Auto-Tagging on Google vs. Microsoft

On Google Ads, auto-tagging is an account-level setting you have to enable and check yourself — see "Auto-Tagging (and Why Conversion Tracking Breaks Without It)." Microsoft Advertising behaves differently: creating a conversion goal automatically turns on its equivalent tagging as a side effect, and it's on by default for most accounts.

If you're used to one platform's behavior and move to the other, it's easy to assume the same manual check applies everywhere. On Google, you need to actively confirm auto-tagging is on — nothing turns it on for you. On Microsoft, it's more likely to already be active, but it's still worth confirming rather than assuming.

I run ads on both Google and Microsoft — is tagging set up the same way on each?

Ask datanephew to check auto-tagging status on both accounts. Google won't turn this on by itself, so it's worth confirming there directly; Microsoft usually enables it automatically once a conversion goal exists.