account | DynamicAccount | Yes | - | Microsoft Ads account to create the conversion goal in. |
name | string | Yes | - | Goal name, up to 100 characters. Must be unique across every conversion goal belonging to the same customer, not just this account. |
goal_type | enum (Url, Duration, PagesViewedPerVisit, Event, AppInstall, AppDownload, OfflineConversion, InStoreTransaction) | Yes | - | What the goal measures. Url fires on a page URL match, Event on a UET event, Duration on time on site, PagesViewedPerVisit on page count. Url, Event, Duration and PagesViewedPerVisit all need a live UET tag; check with microsoft_ads_list_uet_tags first. |
goal_category | string | Yes | - | Category used to group goals in reporting, for example Purchase, Signup, Contact, Download or Other. Microsoft requires one and rejects the create without it. Supported values vary by goal type. |
tag_id | integer or string | No | - | UET tag that feeds this goal. Required for Url, Event, Duration and PagesViewedPerVisit goals, and not used by app or offline goals. |
scope | enum (Account, Customer) | No | Account | Account tracks conversions for this account only. Customer tracks across every account under the customer. Microsoft fixes this at creation, so changing it later means a new goal. |
status | enum (Active, Paused) | No | - | Whether the goal starts recording. Microsoft has no delete for conversion goals, so Paused is how one is retired. |
count_type | enum (All, Unique) | No | - | All counts every conversion after a click, the usual choice for sales. Unique counts one per click, the usual choice for leads. Defaults to All. |
conversion_window_in_minutes | integer | No | - | How long after a click conversions still count, in minutes, up to 129600 which is 90 days. A shorter window records fewer conversions. |
view_through_conversion_window_in_minutes | integer | No | - | How long after a view conversions still count, in minutes, up to 43200 which is 30 days. The account must also have view-through conversions on. |
exclude_from_bidding | boolean | No | - | True keeps the goal out of the Conversions columns and out of automated bidding, while still counting it in All Conversions. This is the same as unchecking Include in Conversions in the web interface. Only available to accounts in Microsoft’s Include in Conversions pilot. |
revenue_type | enum (FixedValue, VariableValue, NoValue) | No | - | FixedValue uses revenue_value for every conversion, VariableValue uses the value sent with each event, NoValue records none. |
revenue_value | number | No | - | Value of one conversion, used when revenue_type is FixedValue. |
revenue_currency | string | No | - | Currency code for the revenue value. Defaults to the account currency. |
url_expression | string | No | - | Url goals: the URL text to match, without the protocol, for example example.com/thanks. |
url_operator | enum (Equals, Contains, BeginsWith, RegularExpression) | No | - | Url goals: how url_expression is matched. |
minimum_duration_in_seconds | integer | No | - | Duration goals: seconds on site before the goal counts. |
minimum_pages_viewed | integer | No | - | PagesViewedPerVisit goals: pages viewed before the goal counts. |
action_expression | string | No | - | Event goals: the UET event action to match. |
action_operator | enum (Equals, Contains, BeginsWith) | No | - | Event goals: how action_expression is matched. |
category_expression | string | No | - | Event goals: the UET event category to match. |
category_operator | enum (Equals, Contains, BeginsWith) | No | - | Event goals: how category_expression is matched. |
label_expression | string | No | - | Event goals: the UET event label to match. |
label_operator | enum (Equals, Contains, BeginsWith) | No | - | Event goals: how label_expression is matched. |
app_platform | string | No | - | App goals: the store platform, for example iOS or Android. |
app_store_id | string | No | - | App goals: the application’s store identifier. |
is_externally_attributed | boolean | No | - | OfflineConversion goals: whether an outside system does attribution. |
