Integrations
Microsoft Ads Conversions API
Send Microsoft Advertising conversions from the server through the UET Conversions API, so they arrive even when the browser blocks the UET tag. Every event is assembled from the whole DataCops platform, so Microsoft receives clean, verified conversions, counted once. Paste your UET token, no code.
What it is
The UET Conversions API is Microsoft Advertising's server-to-server way to report conversions, instead of relying only on the UET tag in the browser. DataCops sends each conversion from the server to your UET tag, with the msclkid and the hashed details Microsoft uses to match it to the person who clicked your ad.Microsoft Ads is one of eight ad platforms DataCops sends to: Meta, Google Ads, TikTok, LinkedIn, Microsoft Ads, Reddit, Pinterest and X. Microsoft, Reddit and Pinterest connect with a key or token you paste in. Meta, Google Ads, TikTok, LinkedIn and X connect with a sign-in.
Sending from the server is only half of it. A conversion is only as useful as the data attached to it. DataCops builds each Microsoft event from every part of the platform: first-party capture, the 400-day identity, IP intelligence, email verification, the fraud check and the consent check. Microsoft is not receiving a tag firing. It is receiving a checked record of a real conversion.
Why the UET tag loses sales
The UET tag runs in the browser, and the browser is where tracking is weakest:
- It gets blocked. Ad blockers, Safari limits and rejected consent all stop the tag, so the conversion never reaches Microsoft.
- It arrives thin. When the tag does fire, it often carries little more than a cookie, which is hard to tie to a real person.
- It counts bots. A browser tag fires for any visitor, including bots, so Microsoft can learn from conversions that were never real.
Each of these is a data problem. DataCops fixes the data before Microsoft ever sees the event.
How DataCops builds each event
A DataCops Microsoft event is assembled, not just captured. As a visitor moves through your site, each part of the platform adds what it knows, so the event is complete and checked by the time a conversion happens.Here is what each part adds, in order:
- First-party capture keeps the ad click. The msclkid on the landing page is captured on your own domain and stored with the visit, so it is there when the conversion happens later.
- The 400-day durable identity attaches the person. A stable visitor ID rides along on every event, and if the visitor identified themselves earlier, their email comes with it.
- IP intelligence supplies a clean IP. The same IP checked for fraud is the one sent to Microsoft.
- Email verification checks the match key. The email is checked before it becomes a hashed match key, so you are not matching against a fake inbox.
- Real people only can gate out fakes. Turn it on for Microsoft Ads and bot and datacenter traffic is held back before it is sent. It is set per platform and is off by default. Blocking VPN, proxy and Tor traffic is an extra option.
- The consent check decides if it can go. The server checks consent again before every send. If consent was rejected, the event is skipped for Microsoft and the skip is logged.
The match signals sent to Microsoft
Microsoft matches a conversion to a person using the signals attached to it. DataCops sends every signal it has, with personal details normalised and hashed with SHA-256 on the server before they leave. Microsoft never receives a raw email or phone number.
| Signal | What it does for matching | Where DataCops gets it |
|---|---|---|
| msclkid | The Microsoft click ID. The most direct link between a conversion and the ad click behind it. | First-party capture from the landing page URL |
| Email (hashed) | Matches the buyer to their Microsoft account when the click ID is missing. | Verified real, then normalised the Microsoft way and hashed on the server |
| Phone (hashed) | A second match key, sent in international format before hashing. | Normalised to E.164 and hashed on the server |
| Anonymous and external ID | A stable ID for the visitor, so Microsoft can join repeat events to one person. | 400-day durable identity |
| IP address | A location and device signal Microsoft expects on a server event. | IP intelligence, the same clean IP used for the fraud verdict |
| User agent | Pairs with the IP to describe the device. | First-party capture |
Each event also carries the conversion itself: the event name mapped to a Microsoft event such as purchase, lead, signup, add_to_cart or begin_checkout, the time it happened, the order value and currency, and the page it happened on. Page views are not sent as conversions.
Rules Microsoft is strict about
The UET Conversions API has a few rules of its own. DataCops follows them for you:
- Events must be recent. Microsoft only accepts events from the last 7 days. DataCops sends the real event time, in the format Microsoft asks for.
- Email is cleaned more strictly. Microsoft wants dots and plus aliases removed from the part of the email before the @, then lowercased, before hashing. DataCops uses that exact rule for Microsoft instead of the general one, so the hash matches what Microsoft holds.
- Phone uses international format. The number is turned into E.164 format, with the leading plus, before it is hashed.
- Consent is passed along. Each event tells Microsoft whether ad storage consent was given. Events with rejected consent are not sent at all.
Counted once, never twice
Every DataCops event carries one steady event ID, shared across all the platforms it goes to. Microsoft uses that ID to spot a repeat, so if your UET tag and DataCops report the same conversion with the same ID, it is counted once.
That means you can turn on server-side delivery without removing anything. Keep the UET tag, check the server events in your delivery log, and decide later what to keep. DataCops also catches a repeat of the same order before it goes out, so an order that fires twice is still only reported once.
Connect with your UET token
No code, no container, no developer. You need two things from Microsoft Advertising: your UET tag ID and a Conversions API token.
Get access from Microsoft
The UET Conversions API is in a Microsoft pilot. Ask your Microsoft Advertising account manager to add your account.
Create the token
In Microsoft Advertising, open your UET tag and choose to use the Conversions API. Copy the token and the tag ID.
Paste them into DataCops
DataCops checks the token with Microsoft before saving, so you know straight away if it works.
Map your events
In Event Manager, map each conversion to a Microsoft event, one time.
Good to know before you start
- The token comes from the Microsoft Advertising UI, inside the UET tag settings.
- The pilot is run by Microsoft, so your account manager switches it on.
- Events older than 7 days are outside Microsoft's window, so delivery is near real time.
- Your UET tag can keep running next to DataCops.
An honest delivery log
A browser tag fires and forgets. It never learns whether Microsoft took the event. DataCops records every send: one row per event, marked sent, skipped or failed, with the reason shown, like rejected consent, a missing token or an event with nothing to match on. So you can see, per conversion, exactly what reached Microsoft and why.
Microsoft Ads is one of the newer connections in DataCops. Check your first sends in the delivery log and in Microsoft Advertising, then let it run.