Microsoft Advertising rolled out Google Ads Performance Max import for campaigns with New Customer Acquisition goals to all advertisers in the third week of April 2026 — and Google’s auto-generated “all converters” list now governs which Microsoft impressions count as net-new for any WooCommerce store running both platforms. “All converters” includes the customer who placed one order in 2024 alongside the customer who placed an order yesterday, and Microsoft treats both as saturated. For a WooCommerce store with the typical 30–60% dormant one-time-buyer cohort, that’s a meaningful slice of your customer base locked out of net-new bidding by an audience translation that happened during a click-through import flow.

Why “All Converters” Treats Every Repeat WooCommerce Buyer as Saturated

The import is genuinely useful. It closes a real friction gap — running PMax on Google and Microsoft simultaneously used to mean rebuilding asset groups, audience signals, and NCA configurations twice. Microsoft Advertising’s April 2026 announcement confirms that during import, Google’s auto-created “all visitors” and “all converters” lists are mapped to corresponding Microsoft Advertising remarketing lists. That mapping is the entire mechanism — and it’s where the failure mode lives.

Google’s “all converters” list contains every user who has ever fired a configured conversion action. For a WooCommerce store with the GA4 purchase event wired up, that means anyone who has placed at least one order — full stop. There is no recency cutoff. There is no order-count threshold. A customer who placed one $40 order two years ago and never came back sits in the same list as the customer who placed three orders in the last sixty days.

When that list becomes the saturation definition for Microsoft’s NCA goal, the bidding logic asks a single question: “is this user in the ‘all converters’ list?” If yes, they’re not new. If no, they’re new. Recency, frequency, and lifetime value never enter the calculation.

Three Failure Modes for WooCommerce Stores

Failure mode one: dormant cohorts misclassified as saturation. WooCommerce stores routinely run with 30–60% of their customer list classified as one-and-done buyers from a year or more ago. Treating those customers as “already converted, do not bid as new” forecloses on a remarketing-class touch that could win them back. NCA’s job is to bid up genuine net-new acquisition, but the saturation list it bids against treats a dormant customer as identical to a returning customer.

Failure mode two: Customer Match-based NCA goals falling back during import. Microsoft’s April 2026 announcement is explicit about this: if an NCA goal on the Google side uses an unsupported list — Customer Match being the headline example — advertisers can either fall back to “all converters” or import without an audience list at all. Either path produces a Microsoft NCA goal that optimizes against a different audience than the Google original. Stores that built a careful Customer Match seed on Google get a coarser proxy on Microsoft, and most never notice the swap happened.

Failure mode three: Microsoft NCA training without recency or LTV inputs. Microsoft’s NCA model can only optimize against the signals it receives. The imported audience list is binary — “in the list” or “not in the list.” Without a recency stamp or lifetime-order count flowing in alongside, the model has no way to distinguish a dormant customer from an active one, or a single-order shopper from a five-order loyalist. The dimensionality the algorithm has on Google (where Customer Match and CRM-fed signals are routine) gets compressed during import.

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How to Send Microsoft a Real Customer Signal

The fix is operational. WooCommerce already knows everything Microsoft’s NCA model needs to know — it just isn’t sending any of it to Microsoft.

The WooCommerce Order Attribution table introduced in 2025 captures the campaign data per order. Order metadata captures the customer history per buyer: when they placed their first order, when they placed their last, how many orders they’ve placed, what their lifetime value looks like. Every signal NCA needs to bid on customer truth is already sitting in the WooCommerce database. The task is forwarding that signal to Microsoft via UET CAPI alongside each conversion event, with the right field names, hashed PII, and event deduplication.

The fields that matter for NCA bidding:

• first_order_flag: Is this purchase the customer’s first ever, or a repeat? Boolean. Lets Microsoft optimize toward true acquisition rather than blended revenue.
• days_since_last_order: Numeric recency stamp. Distinguishes a dormant customer from an active one. Critical for win-back vs. acquisition bidding decisions.
• lifetime_orders_count: How many orders has this customer placed? One? Eight? Microsoft’s NCA model can use this as a proxy for loyalty depth.
• customer_lifetime_value: Aggregated revenue from this customer to date. Lets the system learn which customer profiles are worth bidding higher to acquire.

Send those four fields with every WooCommerce conversion delivered server-side to Microsoft, and the NCA goal stops bidding against a flattened “any prior buyer” definition. It starts bidding against your actual customer history.

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Where Transmute Engine™ Fits

Transmute Engine™ captures every WooCommerce order at the PHP hook layer and stamps first_order_flag, days_since_last_order, and lifetime_orders_count onto each event before routing it to Microsoft Ads via UET CAPI. The inPIPE WordPress plugin collects the events; the Transmute Engine server — running first-party on your subdomain — enriches them with customer history from the WooCommerce database and delivers them server-side. Microsoft’s NCA model gets the same dimensionality of customer signal that Google’s Customer Match-fed campaigns enjoy by default, and “all converters” goes back to being a baseline rather than the definition.

Key Takeaways

• Microsoft Ads PMax NCA import went GA for all advertisers in the third week of April 2026. The import maps Google’s “all converters” list to a Microsoft remarketing list, which then governs NCA saturation logic.
• “All converters” has no recency or order-count threshold. Anyone who has placed at least one order at any point is treated as saturated for net-new bidding.
• Customer Match-based NCA goals fall back to “all converters” or no list during import. Stores that built careful Customer Match seeds on Google get a coarser proxy on Microsoft.
• Existing manual NCA settings on Microsoft are not overridden. The import only adds new goals where none exists, so prior configuration is preserved.
• The fix is sending UET CAPI events with first_order_flag, days_since_last_order, and lifetime_orders_count. Microsoft’s NCA model can only optimize against the signal it receives.

Frequently Asked Questions

Audit your “all converters” list against your actual WooCommerce repeat-customer pattern this week, before Q2 campaign structure locks in. If 30% or more of that list is dormant, the imported NCA goal is bidding against the wrong saturation definition. The Seresa team helps WooCommerce stores ship a richer customer signal to Microsoft Ads — start at seresa.io.