Microsoft Advertising has announced key updates this December to enhance campaign performance and compliance. Here’s a quick overview:
1. Household attribution for deeper insights
Microsoft Invest now supports household attribution, helping advertisers track cross-device behavior within the same household. Key benefits include:
- Cross-device conversions: Match conversions across devices in a household.
- Audience behavior analysis: Understand interactions with high-consideration products.
- Improved performance signals: Optimize campaigns with actionable insights.
2. Ensure compliance with UET Consent Mode
To comply with regional policies, advertisers must send user consent signals. Options include:
- UET Consent Mode: Adjust tags based on user consent.
- Transparency and Consent Framework (TCF) 2.0: Pass consent signals through CMPs like Usercentrics or Google Tag Manager.
3. Changes to store traffic measurement
Microsoft is pausing two features due to data quality issues:
- Store Visits (FourSquare): Paused from December 31.
- Footfall Measurement (AdSquare): Paused from December 1.
Historical data will remain, and alternatives like store sales and enhanced offline conversions can help measure store visits.
4. Streamline campaigns with Google import tools
Save time by using enhanced Google Import tools to transfer campaigns like Performance Max and Shopping to Microsoft Advertising. Choose between Quick Import for speed or Smart Import for more control.
Find more details here.
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