Household attribution on Invest and other updates for December

Welcome to another edition of the Microsoft Advertising product roundup, the last of 2024 before we resume updates in February. Since our last November update which highlighted Copilot enhancements and many other releases, we’ve shared a few other notable blog posts: Copilot boosting productivity for users with disabilities, holiday season checklists, and how to increase conversions for Performance Max. You can also see the winners for the 2024 Microsoft Advertising Partner Awards for Americas, APAC, and EMEA here.

Let’s get on to this month’s updates, focused on an Invest release and a few platform updates that may require advertiser action:

This month’s top story: Get deeper insights on audiences with household attribution

With household attribution on Microsoft Invest, advertisers using the platform can now gain deeper insights into how audiences engage with your ads across multiple screens. Offering the ability to track behavior across devices connected to the same IP address or within a household, you’ll have visibility into actions taken by one household member on one device after viewing an ad on another. Head to Invest today to:

• Capture more conversions by matching ads served on any device to conversions occurring on any other device in the same household.
• Discover how your target audience is behaving across screens and devices, especially for high-consideration products.
• Improve campaign measurement and performance with rich and actionable optimization signals.

Implement Consent Mode for UET

Clients with end users in the EEA, UK, and Switzerland must send us end user consent to comply with applicable terms and Microsoft Advertising policies, and to ensure campaign continuity. We offer multiple ways for you to send us consent signals:

• Implement UET Consent Mode to adjust how Microsoft tags behave based on the consent status of users
• Use Transparency and Consent Framework v2.0 (TCF 2.0) to pass consent signals directly via a TCF 2.0 string, or via a consent management platform (CMP) to Microsoft Advertising
  • Note: If your website uses Usercentrics Cookiebot CMP or Usercentrics Web CMP, support for UET consent mode is now built into both solutions. For Usercentrics Cookiebot CMP, follow these instructions to ensure it is activated, or start using Cookiebot CMP for free here. For Usercentrics Web CMP, refer to these steps to get started or sign up for free here.
• Google Tag Manager (GTM): our UET template now supports GTM Consent mode, allowing us to retrieve user consent state directly from GTM.

Updates to measuring store foot traffic via FourSquare and AdSquare:

Due to a lack of sufficient data quality, we’ll be putting two features on hold, one for Microsoft Advertising and one for Microsoft Invest:

1. Starting December 31, we’ll be pausing Store Visits for Microsoft Advertising (powered by FourSquare)
2. Starting December 1, we’ve paused footfall measurement (powered by AdSquare).

In both cases, the store visits goals in the system at the CID level will be paused automatically and there won’t be reporting going forward. Historical data at the campaign level will remain. This will not have any impact on any automated bidding, as these measurements were only ever used for reporting and directional data points only.

During this period where these features are on hold, there are a few alternatives for Microsoft Advertising such as store sales and enhanced offline conversions which may help advertisers measure store visits. For more information, contact your account manager or support.

Save time and expand reach with the new Google Import tools

Finally, as we close on 2024 and advertisers think about how to save time and expand reach across platforms, you can leverage new and improved Google Import tools! Save time by effortlessly transferring your existing Google Ads campaigns, such as Performance Max and Shopping Campaigns, to Microsoft Advertising. With features like Quick Import for speedy setups and Smart Import for more control, creating and managing campaigns have never been easier. Dive into the details here.

Conclusion

That's all for this month's roundup blog. We’ll see you next after the holiday season on February 4 with the first recap of 2025. Take care and happy holidays!

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