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Microsoft Advertising Amplifies Analytics Capabilities and Global Footprint

Microsoft Advertising has unveiled a set of strategic updates and expansions to its platform for June 2023. The aim is to provide more efficient tools to advertisers, allowing them to enhance their campaign performance and extend their reach across new markets.

One of the most significant additions is the introduction of Universal Event Tracking (UET) Insights. This is a feature designed to offer advertisers a more profound insight into their website’s performance. The UET insights do not demand any supplementary coding from the users. They focus on optimizing ad performance through advanced targeting, efficient fraud detection, and minimizing conversion loss. The most remarkable aspect of this feature is its automatic rollout, which is scheduled to begin on July 3rd.

Alongside UET Insights, Microsoft Advertising is also set to launch a cross-device attribution model later in June. This model is a game-changer for tracking customer conversion paths across multiple devices and sessions. For instance, if a customer clicks on an ad via their laptop and later completes a purchase or signs up on their mobile device, the conversion will be credited to the initial ad click on the laptop. This attribution model ensures that advertisers obtain an accurate picture of their conversion journey.

Microsoft Advertising is also expanding its global outreach. It plans to increase its advertising reach to 23 new markets, including diverse locations from Antigua and Barbuda to Wallis and Futuna. This strategic global expansion will empower advertisers to connect with their target audiences in more corners of the world.

In terms of platform integrations, Microsoft Advertising is enhancing its ties by launching the Pinterest Import feature. This tool, accessible via the Microsoft Audience Network (MSAN), empowers advertisers to transfer their campaigns from Pinterest Ads directly into the Microsoft Advertising ecosystem, ensuring a fluid advertising experience across both platforms.

Additionally, Microsoft Advertising has broadened the scope of its Dynamic Remarketing tool on MSAN, specifically for Autos, Events & Travel. This functionality is now accessible to advertisers in the US, Canada, and the UK. This advanced remarketing tool transforms the way advertisers engage with their audience on the Microsoft Audience Network. Advertisers can curate compelling ad experiences by leveraging their feeds. By aligning their promotional content with the items in their feed that have garnered user interest, advertisers can effectively connect with their target audience.

These new enhancements from Microsoft Advertising are set to provide advertisers with a more comprehensive understanding of campaign performance, precise conversion tracking across devices, and a wider reach into new global markets. As a result, advertisers can look forward to improved performance and greater opportunities to connect with their audiences worldwide. The June updates from Microsoft Advertising mark a significant step forward in creating a more robust and user-friendly advertising platform.

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