Uliana Lesiv
AuthorSo far, Microsoft hasn't presented an official Conversions API, and implementing server-side tracking for this platform isn't possible. In this article, we will consider the potential alternative that can enrich conversion data.
When marketers ask about Microsoft (Bing) server-side tracking, they mean a method of data tracking that allows sending data on users' interactions to a cloud server owned by a business. After that, the data is routed to third-party vendors, in our case to Microsoft Ads. Acting as an intermediary, a cloud server connects a website (or other data source) with external tracking tools.
Microsoft server-side tracking is a popular search query, as server-side tracking provides numerous benefits, including more precise conversion tracking. In the context of Microsoft/Bing Ads, it is valuable as it enriches data and allows effective campaign optimization.
Although that is a popular request, it is currently impossible to configure Microsoft server-side tracking, as the platform doesn't have an official Conversions API. For now, it is impossible to set up Bing server-side tracking using either a server Google Tag Manager (GTM) container or by configuring Conversions API Gateway, unlike with other platforms such as Meta, Google Ads, Snapchat, TikTok, which do support this functionality.
Bing API is a suite of APIs offered by Microsoft/Bing that lets developers integrate different functionalities into their websites or apps. In essence, it allows them to get the most out of Bing's search engine directly without the need to develop that functionality themselves.
Here are some of the Bing API types:
| Bing API type | Description |
| Bing Web Search | Delivers ad-free, location-aware search results. |
| Bing Image Search | Lets users explore the web for images. The results provide direct image URLs, source website details, metadata, and more. |
| Bing Custom Search | Offers access to a global search index and document processing. It identifies relevant websites and images, generates automatic query suggestions, applies Bing’s ranking algorithm, and presents accurate search results. |
| Bing Autosuggest | Enables intelligent type-ahead suggestions that help users complete queries more quickly. |
Alternatively, to complete server-side tracking for Bing Ads, you can set up offline conversions tracking. The primary objective of offline conversion tracking is to capture and report conversions that occur outside the online environment (e.g., in-store purchases resulting from an ad interaction).
Offline conversion tracking can also significantly enrich your data and contribute to campaign optimization. Additionally, such a configuration provides the following benefits:
We have a detailed guide on Microsoft/Bing Ads offline conversion tracking; however, before starting, keep in mind a few points:
| Please note: In 2024, Microsoft launched its own version of Consent Mode. Like Google, it requires obtaining user consent before collecting data. We offer a comprehensive guide on how to configure consent management in Microsoft. |
Microsoft offers Universal Event Tracking (UET) tag, which records customer actions on your website. The solution allows you to track conversions (such as purchases or leads) and create remarketing lists for targeted advertising. Microsoft advertising UET tag, along with Microsoft Ads Offline Conversion tag for server GTM container, lets marketers and business owners create comprehensive conversion tracking.
Comprehensive conversion tracking has the following benefits:
Often, advertisers run ads on multiple platforms, such as Google Ads and Microsoft Ads, simultaneously. When it comes to Google Ads, there is a wide range of options to track conversion data on the server side.
| Platform | Server-side tracking solution | Description |
| Google Ads | Server-side tracking setup via the server GTM | A flexible, highly customizable, and scalable solution if you need to set up server-side tracking for other platforms (Meta, Google Analytics 4, Snapchat) |
| Server-side tracking using Stape Gateway | It allows configuring server-side tracking for Google Ads and Google Analytics 4 only. | |
| Google Ads offline conversions tag | Track conversions from physical stores, calls, and other offline conversion sources. | |
| Google Ads adjustment tag | Modify data on conversions after they were made. For example, adjust data after returns or order cancellations. | |
| Microsoft Ads | Microsoft Ads offline conversions tag | Similarly to Google Ads, the tag enriches data with offline purchases. |
While other advertising platforms, such as Google Ads, offer a wide range of solutions for implementing server-side tracking, Microsoft doesn't provide an official Conversions API, which could enable such a data tracking method. As an alternative method to enrich data using a server-side connection, marketers can utilize offline conversion tracking. It lets attribute conversions that occur offline to the specific campaigns and gain more reliable data for ad strategy optimization.
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