Advertisers using the Microsoft Conversions API can now restate and retract conversions, allowing for corrections in conversion data post-factum, such as in cases of refunds or cancellations. This ensures cleaner data for value-based bidding strategies.
The update was detected on the Microsoft Advertising help page, adding a “Restate / Retract” section:
- Restate changes the revenue of an existing conversion without affecting the conversion count, impacting only the Conv. value and All Conv. value columns.
- Retract removes the conversion from the count by setting its value to 0, impacting the Conv., Conv. value, and All Conv. value columns.
Advertisers utilize the OnlineConversionAdjustment object when a transactionId is present.
Read the official help page spotted by Hana Kobzová: Microsoft Conversions API Now Supports Restating and Retracting Conversions.