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.
How it flows
01 Capture
Add the Upstack Pixel to your Funnelish funnels to track what shoppers do there. When Funnelish creates the order in Shopify, Upstack records it like any other Shopify order.
See the Funnelish integration
Funnelish page / eventsfrom the Upstack Pixel in each funnel’s headfbclid / gclid / ttclidclick IDs kept on the way to checkoutorder_idthe Shopify order Funnelish createsorder sourceshows as Funnelish in Upstack reports02 Understand
Every Funnelish 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
customer_typeNew or returning, resolved before send.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
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 Ads hashed email / phoneEnhanced Conversions matchingmsclkidkeep Bing paid-search attributionconversion valuevalue-based biddingeventIddedupe against the UET tagconversion_namemap to the right UET goalEach 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
Add the Upstack Pixel to each funnel and keep the click IDs on the links to checkout. The order itself reaches Upstack when Funnelish creates it in Shopify, counted once per Shopify order ID.
Microsoft Advertising Conversion goals Diagnostics
The diagnostics view reports the share of conversions carrying usable hashed data.
What changes
Microsoft Ads
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
Events sent to Microsoft Ads carry the resolved customer whenever Upstack can identify one, matched against a 750M+ device graph.
Funnelish
The pixel loads in the head of every funnel page, so visits and the events you configure are recorded on pages your theme never touches.
Funnelish
Connect Funnelish once and forward to every ad platform and email tool you run.
Setup
You need admin access to a Microsoft Advertising account enrolled in Microsoft’s Conversions API pilot, with msclkid tracking enabled on your campaigns.
01
In Funnelish, add the Upstack Pixel snippet to each funnel as a tracking code placed with Append To Page Head. If the funnel links to Shopify, add the script that keeps click IDs and UTMs on the link.
02
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
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
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.
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.
PageView as pageLoad, ViewContent as view_item, AddToCart as add_to_cart, InitiateCheckout as begin_checkout and Purchase as purchase.
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.
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.
Most brands are live in under 20 minutes. Once Funnelish events reach Upstack, every destination receives the same resolved events, Microsoft Ads included.
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