In Microsoft Advertising, the conversion “Electrician_CV” is not being tracked (0 conversions), while the same conversions are recorded correctly in kintone, causing a data discrepancy.

Based on the documented behavior of UET and conversion goals, several points are relevant to this scenario.

1. Impact of redirects / JavaScript transitions on destination URL goals

Destination URL–based conversion goals rely on the URL that UET records for the page load event. For each page view or SPA navigation, UET expects a page load event with the final page URL. If:

• The user is redirected (server-side or client-side) and the UET tag only fires on an intermediate page, or
• The final “thank you” view is rendered via JavaScript (SPA or in-page update) without a new page load event, or
• The final state is inside an iframe or another domain where the UET tag is not executed,

then the page load event that UET receives may not contain the expected path segment used in the destination URL condition. In that case, the destination URL goal will not fire, even though the form submission is correctly recorded in kintone.

The Conversions API and UET documentation explicitly distinguish between:

• Page load events: “Triggered on each page load or single-page application (SPA) navigation. The provided page URL is used to support destination-based conversion goals and remarketing segments.”
• Custom events: “Capture richer data by firing on specific user actions or page types.”

If the electrician flow is implemented as a SPA or via JavaScript transitions where the URL does not change to the expected path, UET will not see that destination URL and the goal will not trigger.

2. Known cases where destination URL conversions do not fire

From the documented behavior, destination URL goals can fail to record conversions when:

• The UET tag does not fire on the final page view that matches the goal’s URL condition.
• The final state is reached without a new page load event (SPA / JS-only transitions).
• The actual URL seen by UET does not contain the configured substring (for example, due to redirects or different routing).

The UET tracking status for a goal will show “No recent conversions” if no matching events are seen in the last 7 days, even when other goals using the same tag are recording conversions. This aligns with a situation where the tag is working in general, but the specific destination condition is never met.

3. Whether to switch to an event-based conversion

UET supports event-based (custom) conversion goals via:

• Custom events from the client (e.g., JavaScript or app SDK calling a goal/event API), or
• Server-side events via the Conversions API.

Event-based goals are recommended when:

• The key action is not reliably represented by a unique destination URL.
• The flow uses SPA / JavaScript transitions where URLs do not change or are not stable.
• Integrations (such as kintone) handle submission/redirect logic in ways that obscure the final URL.

The documentation describes:

• Custom events for “specific user actions or page types” that can be tied to conversion goals.
• The ability to send server-side events (e.g., when kintone confirms a successful submission) using the Conversions API endpoint https://capi.uet.microsoft.com/v1/{tagID}/events, which can then be mapped to conversion goals.

In this scenario, configuring an event-based conversion (either via a client-side custom event fired when the electrician form is successfully submitted, or via a server-side Conversions API call from the kintone integration) is recommended. This avoids dependence on the final URL path and ensures conversions are recorded whenever the business event occurs, even if the URL or redirect behavior changes.

4. Additional checks

Within Microsoft Advertising:

• Confirm that the “Electrician_CV” goal is associated with the correct UET tag ID and that the goal’s tracking status is not “No recent conversions” due to misconfiguration.
• Verify that the actual URL recorded in UET page load events for successful electrician submissions contains the configured substring. If not, adjust the URL condition or move to an event-based goal.

If the goal remains at “No recent conversions” while other goals on the same tag show “Recording conversions,” this strongly indicates that the specific destination condition is never met and supports the case for switching to an event-based conversion.

References:

• Conversions API (CAPI) Guide
• Server-side UET Events
• UET Parameters
• Universal Event Tracking
• Windows App UET SDK
• URL Goal Record - Bulk