Microsoft Ads UET Conversions API
ROASaurus sends page loads, product views, adds to cart, checkouts and purchases to Microsoft Advertising's UET Conversions API, with the msclkid click id and hashed customer data.
| Microsoft Ads at a glance | |
|---|---|
| Connection | UET Conversions API (server only) |
| Events | pageLoad, plus custom events view_item, add_to_cart, begin_checkout and purchase |
| Customer data | Email and phone (E.164) hashed with SHA-256, external id, IP, user agent |
| Click ids | msclkid |
| Credentials | UET tag ID and a Conversions API token |
| Spend sync | Yes: campaign spend, impressions and clicks per day, after you connect the ad account under Setup › Ad spend |
What ROASaurus sends to Microsoft
Page views go as UET page loads. The other events are custom events: view_item, add_to_cart, begin_checkout and purchase, with page types product, cart and purchase. Each event carries an event id, the page URL, the msclkid click id, the IP address and the user agent.
Known shoppers add a hashed email and a hashed phone in E.164 format. Before hashing, the email is lowercased and dots and "+" aliases are removed from the part before the @. Purchases include the value, currency, order id as transactionId, item ids and items.
How to connect
- In Microsoft Advertising, open your UET tag and choose Use Conversions API, then copy the token.
- Create UET conversion goals whose event action matches the names ROASaurus sends:
purchase, and if you want thembegin_checkout,add_to_cartandview_item. - In ROASaurus, go to Tracking & platforms, click Add pixel on the Microsoft Advertising card and enter the UET tag ID and the token.
Limits
- Microsoft's UET Conversions API is a pilot that each account joins through its Microsoft account manager or Microsoft Advertising support. If your UET tag has no Conversions API option yet, ROASaurus can't send events to it.
- No browser UET tag: ROASaurus sends server events only.
- Microsoft Advertising campaign spend syncs after you connect the account under Setup › Ad spend, so ROAS and CAC include it.
- Visits with an msclkid in the landing URL are grouped under Bing in attribution.
Related
Questions, answered
I don't see "Use Conversions API" on my UET tag. What now?
The UET Conversions API is a pilot. Ask your Microsoft account manager or Microsoft Advertising support to add your account. Until your account has it, there is no token to paste, and ROASaurus cannot send server events to Microsoft for that tag.
Which event names should my UET goals use?
Set the goal's event action to purchase for orders, and begin_checkout, add_to_cart or view_item for the other steps. The names must match what ROASaurus sends.
Does ROASaurus load the UET tag in the browser?
No. Microsoft receives server events only. Matching uses the msclkid click id, the hashed email or phone, and the IP address and user agent.
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