Microsoft Ads Conversions API integration

Microsoft Advertising, formerly Bing Ads, accepts conversions from outside its UET tag in two main ways: offline conversion imports tied to the Microsoft Click ID (MSCLKID), and server-side events sent through its UET Conversions API. Both are mapped to conversion goals in the account, can carry a conversion value and currency, and support enhanced conversions using hashed email addresses or phone numbers. Server-side events include an event ID so they can be de-duplicated against the tag.

Search on Bing leans towards desktop, and many advertisers there sell through phone calls, quotes and longer, higher-value purchase journeys. Those conversions rarely complete in a single browser session, so the tag alone under-reports them. Importing outcomes from your order system or CRM gives automated bidding strategies such as Target ROAS a truer picture of value. Auto-tagging must be switched on for the MSCLKID to be captured in the first place.

Dashworx models orders and CRM stages next to Microsoft Advertising spend, so it can build those uploads and then compare imported value with revenue from every other channel.