From your Microsoft Ads dashboard, select "Conversions".

Select the goal category most appropriate for the type of conversion you will be sending (e.g., Purchase). See our [recommended mapping](https://readme.anytrack.io/docs/advanced-options-ms-ads#recommended-event-mapping-for-microsoft-ads) for Microsoft Ads.

Track every time someone completes a specific action such as, subscribing to newsletter or downloading whitepaper, as a conversion.

Enter a name for the Conversion Goal (e.g., Purchase).

For Revenue, select the option most appropriate for the type of conversion you will be sending. (e.g., for Purchase may vary, for Lead the same, for OutboundClick a value 0)

In Count, we suggest selecting "All" in most scenarios.

In "Conversion window", we suggest using the maximum of 90 days, but this is up to you. Then, click on "Next".

If the conversion event will contain personal information (e.g., Lead) you can benefit from turning on Enhanced conversions ([Learn more](https://readme.anytrack.io/docs/advanced-options-ms-ads#enhanced-conversions-in-microsoft-ads)).

Improve the accuracy of your conversions by matching them with personal information (i.e., email addresses or phone numbers) from people who con...

Agree to the terms if you turned on Enhanced conversions. Then click "Save and Next".

In Set up tagging, click on "Save and next".

Ignore the instructions to add the tag and click "Next".

For Install event tag select "Manual installation".

In this step you will define the Event Action, which will trigger the Conversion Goal. Use the name exactly as it appears on the second column of the Conversion Event Mapping of the connected pixel in AnyTrack. The name is case sensitive. [Learn more](https://readme.anytrack.io/docs/advanced-options-ms-ads#understanding-conversion-goals-and-event-actions-in-microsoft-ads).

On "When do you want to track this event?" select any option, it is not important since the event will be sent server-side. Then, click on "Save and Next".

Repeat the process for all the events you are tracking and want to send. The more events you send, the better the algorithm's training will be.

Microsoft

Follow this guide to create conversion goals and set their corresponding event actions in your Microsoft Ads account.

Create Conversion Goals in Microsoft Ads