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
One Upstack app setup that captures Shopify storefront and checkout events with the Upstack Pixel, records every order directly from Shopify, and forwards both to every tool you spend on.
See the Shopify integration
Shopify order_idShopify order and checkout tokenemail / phonecustomer contact from checkoutcustomer_idShopify customer record, if they have oneline_itemsproducts, variants and quantitiestotal / subtotal / discountorder economics02 Understand
Every Shopify 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
Sending server events alongside it without a shared event ID is how a single purchase becomes two conversions and your reported ROAS quietly doubles. Upstack records one Purchase per Shopify order ID, so the pixel's copy and Shopify's own copy of an order count once.
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.
Shopify
Purchases also reach Upstack directly from Shopify, about 10 minutes after the order, so an order still counts when an ad blocker stopped the pixel or the shopper closed the page.
Shopify
Shopify customer IDs, emails and phones are matched against the graph, so repeat buyers are identified across devices.
Setup
App install, no theme edits and no developer. You need admin access to a Microsoft Advertising account enrolled in Microsoft’s Conversions API pilot, with msclkid tracking enabled on your campaigns and owner or staff access to Shopify.
01
In the Upstack dashboard, open System, then Data Sources, and click Connect Shopify. Approve the install in your Shopify Admin: Upstack reads products, orders and customers, and writes only its own pixel.
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. Orders reach Upstack directly from Shopify, even when the browser pixel is blocked.
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.
No. Shopify connects as an app install with no theme edits, and most brands are live in under 20 minutes. Headless storefronts add the Upstack Pixel script instead of the theme app extension.
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