Create and sync ad conversion events for your Microsoft Advertising account

After connecting your Microsoft Advertising account to HubSpot, create ad conversion events to send conversion data from HubSpot to your Microsoft Advertising account. You can use lifecycle stage changes as a trigger to create an event that sends a conversion signal when a contact becomes a customer. Microsoft Advertising can use this data to measure conversions and optimize ad delivery based on the contacts who engage with your ads.

You can also create and sync ad conversion events with your Google Ads account, Meta Ads accounts, LinkedIn Ads account, or TikTok account.

Please note: if you're a Super Admin, you can opt your account into the ChatGPT Ads in HubSpot beta.

Before you get started

Before you begin working with this feature, review the following requirements, limitations and considerations.

Requirements

• Connect your Microsoft Advertising account to HubSpot before creating an ad conversion event.
• Before creating a conversion event, make sure each contact whose data you plan to share with Microsoft Advertising has given permission for their data to be shared.
• To create an event based on lifecycle stage changes, make sure your contact records have the relevant lifecycle stage values populated.

Limitations & considerations

• Only lifecycle stage changes that occur after you create the conversion event will be counted and used to optimize your ads.
• The number of ad conversion events you can create depends on your HubSpot subscription. Review the ad management section of HubSpot’s Product & Services Catalog for the most up-to-date limits.
• Microsoft Advertising may calculate conversions differently from HubSpot. As a result, conversion totals in Microsoft Advertising may not match the corresponding data in HubSpot.
• Only contacts who meet the event’s contact-sharing criteria and data-sharing requirements will be synced with Microsoft Advertising.

Create a Microsoft ad conversion event

1. In your HubSpot account, click More, then navigate to Marketing > Ads. If More doesn't appear in your account, navigate to Marketing > Ads directly.
2. In the upper right, click Create, then select Conversion event.
3. Select Sync lifecycle stage changes.
4. Select your connected Microsoft Advertising account from the Ad account dropdown.
5. Select an existing Microsoft pixel for your event. If you don't have any Meta pixels installed, click Add pixel. Learn more about installing pixels from external ad networks.
6. Click Next: Conversion event details.
7. Select the event details:
• Lifecycle stage: select the lifecycle stage change you want to send to Microsoft Advertising as a conversion signal.
• Microsoft Advertising conversion event: select the Microsoft conversion event you want to use for reporting.
• Value: enter the monetary value of the conversion.
• Event name: enter a name for the conversion event.
8. Click Next: Match contacts.
9. In the Match contacts to Microsoft Advertising dialog box, configure contact matching settings:
• Consent property: Your contacts should have given you permission to share their data. Select the Consent property dropdown menu to select which contacts have given consent to share their data with Microsoft Advertising.
• Contact data to share with Microsoft Advertising: select contact data (e.g., email, phone, name, etc.) to send to Microsoft for matching. More data fields improve match rates.
• Contacts to share with Microsoft Advertising: Select whether you want all contacts or contacts that interact with ads to be shared with Microsoft if they've moved to the selected lifecycle stage or submitted the select form.
10. Click Create event.
    

HubSpot will automatically sync qualifying conversions to Microsoft going forward. You can monitor the number of events synced from the Conversion Events tab on the Ads page.

Manage conversion events in HubSpot

To review and manage your conversion events:

1. In your HubSpot account, click More, then navigate to Marketing > Ads. If More doesn't appear in your account, navigate to Marketing > Ads directly.
2. Click the Conversion Events tab to review all conversion events.
3. To pause syncing for an event, in the Status column, toggle the switch off next to the event.
4. To delete an event, click the event name. Then, in the right panel, click Delete.
5. To view more details for an event, click the event name and review the right panel.

Review conversion events in Microsoft Ads

Microsoft Ads receives conversion events from HubSpot after contacts meet the event criteria. To review the events in Microsoft Ads:

1. Log in to your Microsoft Ads account.
2. Navigate to the area where you manage conversion goals or conversion tracking.
3. Locate the conversion event created or mapped from HubSpot.
4. Review the event status and conversion data.

The event status in Microsoft Ads may remain inactive or unverified until Microsoft Ads receives conversion data from HubSpot.

Please note: conversion totals in Microsoft Ads may not match the data in HubSpot because each platform uses its own attribution and reporting requirements.