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Checkout Champ Microsoft Ads

Send Checkout Champ funnel events to Microsoft Ads

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 Checkout Champ event reaches Microsoft Ads. Captured on the funnel page, resolved to a person, then sent.

01 Capture

Captured from Checkout Champ

Track Checkout Champ funnels with the Upstack Pixel, from the first page to the completed order, and send each event to your destinations resolved against the same identity graph.

See the Checkout Champ integration
Checkout ChampWhat it sends
  • orderId / transactionIdthe completed Checkout Champ order
  • email / phoneread from the checkout form
  • firstName / lastNameshipping name from the form
  • city / country / postalCodeshipping address fields
  • valuethe order value sent with the purchase

02 Understand

Resolved to one person before it leaves

Every Checkout Champ 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
Upstack DataResolved 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 eventSent to Microsoft Ads asKey data on the event
Page viewpageLoadURL, referrer, user agent
Product viewview_itemitemIds, value, currency
Add to cartadd_to_cartitemIds, value, currency
Checkoutbegin_checkoutvalue, currency
Purchasepurchasevalue, 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

Checkout Champ funnels don't run the Upstack app embed, so tracking has to be added to the funnel itself: the Upstack Pixel and event scripts go into Global Scripts and load in the head of every funnel page.

The purchase fires once per order ID and skips partial orders, so a reload doesn't send an order twice.

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 Checkout Champ feeds Microsoft Ads. Two gains on the Microsoft Ads side, two on the Checkout Champ 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.

Checkout Champ

Every funnel step tracked

Page views, checkout starts, add-to-carts, shipping and payment steps and completed orders fire from the funnel, so your platforms see the whole path rather than the landing page alone.

Checkout Champ

One setup, every destination

Connect Checkout Champ once and forward to every ad platform and email tool 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
Microsoft Advertising Destination Healthy
Read the full Microsoft Ads setup guide

  1. 01

    Add the Upstack Pixel to Global Scripts

    With the Upstack Data app installed on your Shopify store, paste the Checkout Champ tracking script the Upstack team provides, with your Pixel ID, into Global Scripts so it loads in the head of every funnel page. Disable Checkout Champ’s Facebook Pixel first.

  2. 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.

  3. 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 Checkout Champ 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?

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.

How do I check that Checkout Champ 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.

How long does it take to connect Checkout Champ to Microsoft Ads?

Most brands are live in under 20 minutes. Once Checkout Champ events reach Upstack, every destination receives the same resolved events, Microsoft Ads included.

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