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
Bring subscription events into the same resolved customer: new subscriptions, renewals, churn and reactivation.
See the Recharge integration
Recharge subscription_idthe subscription, not the ordercharge_ideach recurring chargeemail / phonesubscriber contactstatusactive, cancelled, paused, reactivatedis_first_chargenew subscription versus renewalproduct / frequencywhat they subscribed to and how often02 Understand
Every Recharge 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
Forwarded naively, your ad platform learns that customers you already acquired keep converting, and prospecting drifts toward people who look like existing subscribers. Only the first charge is an acquisition.
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.
Recharge
Send new subscriptions to the ad platforms as a distinct event, not lumped in with one-time orders.
Recharge
Recurring charges are forwarded as real revenue, so LTV reporting reflects what the customer is actually worth.
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
Bring subscription events into the same resolved customer: new subscriptions, renewals, churn and reactivation.
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 Recharge is connected, every destination receives the same resolved events, Microsoft Ads included.
Related connectors
A 15-minute walkthrough of this connector on your own account.
21-day free trial, no card. Month to month.
X 
AppLovin 
Outbrain 
Taboola 
MGID 
The Trade Desk 
Custom stack 
Funnelish 
Lasso Commerce 
Phoenix Technologies 
Skio 
Loop Subscriptions