Microsoft Ads introduced two updates that could significantly improve campaign management and reporting for advertisers.
The changes:
- Asset-level disapprovals: Ads will now be disapproved at the asset level—whether a single image, headline, or text line—allowing the rest of the ad to continue running. This reduces wasted spend and prevents entire campaigns from being paused due to a single issue.
- Conversion reporting transparency: Advertisers can now measure the average time it takes for 90% of conversions—online or offline—to be recorded after a click. This provides critical clarity for evaluating campaign performance and optimizing bidding strategies.
These updates address two longstanding pain points for advertisers: wasted spend due to ad disapprovals and uncertainty around conversion lag.
Why we care. These updates directly reduce wasted spend and improve data accuracy. Asset-level disapprovals mean a single problematic headline or image no longer shuts down an entire ad, keeping campaigns running and revenue flowing. The new 90% conversion-lag metric gives clearer insight into when conversions actually register, leading to smarter bidding, better pacing, and more confident cross-platform comparison.
Together, these changes make Microsoft Ads more predictable, transparent, and efficient to manage.
First seen. The updates were first highlighted by John Sargent on LinkedIn and confirmed by Microsoft Ads Liaison Navah Hopkins. For advertisers managing multi-platform campaigns, these changes are a substantial step toward better control, clearer data, and more efficient budget use.
