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
Capture Phoenix Technologies orders from the server, including the upsell sequence, so the complete order value reaches every downstream tool.
See the Phoenix Technologies integration
Phoenix Technologies order_idPhoenix order referenceemail / phonecontact from the order recordline_itemsinitial purchase and any upsellstotal / rebill_amountfirst charge separated from recurringtransaction_stateapproved, declined or rebill02 Understand
Every Phoenix Technologies 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
Forwarding them as conversions teaches the algorithm to bid for customers you already have, and inflates acquisition performance by the entire recurring base.
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.
Phoenix Technologies
Storefront and checkout events are captured from Phoenix Technologies on the server, independent of the browser.
Phoenix Technologies
Connect Phoenix Technologies once and forward to every ad platform, email tool and warehouse 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
Capture Phoenix Technologies orders from the server, including the upsell sequence, so the complete order value reaches every downstream tool.
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 Phoenix Technologies is connected, every destination receives the same resolved events, Microsoft Ads included.
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