying blind is proportionally higher: a $500/month account with broken tracking wastes 100% of spend.

What good looks like

• UET tag installed and verified as active in Microsoft Ads.
• At least one conversion goal firing consistently with realistic conversion rates.
• Conversion values assigned to goals that drive revenue decisions.
• No duplicate goals inflating conversion counts.
• Separate UET-native goals rather than imported Google tags.

Common mistakes

1. Relying on Google tag imports. The Google import wizard can bring over conversion actions, but the underlying tags often do not fire on Bing traffic. You need UET-native goals.
2. Counting pageviews as conversions. A URL destination goal set to the homepage will fire on every visit and produce a 90%+ conversion rate.
3. Duplicate goals for the same action. Two “Thank You page” goals counting the same form submission doubles your reported conversions.
4. Setting all values to $0. This makes value-based bidding strategies (Target ROAS) impossible and hides the true ROI of your campaigns.

How to fix it

1. Verify your UET tag is active: go to Tools > UET tags and confirm the status shows “Tag active.”
2. Create conversion goals natively in Microsoft Ads using URL, event, or offline import methods.
3. Remove or disable any imported Google conversion actions that are not firing.
4. Assign meaningful conversion values based on your average deal size or lead value.
5. Audit for duplicates by checking if multiple goals fire on the same page or event.

When to ignore this check

If your account is brand new (under 7 days) or in a seasonal pause with no active spend, low or zero conversions are expected. Accounts using offline conversion imports with a multi-day processing delay may also show temporary gaps.

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Want someone to handle this? The Click Makers team manages Microsoft Ads accounts for companies spending $5K+/month. Get in touch to see if we are a fit.