Part 2 - Microsoft Advertising Activate 2026
Part 2 - Microsoft Advertising Activate 2026
Explore every update from this edition, with the original reporting and contributor credits.
A digest of the original edition. Updates and availability reflect what was reported at the time.
👋 Welcome to Part 2 of the Week 21 edition.
If you're joining here directly, Part 1 covered Google Marketing Live 2026 and Google I/O: more than 30 launches reshaping Search, YouTube, Commerce, Measurement, and Creative. Catch up on Part 1 →
Read this update in detail →Import Centre collapses Google, Meta, Pinterest, and Amazon campaign migration into a single workflow
The standout structural launch from Activate: Import Centre lets advertisers import campaigns from Google Ads, Meta, Pinterest, and Amazon (plus file upload) into Microsoft Advertising in a single workflow. The interface surfaces insights as imports run: max active campaigns warnings, missing conversion goal issues, CPC mismatches between source and destination accounts: and supports scheduled imports with pause controls.
Read this update in detail →Universal Commerce Protocol setup arrives in Microsoft Merchant Centre
UCP setup in Microsoft Merchant Centre enables merchants to add new store settings and product feed attributes to activate AI-powered shopping experiences in Copilot. Two-part setup: (1) update store settings (Return policy, Customer support) and product feed attributes in Merchant Centre; (2) set up checkout APIs for Copilot Checkout (closed pilot).
Read this update in detail →Cross-account portfolio bidding + dedicated Bid strategy report
Microsoft launched a dedicated Bid strategy report that shows strategy status and performance metrics (average target ROAS, ROAS, revenue, conversions), with a conversion delay window visualisation, and full bid strategy settings (Target ROAS, Maximum CPC). Paired with this: Cross-account portfolio bidding lets agencies group campaigns across multiple accounts under a single strategy.
Read this update in detail →Bid Strategy Report adds new performance metrics
The Bid Strategy Report gains new metrics: Avg. Target ROAS, Avg.
Read this update in detail →Custom Columns expand to all conversion metrics
Custom Columns now supports all conversion metrics: including goal segmentation and metrics like CPA and ROAS. Build formulas using CPA, Conv., Conv. rate, Revenue, Return on ad spend, and the All-conv. variants.
Read this update in detail →Seasonality Adjustments for Portfolio Bidding are now fully available
Seasonality Adjustments for Portfolio Bidding: previously announced: are now fully available for portfolio bid strategies and shared budgets. It lets us as advertisers signal forthcoming demand spikes (sales events, product launches, seasonal peaks) to Microsoft's bidding algorithm, mirroring the Google Ads seasonality adjustment surface, which has been live for years.
Read this update in detail →Conversion Tracking Diagnostics in Copilot: no-prompt mode
Microsoft introduced Conversion Tracking Diagnostics as a new Copilot capability that auto-detects UET tag issues, conversion goal misconfigurations, and tracking gaps. The Conversion Goals view surfaces statuses for each goal: "Recording conversions," "Tag inactive," "No recent conversions," "Unverified": with one-click remediation paths for each issue type.
Read this update in detail →Data-Driven Attribution rolls out for specific bid strategies
Data-Driven Attribution (DDA) is rolling out by the end of May 2026: an attribution model that assigns conversion credit across the full customer journey for specific Microsoft Ads bid strategies. Brings Microsoft attribution capability closer to Google's DDA standard.
Read this update in detail →Microsoft Clarity AI Visibility tracks brand presence across AI surfaces
Inside the Activate "What's Next" segment, Microsoft previewed Clarity AI Visibility: a forthcoming Clarity module tracking how AI surfaces engage with a website across three dimensions:
Read this update in detail →Audience generation via Copilot prompts
Microsoft previewed prompt-based Audience generation inside the campaign creation flow. Instead of manually picking attributes, advertisers describe their ideal customer in natural language ("Who's your target audience?
Read this update in detail →Conversions API server-to-server for real-time first-party data sharing
Microsoft confirmed at Activate that a Conversions API server-to-server integration is coming for real-time data sharing across web, app, and offline first-party data sources. Alongside it: simplified conversion tracking and management workflows.
Read this update in detail →The advertiser takeaway
Each update reflects the source reporting at the time. Open an individual update for its full description, original links and media.
Explore the original edition
Every update from this edition is linked above. Explore the original newsletter for its full context, contributor credits and reporting links.
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