Direct answer: classify the signal before funding the algorithm
Microsoft Advertising confirms that Universal Event Tracking records actions on a website after people interact with an ad. A single UET tag placed across the site can collect data used for conversion goals and remarketing lists. Microsoft also identifies purchases, lead forms, registrations, downloads and subscriptions as trackable outcomes. That establishes what the platform can observe; it does not establish which event deserves budget.
The practical decision is to separate journey evidence from convenient activity. A form submission may indicate an enquiry, while sales acceptance or revenue may indicate commercial value. Microsoft does not claim that every recorded action is qualified, nor does it specify one goal structure for every advertiser. CreatikLab therefore treats UET deployment as the start of a governance process: verify collection, classify outcomes, reconcile them with business records and only then decide which signals should influence bidding.
