Microsoft Ads Conversions

Start a Business
, ,

Topic summary

A user is experiencing cross-platform attribution issues where Microsoft Ads is incorrectly recording conversions that actually originated from Google Ads.

Suggested troubleshooting steps:

  • Verify conversion tracking settings in Microsoft Ads to prevent overlap between platforms
  • Implement UTM parameters on campaign links to distinguish traffic sources (currently not configured on either platform)
  • Review Microsoft Ads auto-tagging settings, which is currently set to “keep existing tags” with an option to “replace all”
  • Check tracking templates at both account and campaign levels in Microsoft Ads, specifically removing any “hsa” parameters if present
  • Ensure UTM parameters don’t overlap between the two platforms

Current status: The issue remains unresolved. One responder requested the website URL and details about how conversion tracking was configured on both platforms to provide more specific guidance.

Summarized with AI on October 29. AI used: claude-sonnet-4-5-20250929.
1

Hi,

I recently added microsoft ads, in addition to google ads.

I have an issue where in the conversions on microsoft ads - it is recording all sales, which have actually come from Google?

2

Hey mark,

It sounds like you’re experiencing a tracking issue between your Microsoft Ads and Google Ads. Here are stuff you can go through.

  • make sure that the conversion settings in Microsoft Ads are correctly configured. Sometimes, the tracking might overlap if both platforms are set to track the same conversions after then check your campaign links include appropriate UTM parameters to distinguish between traffic sources. This can help clarify where each conversion is coming from.

Check If Microsoft Ads is set to model conversions differently than Google Ads, it may misattribute the sales, If the issue persists, check the Microsoft Ads help documentation or consider reaching out to their support for more specific guidance.

Let me know if you need further assistance or if you’d like to discuss this in more detail mark!

3

thank you, I dont have UTM parameters set in Google ads or Microsoft

On Microsoft, there is auto-tagging for UTM which was set to “keep existing tags” - there is an option to replace all?

4

Hi mark,

Thanks for your query.

Could you please share your website URL? I would love to check.

how did you configure google ads and microsoft conversion tracking?

Kind Regards

5

Hey @Mark_Huggett ,

Can you share more details about this? While this is a common thing I have noticed, I’d like more details, like what you applied, any specific steps you took, etc.

For the time being, I can tell you some known ways to rsolec this:

  1. First, and a very popular one, ensure your UTM parameters for Google ads and Microsoft ads are not overlapping and that you are using different parameters in each case.
  2. Check the tracking templates on your Microsoft ads account. For both account and campaign levels:

  • Account Level Tracking Template:
    Go to Account > Settings > Account Level Options > Tracking Template.

  • Campaign Level Tracking Template:
    Go to Campaign > Settings > Campaign URL options > Tracking Template.

In that, remove the “hsa” parameters, if you see them.