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Stripe Microsoft Ads

Send events from your Stripe-billed app 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 Stripe event reaches Microsoft Ads. Sent from your app, resolved to a person, then forwarded.

01 Capture

Captured from Stripe

For apps that bill through Stripe, send payment and subscription events to Upstack with the Upstack Pixel and JavaScript SDK, resolved to a customer before they reach the tools you spend on.

See the Stripe integration
StripeWhat it sends
  • subscription_initial_purchaseyou fire it for the first subscription order
  • subscription_recurring_purchaseon invoice.paid for an existing subscription
  • payment_succeededmaps to invoice.paid or charge.succeeded
  • payment_refundedmaps to charge.refunded
  • amount / currencyamount in cents, with invoiceId and subscriptionId

02 Understand

Resolved to one person before it leaves

Every Stripe 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

A retried payment produces several Stripe objects for one purchase.

Forwarding each as a conversion inflates reported performance by the retry rate, which is highest on exactly the campaigns bringing in the least reliable payment methods. Fire the Upstack event when Stripe reports the payment succeeded (invoice.paid or charge.succeeded), so only the settled payment becomes a conversion.

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 Stripe feeds Microsoft Ads. Two gains on the Microsoft Ads side, two on the Stripe 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.

Stripe

Subscription purchases as events

Fire subscription_initial_purchase for the first order and subscription_recurring_purchase each time a renewal is paid, so first orders and renewals are reported separately.

Stripe

Payments and refunds

payment_succeeded, payment_failed and payment_refunded each map to a Stripe event (invoice.paid or charge.succeeded, invoice.payment_failed, charge.refunded), so money events reach Upstack when your app fires them.

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

    Install the Upstack Pixel and SDK

    Add the Upstack Pixel to your app, then fire the subscription and payment events with the JavaScript SDK when Stripe reports them, such as subscription_recurring_purchase when invoice.paid fires for an existing subscription.

  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 Stripe 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 Stripe 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 Stripe to Microsoft Ads?

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

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