Ad blockers and browser settings stop some of your conversions before Microsoft ever sees them. The sales happened, but they never arrive — and Microsoft optimises your ads on numbers that are too low. The UET Conversions API sends the same conversion a second time, from your own server. Microsoft recognises it as the same order and counts it once.
Microsoft Advertising is smaller than Google in most markets, but the traffic that comes in tends to convert well — and at a smaller volume, every conversion you miss weighs that much heavier in the optimisation.
Some of your conversions are stopped in the browser before Microsoft registers them. You won't see the effect in your revenue, but in your ads: bidding is adjusted on a number that is too low, and campaigns that perform well don't look like they do.
The conversion goes out a second time, now from your own server. Both routes carry the same event ID, the same tag number and the same event name — the three things Microsoft deduplicates on. So a sale never lands twice in your reporting.
The click ID Microsoft attaches to your ad is kept in a cookie on your own domain. Even when the order only follows days later, it can still be tied back to the right ad. That is part of your setup by default — there is nothing to configure.
Fill in two fields and click to enable. We handle the installation in your own server container — you don't have to find, build or publish a tag yourself.
Without marketing consent from your visitor, nothing is sent to Microsoft. That isn't a setting someone can forget, it is how the connection works.
The conversion goes to Microsoft, with encrypted details for matching. Your raw customer data never leaves your own server — only an irreversible hash of it is sent.
Nothing is sent. So Microsoft will show fewer conversions than your own checkout, because you only measure the visitors who consented. The gap is a decision, not a fault — and it helps to know that before you put the two numbers side by side.
One detail is worth knowing: Microsoft assumes consent was given if you don't send the signal at all. That is why we always send it explicitly, including when the answer is no. Which status applies is decided by your own cookie banner — the connection works with all common banners, or use our own Consent Mode V2 Banner, free from Business up.
Purchases only by default. You choose what else goes out — a webshop usually wants the cart alongside it, a service business wants the enquiry.
One thing to watch: in Microsoft Advertising each event needs a conversion goal with exactly the same name. So only switch an event on once that goal exists — otherwise traffic comes in but nothing is measured with it. Not sure? Just ask and we'll take a look with you.
No surcharge, no separate module. Like the Google Ads and Meta connections, this is simply part of the service.
No, leave it exactly where it is. The browser tag and the server connection complement each other. Microsoft recognises from the shared event ID, the tag number and the event name that it is the same conversion, and counts it once.
A Microsoft Advertising account with a UET tag, and a Conversions API token from that same screen. You fill in two fields in your dashboard and click to enable; we install the connection in your own server container. If you don't see a button to copy a token in Microsoft Advertising, the Conversions API isn't available for your account yet.
Because nothing is sent without marketing consent. Microsoft assumes consent was given if you don't send the signal at all; we always send it explicitly, including when the answer is no. So you only see the visitors who consented. That is a decision, not a fault.
Purchase, add to cart, checkout started, payment details, enquiry, account created, sign-up, search and product viewed. Purchases are on by default. Only enable an event once you've created a conversion goal for it in Microsoft Advertising with exactly the same name — otherwise you send traffic that measures nothing.
Nowhere with us. The token goes into the settings of your own server container, and that is the only place it lives.
Yes. They are three separate connections that all run through the same server container; you switch them on and off independently. See also Google Ads server-side and Meta Conversions API.
Fill in two fields, we handle the installation. Deduplicated with your existing tag, with a consent gate that is always sent explicitly — included in every plan.
Start now