Uliana Lesiv
AuthorMicrosoft (Bing) has released its official Conversion API. For marketers, it means that server-side tracking configuration is available for this platform. Before, the only available option for Microsoft Ads was Microsoft's offline conversion tracking. The tracking method has many disadvantages if used for reporting online conversions, so switching to server-side using this option was not the most effective solution.
In this article, we will explain how Microsoft Conversion API works and how to configure server-side tracking for this platform using Stape's Microsoft Ads UET Conversion API tag.
After gaining user consent for data processing, the data on user interactions with your website is first transmitted to a cloud server, which then forwards it to third-party vendors and analytics platforms; in this case, it is Microsoft (Bing). Serving as a proxy, the cloud server bridges the website with the Microsoft platform.
Using the Conversion API allows you to structure and transmit event data directly from your backend, eliminating the need to run Microsoft JavaScript (Microsoft's UET tag) in the user’s browser. To simplify this process, the Stape team has developed the Microsoft Ads UET Conversion API tag, making the integration of Microsoft CAPI straightforward.
By using this server-to-server setup, you can benefit from all the advantages of server-side tracking, including greater accuracy and reliability of conversion tracking, even in scenarios where cookies are limited or restricted.
To set up the Microsoft Conversion API, you will need the following:
1. Download the Microsoft UET Conversion API tag from GitHub and unzip the file.
2. Upload a template to the server GTM container. Go to Templates → "Tag Templates" section → New → Import → select the template you downloaded from GitHub → Save.
3. Create a new tag.
In the "Tags "section, click "New" → as tag configuration select "Microsoft Ads UET Conversion API".
4. Configure the tag.
| Please note: Although CAPI presumes deduplication, the feature is not fully available: the client-side tag does not yet support event_id. Therefore, if you are a beta participant, make sure to create a separate conversion in your Bing interface and not report to existing ones, to avoid over-reporting. We will update this article once deduplication is fully supported |
4.1 Select Event Type Setup Method - "Standard" setup method will manually configure events, while "Inherit from client" will automatically map from GA4/Data tag event payloads.
4.2 Add UET Tag ID - the value can be found in the Microsoft Ads account → Conversions → UET tag → Tag ID.
4.3 Authorization Token - enter the auth token generated in Microsoft Ads or provided by your Account Manager. Currently, the API is in beta. The only way for a user to obtain a token is through your Microsoft Account Manager, who can generate and share it with you.
4.4 Enable Client-Side ID Sync - strongly recommended. This allows your internal IDs to be mapped to Microsoft IDs for better user matching and remarketing via a browser pixel.
4.5 Microsoft Customer ID / Manager Account ID - if you have multiple Customer IDs, please use the primary Microsoft Customer ID (the one from the Manager Account). Please note, it's not the same as the UET Tag ID.
You can find the ID by looking for the cid URL parameter when visiting your Microsoft Advertising account.
4.6 Use Optimistic Scenario - if set to true, the tag will call gtmOnSuccess() without waiting for a response from the API. This will speed up sGTM response time; however, your tag will always return the status fired successfully even in cases where it is not.
Here is an example of a field configuration:
4.7 Add at least one User Data Parameter.
User Data Parameters include standard identifiers like Anonymous ID, Click ID, Email, Phone Number, and External ID (User ID). Other identifiers like IP Address and mobile device IDs (IDFA/GAID) can also be sent.
4.8 Anonymous ID and Click ID Settings section.
The tag automatically manages both the Microsoft Click ID (msclkid) and the Anonymous ID.
In this section, you can control whether the tag writes these values to cookies, as well as configure their expiration and domain.
When using server GTM, both identifiers are stored in separate cookies with names distinct from those used by the JavaScript implementation:
4.9 Server Event Data Parameters section.
These parameters define the server-side context in which an event takes place.
4.10 Event Parameters section.
In this section, you can specify parameters that will provide detailed information about the user’s actions.
5. Add a trigger for the tag.
6. Test the configuration. You can do it in Google Tag Manager by clicking on Preview. Then trigger the event, and check whether the tag has fired.
Find out more about debugging and monitoring server-side tracking configuration in our guide.
We have covered the topic of Microsoft Ads tracking in our other articles. The guides will be helpful for data tracking configuration:
| Article | Description |
| Microsoft Ads (Bing) Offline Conversions tracking | Record and report conversions that take place outside the digital environment, such as in-store purchases driven by an ad interaction. |
| Consent Management in Microsoft (Bing) | Microsoft requires UET consent mode for GDPR compliance. Even if you switch to server-side tracking, it is mandatory to ask for consent from the user before collecting data. |
| Guide on Microsoft Bing Ads + improvement tips | The guide will be helpful for those who are just starting advertising on Microsoft. It includes a guide on running a Microsoft Ads campaign, as well as tips on how to improve campaign performance. |
The release of Microsoft’s Conversion API marks a significant step forward for advertisers looking to improve the accuracy of their tracking setup. By setting up Stape’s Microsoft Ads UET Conversion API tag, you can easily integrate Microsoft CAPI, reducing reliance on browser-based tracking and gaining more reliable conversion data.
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