Share Search Ads 360 conversion data with Microsoft Advertising

You can share Floodlight conversion data from Search Ads 360 with Microsoft Advertising. This allows you to benefit from the improved performance of Microsoft Advertising auction-time bidding (also called “Microsoft automated bidding”) when using Search Ads 360 bid strategies.

For example

1. In Search Ads 360, you create a Floodlight activity named "Newsletter Signup".
2. You enable conversion-data sharing.

Microsoft Advertising auction-time bidding can use the "Newsletter Signup" conversion data as a signal at auction time. In addition, reports in both Search Ads 360 and Microsoft Advertising will include "Newsletter Signup" conversions.

When conversion sharing is enabled between Search Ads 360 and Microsoft Advertising, the relevant Floodlight data is exported to Microsoft Advertising.

When a campaign is added to Search Ads 360 Microsoft Advertising auction-time bidding bid strategy, the bid strategy in Microsoft will be changed to the Search Ads 360 created bid strategy. Additionally, Floodlight conversion goals for these campaigns will be set as campaign-level goals in Microsoft, overriding any previous settings.

Search Ads 360 currently doesn’t alter:

1. Microsoft Advertising account-level goals.
2. Campaigns using Microsoft Advertising auction-time bidding and not managed by an auction-time bidding-enabled Search Ads 360 bid strategy.

Note: Only Floodlight conversions are supported for Microsoft auction-time bidding. If non-Floodlight conversions are set in goals, the Microsoft bid strategy won’t be created, and will continue to use Intraday bidding in Search Ads 360 for supported campaign types.

Instructions

How to enable conversion-data sharing and use Microsoft Advertising auction-time bidding

1. Sign in to your Search Ads 360 experience.
2. Navigate to a sub-manager account.
3. From the page menu, select the Conversions drop-down, and then select Settings.
4. Share Share conversions to expand it, and then select the first checkbox to:
   1. Share all Floodlight and other conversion data related to Microsoft Advertising with all Microsoft Advertising accounts linked to this Search Ads 360 sub-manager account.
      • Conversion-data sharing is required if you want to use functionality like Microsoft auction-time bidding.
5. Select Turn on to confirm that you want to share conversion data.
6. Select Save.

Additional step

To enable Search Ads 360 bid strategies and Microsoft Advertising auction-time bidding to use Search Ads 360 conversion data, you are required to set your Floodlight primary actions in Search Ads 360. Learn more about primary and secondary conversion actions.

What is shared with Microsoft?

When you share conversions, Search Ads 360 shares relevant Floodlight conversions that you’ve chosen to include in the “Conversions” column with Microsoft Advertising accounts linked to your sub-manager account. Floodlight conversion actions set to primary in the selected account-default or campaign-specific goal will be shared with Microsoft Advertising.

To ensure comprehensive conversion tracking and optimization across platforms, all biddable conversions configured within your Microsoft Advertising Account within Search Ads 360 account are automatically shared with Microsoft Advertising. This integration provides Microsoft Advertising with a complete view of your conversion data, enabling more accurate reporting, and more effective campaign bidding strategies.

For a specific conversion action to be shared, both of the following must be true:

• The conversion action is biddable in at least one Search Ads 360 campaign.
• The campaign has at least one biddable conversion for that conversion action in its history.

For example, you have “Purchases” as a biddable goal in one campaign and “Contact” as a biddable goal in another campaign. All conversions for “Purchases” and “Contact” in both campaigns will be shared with Microsoft Advertising. This provides a holistic view of conversion performance for better optimization and alignment with marketing objectives.

We recommend checking your data in Microsoft Advertising before making bid strategy changes to ensure that you’re meeting Microsoft's bidding data requirements.

How are conversions reported?

The Floodlight conversions are reported, along with Microsoft Ads conversion goals, in the "All conversions" and "Conversions" columns. Note that other Microsoft Advertising columns such as "All conversions value" and "Cost/All conversions" that are based on the "All conversions" or "Conversions" metrics will also include Floodlight conversions.

Which campaigns receive shared Floodlight data?

Each Microsoft Advertising account receives Floodlight conversion data only for campaigns it owns. This data is not shared across different Microsoft Advertising accounts, even when their campaigns are part of the same bid strategy.

In a Microsoft Advertising account, Floodlight conversion data from all Search Ads 360-managed campaigns within that account is reported in the "All conversions" column for every campaign. This includes campaigns not managed by a Search Ads 360 bid strategy.

Offline conversion and Microsoft Advertising auction-time bidding

To be considered for use in Microsoft Advertising auction-time bidding, offline conversions must be uploaded to Search Ads 360 within 14 days of the conversion timestamp.

How to disable conversion-data sharing and stop using Microsoft Advertising auction-time bidding

Conversion-data sharing is required if you want to use functionality like Microsoft Advertising auction-time bidding.

1. Sign in to your Search Ads 360 experience.
2. Navigate to a sub-manager account.
3. From the page menu, select the Conversions drop-down, and then click Settings.
4. Select Share conversions to expand the section, and clear the first checkbox.
5. Select Turn off to confirm that you want to stop sharing conversions with the Microsoft Advertising accounts linked to the sub-manager account and stop using Microsoft Advertising auction-time bidding.
6. Select Save.
7. Additional recommended step: Disable Microsoft Advertising auction-time bidding in each Search Ads 360 bid strategy or budget bid strategy.
   1. In the page menu, click Bidding & planning, then Bid strategies.
   2. Select the checkbox next to the name of a bid strategy that is using Microsoft Advertising auction-time bidding.
   3. Select Edit, then select Edit bid strategy settings.
   4. Clear the Use Microsoft Advertising auction-time bidding checkbox.
   5. Select Save.

For non-budget bid strategies, you can also follow these steps:

1. From the page menu, Select the Bidding & planning drop-down, and then click Bid strategies.
2. Select the name of a non-budget bid strategy that is using Microsoft Advertising auction-time bidding.
3. Select Edit bid strategy.
4. Clear the Use Microsoft Advertising auction-time bidding checkbox.
5. Select Save.