Discrepancy between UET Tag and Conversion Goals

Tran, Lien 0 Reputation points
2026-08-05T15:03:22.3866667+00:00

We are seeing a data discrepancy where the UET Tag raw export shows 5 conversion events, but the Microsoft Ads dashboard only attributes 2 conversions to our campaigns.

Do you have experience with this issue, and could you advise on how to resolve it?

Microsoft Advertising | Reports | Conversion tracking
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  1. MS Advertising - Chris 0 Reputation points Microsoft External Staff Moderator
    2026-08-05T16:51:12.2366667+00:00

    Hello Lien Tran,

    Thank you for using our Microsoft Advertising Learn Q&A Platform!

    I understand that you observe a data discrepancy between the UET Tag raw export and the conversion numbers reported in the Microsoft Advertising dashboard.

    Based on the information provided, it is possible for the UET raw export to show more conversion events than the number of conversions attributed within Microsoft Advertising reporting. This can occur for several reasons:

    Possible Causes

    1. Unattributed Conversions
    • The UET raw export records all conversion events triggered on your website.
    • Microsoft Advertising only reports conversions that can be successfully attributed to an eligible Microsoft Ads click within the configured attribution window.
    • If a visitor converted without clicking a Microsoft Ads ad, or if the click could not be matched, the event may appear in the raw export but not in campaign reporting.
    1. Attribution Window Settings
    • Conversion actions are only counted if they occur within the selected conversion window (for example, 30, 60, or 90 days after an ad click).
    • Conversion events outside the attribution window may still appear in the raw export but will not be counted in Microsoft Ads reporting.
    1. Duplicate Conversion Events

    Multiple conversion events may be recorded by the UET tag for the same user action.

    • Depending on the conversion goal settings (Unique vs. All Conversions), Microsoft Ads may deduplicate and count fewer conversions than what appears in the raw event data.
    1. Audience and Traffic Filtering
    • Internal traffic, test traffic, invalid clicks, or conversions that do not meet attribution requirements may be excluded from campaign reporting while still appearing in the raw export.
    1. Reporting Delays or Processing Differences

    UET event collection and conversion attribution are processed separately.

    • In some cases, recently tracked conversions may require additional processing time before appearing in reporting.
    1. Auto-tagging / MSCLKID Capture Issues

    If the Microsoft Click ID (MSCLKID) is not consistently captured and retained throughout the user journey, Microsoft Advertising may be unable to attribute a recorded conversion event back to the original ad click.

    • This can result in conversion events appearing in the raw export but not in campaign reports.

    Recommended Checks:

    1. Confirm the date range used in both the UET raw export and Microsoft Ads reports.
    2. Verify the conversion goal settings, including:
    • Attribution window
    • Counting method (Unique vs. All conversions)
    • Goal status
    1. Check whether the affected conversion events contain a valid MSCLKID value.
    2. Review whether any duplicate conversion events are being sent from the website.
    3. Compare the conversion timestamps against the associated click timestamps to determine whether they fall within the attribution window.
    4. Verify that Auto-tagging is enabled and that no redirects or tracking mechanisms are removing the MSCLKID parameter.

    You may find the following Microsoft Advertising help article useful, as it provides an overview of how conversion tracking and attribution work within the platform: How does conversion tracking work?

    I have also sent you a private message requesting some additional information so that we can better understand the situation and provide further assistance. When you have some time, please feel free to check the message and share the requested details. We'll be glad to review the information and assist you with the next steps.

    Kind regards,

    Chris | Microsoft Advertising Support Specialist | 1-800-518-5689

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  2. AI answer

    2026-08-05T15:03:44.15+00:00

    Yes. This usually means the UET tag received more events than Microsoft Advertising could count as campaign-attributed conversions.

    A practical way to check it:

    1. Verify the conversion goal is actually recording conversions
      In Microsoft Advertising, open the Conversion goals page and check the goal’s Tracking status. It should show Recording conversions. If it shows No recent conversions, the goal may be configured incorrectly or not matched to the incoming event.
    2. Confirm the event-to-goal mapping
      Raw UET events can be present without becoming counted conversions if the conversion goal configuration does not align with the event being sent. Check that the event type, event name, and any custom event parameters match the goal definition.
    3. Check attribution identifiers
      A conversion can be received but not attributed to a campaign if attribution data is missing or incomplete. For troubleshooting, confirm identifiers such as msclkid are present when available. Context specifically calls out that when events are accepted but no conversions appear, common causes include goal mapping, event name, timestamp, or attribution identifier issues.
    4. Validate timestamps
      Make sure the event timestamp is valid and within the supported processing window. For Conversions API scenarios, eventTime must be a UNIX UTC timestamp in seconds. Invalid or misaligned timestamps can cause events to be accepted but not counted as conversions.
    5. Use the UET Dashboard to compare what was received
      The UET Dashboard provides a live view of tag metadata, event counts, and parameters received in the last 30 days. Use it to confirm whether all 5 events were received and whether the payload details match the conversion goal setup.
    6. Validate the traffic sent from the app or site
      If using the Windows App UET SDK, review a Fiddler trace from the application to confirm the exact data sent to the UET endpoint. This helps verify that the event payload matches the intended conversion goal.
    7. Allow for attribution rules and reporting differences
      Not every raw event becomes a campaign-attributed conversion. Microsoft Advertising reporting can differ from raw event counts because conversion tables can include both ad-exposed (attributed) and non-ad-exposed (unattributed) conversions. A conversion is considered ad-attributed only if the user had a traffic event within the campaign’s lookback window before the conversion.

    If the goal is correctly configured, the tag is active, the event names and parameters match, and attribution data is present, then the most likely explanation for 5 raw events vs 2 dashboard conversions is that only 2 of those events met the attribution and goal-matching requirements.

    References:

    AI-generated content may be incorrect. Read our transparency notes for more information.

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