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.

Instructions

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

1. Sign in to your new Search Ads 360.
2. Navigate to a sub-manager account.
3. On the toolbar, click Tools and settings .
4. Under "Measurement", click Conversions.
5. From the page menu on the left, click Settings.
6. Click 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.
7. Click Turn on to confirm that you want to share conversion data.
8. Click 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 the new Search Ads 360. Learn more about primary and secondary conversion actions.

What is shared with Microsoft?

When you share conversions, Search Ads 360 shares all Floodlight and other relevant conversion data with all Microsoft Advertising accounts linked to your sub-manager account.

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

1. Sign in to your new Search Ads 360.
2. Navigate to a sub-manager account.
3. On the toolbar, click Tools and settings .
4. Under "Measurement", click Conversions.
5. From the page menu on the left, click Settings.
6. Click Share conversions to expand the section, and clear the first checkbox.
7. Click 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.
8. Click Save.
9. 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. Click the checkbox next to the name of a bid strategy that is using Microsoft Advertising auction-time bidding.
   3. Click Edit, then select Edit bid strategy settings.
   4. Clear the Use Microsoft Advertising auction-time bidding checkbox.
   5. Click Save.

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

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