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Microsoft Ads integration: identity-resolved conversions, sent server-side

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.

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Role
Destination
Category
Ad platforms
Pre-built connectors
12 sources
Plans
All plans

What Upstack sends

Every conversion reaches Microsoft Ads with the identifiers it matches on. Captured on the server, resolved to a person, then sent.

In: from Shopify1 of 12 sources
  • order_idShopify order and checkout token
  • email / phonecustomer contact from checkout
  • customer_idShopify customer record, if they have one
  • line_itemsproducts, variants and quantities
  • total / subtotal / discountorder economics

Storefront events from the Upstack Pixel, orders directly from Shopify.

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.
Out: to Microsoft AdsOn every event
  • 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

UET conversions with restored identifiers.

See the set-up reference See all 12 sources How resolution works

About Microsoft Ads

Upstack sends conversions server-side with hashed email, phone and the restored click ID attached, so matching does not depend on a script surviving the page.

Server events carry the same eventId as the UET tag’s, so Microsoft counts each conversion once.

What Microsoft Ads is

Microsoft Ads covers Bing search, the Audience Network and a search partner network reaching an older, higher-intent buyer than most channels.

It carries the same problem as any tag-based system: the UET tag has to fire, survive and match.

How Microsoft Ads works

Microsoft Ads measures conversions through the UET tag, a browser script that fires on a thank-you page and reports back. Ad blockers, consent banners and single-page checkouts each remove a slice, and offline or phone orders never appear at all unless something uploads them.

What you can do with it

Three jobs this connector does inside Microsoft Ads.

01

Send complete conversions

Conversions reach Microsoft Ads through its server-side API with restored click IDs and hashed identifiers attached, so more of what you send is matched on arrival, and the conversions you never saw stop being invisible.

02

Optimize on the customer you want

Map any order attribute to the conversion Microsoft Ads receives (profit rather than revenue, new customers rather than repeat buyers, high-value orders rather than every checkout), so the platform learns from the buyers worth acquiring.

03

Server events beside the UET tag

Upstack runs alongside the UET tag and sends each event to Microsoft’s Conversions API with the same eventId, so Microsoft counts it once. The Conversions API is in a pilot program, so enroll through your Microsoft Advertising account manager first.

Pre-built connectors

12 sources connect to Microsoft Ads. Whichever of these you run, Microsoft Ads is one switch away.

See all connectors

Documentation

Set-up reference.

Set-up, event schema and field mapping for Microsoft Ads as a destination.

FAQ

Microsoft Ads integration questions.

What does Upstack send 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.

How do I connect Microsoft Ads to Upstack?

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. You need admin access to a Microsoft Advertising account enrolled in Microsoft’s Conversions API pilot, with msclkid tracking enabled on your campaigns.

How do I check that 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.

Which plans include the Microsoft Ads integration?

All plans. Upstack has three plans that scale with your order volume, and the same integrations are on every plan.

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.

Similar integrations

Other Ad platforms integrations.

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Get Microsoft Ads tracking right.

A 15-minute walkthrough tailored to your stack and channels.

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