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Send every BigCommerce event to Microsoft Ads, server-side

Q: What is the difference between the UET Tag ID and the CAPI Auth Token?

The UET Tag ID identifies your Microsoft Advertising tracking tag, the same ID used for browser-side tracking. The CAPI Auth Token is a Bearer token that authorizes server-side event submission. You need both.

Q: How do I enroll in the CAPI pilot program?

Contact your Microsoft Advertising account manager or Microsoft Advertising support to request enrollment in the Conversions API pilot. Once enrolled, the auth token option becomes available in your UET Tag settings.

Q: Which events does Microsoft Ads receive?

PageView as pageLoad, ViewContent as view_item, AddToCart as add_to_cart, InitiateCheckout as begin_checkout and Purchase as purchase.

Q: Which customer parameters are sent to Microsoft Ads?

Every event carries hashed email and phone, the msclkid click ID, IP address and user agent; Microsoft does not support address-level matching. Personal data is hashed with SHA-256 before it leaves Upstack.

Q: How do I check that BigCommerce events are reaching Microsoft Ads?

Upstack marks the destination Healthy, and server-side events appear alongside browser events under Tools, UET Tags, Tag Status in Microsoft Advertising. Test with a real ad click and purchase: Microsoft may take a little longer to show it in its own reporting.

Q: How long does it take to connect BigCommerce to Microsoft Ads?

Most brands are live in under 20 minutes. Once BigCommerce is connected, every destination receives the same resolved events, Microsoft Ads included.

Each event is resolved to a person against a 750M+ device graph before it reaches Microsoft Ads, with restored click IDs, deduplicated conversions and delivery you can audit.

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US device IDs in the graph: 750M+
Match rate on events: 90%+
Identity window, per customer: Lifetime
Most brands are live: <20 min

How it flows

How a BigCommerce event reaches Microsoft Ads. Captured on the server, resolved to a person, then sent.

01 Capture

Captured from BigCommerce

Server-side capture of BigCommerce storefront and checkout events, resolved and forwarded downstream.

See the BigCommerce integration

BigCommerceWhat it sends

order_idBigCommerce order
email / phonecheckout contact
customer_idBigCommerce customer record
productscatalog items on the order
total_inc_taxorder value

02 Understand

Resolved to one person before it leaves

Every BigCommerce event is matched against a 750M+ device graph, so a phone browse and a desktop checkout resolve to one customer rather than two strangers.

How resolution works

Resolved before it is sent

IdentityMatched against a 750M+ device graph, so a phone browse and a desktop checkout resolve to one customer.
customer_typeNew or returning, resolved before send.
DeduplicationBrowser and server copies of the same purchase collapse on event ID, so nothing is counted twice.
Bot and fraud filteringAutomated traffic never reaches the model, because what you keep out of the training set matters as much as what goes in.

Ad platforms accept almost anything and tell you very little. These controls exist so you can see what was sent and what was accepted, rather than inferring it from a reporting gap.

03 Activate

Delivered to Microsoft Ads

Send identity-resolved conversions to Microsoft Ads, so Bing and the Audience Network optimize on customers rather than on whatever the UET tag survived to see.

See the Microsoft Ads integration

Microsoft AdsWhat it receives

hashed email / phoneEnhanced Conversions matching
msclkidkeep Bing paid-search attribution
conversion valuevalue-based bidding
eventIddedupe against the UET tag
conversion_namemap to the right UET goal

Which events reach Microsoft Ads

Each Upstack event is mapped to the Microsoft Ads event below before it is sent.

Upstack event	Sent to Microsoft Ads as	Key data on the event
Page view	pageLoad	URL, referrer, user agent
Product view	view_item	itemIds, value, currency
Add to cart	add_to_cart	itemIds, value, currency
Checkout	begin_checkout	value, currency
Purchase	purchase	value, currency, transactionId, itemIds

Every event carries hashed email and phone, the msclkid click ID, IP address and user agent; Microsoft does not support address-level matching. Personal data is hashed with SHA-256 before it leaves Upstack.

The catch

BigCommerce's hosted checkout limits what a browser tag can see at the moment of purchase, which is exactly the moment that matters for conversion tracking.

Where to check in Microsoft AdsDelivery you can audit

Microsoft Advertising Conversion goals Diagnostics

The diagnostics view reports the share of conversions carrying usable hashed data.

What changes

What changes when BigCommerce feeds Microsoft Ads. Two gains on the Microsoft Ads side, two on the BigCommerce side.

Microsoft Ads

Server-side delivery

By default Upstack sends events to Microsoft Ads from its servers as well as through the Microsoft Ads tag, so an event an ad blocker or browser privacy setting stops in the browser still arrives from the server.

Microsoft Ads

Identity-resolved events

Events sent to Microsoft Ads carry the resolved customer whenever Upstack can identify one, matched against a 750M+ device graph.

BigCommerce

Every event, server-side

Storefront and checkout events are captured from BigCommerce on the server, independent of the browser.

BigCommerce

One setup, every destination

Connect BigCommerce once and forward to every ad platform, email tool and warehouse you run.

Setup

Live in under 20 minutes.

You need admin access to a Microsoft Advertising account enrolled in Microsoft’s Conversions API pilot, with msclkid tracking enabled on your campaigns.

Upstack dashboardExample

BigCommerce Data source Connected

Microsoft Advertising Destination Healthy

Read the full Microsoft Ads setup guide

01

Connect BigCommerce

Server-side capture of BigCommerce storefront and checkout events, resolved and forwarded downstream.
02

Add the Microsoft Ads destination

Under Destinations, add Microsoft Advertising with your numeric UET Tag ID and a CAPI Auth Token generated in your UET Tag settings. The token option appears only once your account is enrolled in Microsoft’s Conversions API pilot.
03

Check UET Tag Status

Upstack marks the destination Healthy, and server-side events appear alongside browser events under Tools, UET Tags, Tag Status in Microsoft Advertising. Test with a real ad click and purchase: Microsoft may take a little longer to show it in its own reporting.

FAQ

Questions about BigCommerce and Microsoft Ads.

What is the difference between the UET Tag ID and the CAPI Auth Token?

The UET Tag ID identifies your Microsoft Advertising tracking tag, the same ID used for browser-side tracking. The CAPI Auth Token is a Bearer token that authorizes server-side event submission. You need both.

How do I enroll in the CAPI pilot program?

Contact your Microsoft Advertising account manager or Microsoft Advertising support to request enrollment in the Conversions API pilot. Once enrolled, the auth token option becomes available in your UET Tag settings.

Which events does Microsoft Ads receive?

PageView as pageLoad, ViewContent as view_item, AddToCart as add_to_cart, InitiateCheckout as begin_checkout and Purchase as purchase.

Which customer parameters are sent to Microsoft Ads?

How do I check that BigCommerce events are reaching Microsoft Ads?

Upstack marks the destination Healthy, and server-side events appear alongside browser events under Tools, UET Tags, Tag Status in Microsoft Advertising. Test with a real ad click and purchase: Microsoft may take a little longer to show it in its own reporting.