Server-side tracking for Microsoft Advertising conversions
Your conversions leave your server for the Microsoft Conversions API, backed by your UET tag. The purchase is fired by the validated order.
A useful particularity: Microsoft accepts an open event vocabulary. Our names pass through unchanged and attach to the conversion goals you defined in your account, none of our 28 events is dropped for want of an official name.
Where a shop loses its Microsoft conversions
The UET tag has the same fragilities as any browser tag, with an audience that often converts better than average.
An audience that is measured badly
Bing traffic often converts well and is often measured badly: corporate machines, where Edge and Bing are the default, are also the ones filtering scripts the most.
The purchase depends on a page
As elsewhere: if the confirmation page does not load, the conversion does not exist for Microsoft, while the order very much does.
Goals never reached
Your conversion goals wait for an event that never arrives. Automated bidding then learns on a fraction of your sales.
Three steps, and one enrolment to request
Installation is the same as for the other destinations. The only difference comes from Microsoft, not from us.
1: Install the connector
The PrestaShop module, the WooCommerce plugin or the Shopware extension, downloaded from your console.
2: Request access from Microsoft
The Conversions API is still a pilot programme: access is requested from your Microsoft account manager. It is the one step we cannot take for you.
3: Paste the tag ID and the token
Both are on the same screen, under Conversions → your UET tag → “Use Conversions API”.
What Microsoft receives
The event name passes through UNCHANGED: you decide, in your account, which names count as a conversion. The table below lists an additional hint, the “page type”, sent for dynamic remarketing where it makes sense, and omitted otherwise, never guessed.
| Our name | Name at the platform |
|---|---|
page_view | home |
view_content | product |
view_item_list | category |
select_item | product |
add_to_cart | cart |
view_cart | cart |
purchase | purchase |
search | searchresults |
What to know before counting on it
Two particularities, one restrictive and one in your favour.
Access is not open to everyone
The programme is a pilot and access is obtained from your account manager. We write it here so you know before signing up with us, not after.
In exchange, no event is dropped
Unlike Meta, TikTok and Pinterest, Microsoft accepts an open vocabulary: our 28 names pass through unchanged and attach to the conversion goals you define in your account. It is the only destination where nothing is left out for want of an official name.
What the console will show you for this destination
An argument we can make because the page exists: you do not have to take our word for it, you look.
Every event, with the platform's answer
The Inspector lists what left, what the destination made of it, and the exact reason for a refusal. An invalid identifier or an expired token reads in plain words, the same day.
Identifier coverage
How many of your events carried enough to tie the conversion to a person. That is what decides match quality, and therefore the ROAS you will read at the advertiser.
The periods when nothing left
The costliest and quietest anomaly: an empty dashboard reads like a bad week, never like an outage. The console names them.
What you need
Two values, on the same screen of your Microsoft Advertising account.
The UET tag ID
Microsoft Advertising → Conversions → your UET tag → “Use Conversions API”.
The authentication token
Shown next to the ID, on the same screen. No OAuth flow here: a single static token per tag.
⚠ An enrolment in the programme
Microsoft's Conversions API is still a pilot programme: access is requested from your Microsoft account manager. We say it here rather than letting you find out after signing up.
What does not leave our infrastructure
A product handling customer data owes you a statement of where it stops.
Identifiers are hashed before sending
Normalised then hashed here: the destination receives a fingerprint, never the email address or the phone number.
Consent decides, server-side too
Every event carries the consent state your banner recorded. A refusal stays a refusal: going through the server bypasses nothing.
Hosted in the European Union
The dispatcher, the database and the console are in Germany. Your tokens are encrypted at rest and never reappear in a page.
Simple to install, with no cost added on top
A design decision, not a sales promise: there is nothing to host, and nothing to unlock tier by tier.
A module, like any other
The connector installs like any other extension of your shop. Nothing to host: no container to rent, no server to maintain, no subdomain to configure.
Every destination, on every plan
Including the free one. Plans differ only by the number of sites and events, no destination is reserved for a tier, which is nonetheless the norm.
Starting costs nothing
The free plan covers one site and 10,000 events a month, with no card. Nothing breaks if you go over the quota.
Questions fréquentes
Do I still need the UET tag?
Yes. The Conversions API is backed by your existing UET tag: its ID is what routes the events. The two complement each other, they do not replace one another.
How do my events become conversions?
You create, in your Microsoft account, conversion goals named after our events: purchase, lead, or any other. Since the name passes through unchanged, the match is direct.
Why do you mention a pilot programme?
Because it is one as of today, and finding out after signing up would be an unpleasant surprise. Access is requested from your Microsoft account manager.
What happens if the token expires?
The Inspector shows the refusal with Microsoft's exact message, and signal health reports it as an anomaly to handle. You do not discover it at the monthly review.
The logical next step
Install the connector on your shop, know what it measures, and check what actually left.
PrestaShop module
Installing on a PrestaShop shop, step by step.
WooCommerce plugin
Installing on WordPress and WooCommerce.
Shopware extension
Installing on Shopware 6.
What we measure
The 28 events in plain words, and what a site without a shop sees.
Insights: the dashboard
Where you check what left, and what the destination made of it.
All destinations
The seven platforms one event can go to.
Connect this destination in minutes
The free plan includes every destination. No commitment, no card.