Microsoft Ads CAPI

Datafly Signal delivers conversion events to Microsoft Advertising server-to-server using the Conversions API (CAPI), the server-side counterpart to the Universal Event Tracking (UET) JavaScript tag. This gives you conversion measurement for Bing, Edge, and Microsoft Audience Network campaigns that does not depend on browser cookies or client-side script execution.

Why route Microsoft Ads through Datafly Signal

• Conversions survive ad blockers and tracking prevention. A browser tag served from an advertising domain is blocked outright for part of your traffic, and Safari’s ITP shortens the cookies it can set. Signal sends the event from your own server, so the conversions Microsoft Ads optimises against are not filtered by the browser.
• Email and phone number are hashed before leaving your infrastructure. Signal normalises (trim and lowercase) and applies SHA-256 inside your own deployment, so Microsoft Ads receives match keys rather than raw personal data.
• Client IP and user agent are preserved. Server-to-server delivery normally loses both, which weakens matching. Signal forwards the genuine visitor values as request headers so Microsoft Ads attributes the event to the right session.
• Click identifiers are captured and replayed. Signal stores msclkid first-party at collection time and attaches them to the conversion later, so attribution survives even when the original landing cookie has expired.
• Delivery is batched, rate-limited, and retried. Signal buffers to Kafka, respects the Microsoft Ads rate limit, and retries on 429 or transient failure rather than dropping the event.
• Presets for Retail and B2B / SaaS. The mapping starts from a working configuration for your vertical instead of a blank field map.
• One consent decision governs every destination. Microsoft Ads is gated by the same consent state as the rest of your stack, so a withdrawal applies everywhere at once.
• No vendor tag on the page. Removing it removes its page weight and its independent access to your visitors.

Prerequisites

You need a Microsoft Advertising account, a UET tag, conversion goals, and a Conversions API token.

Configure in Signal

Configuration Fields

Management UI Setup

1. Go to Integrations > Add Integration > Microsoft Ads CAPI.
2. Choose the preset that matches your vertical (Retail or B2B / SaaS).
3. Enter your uet_tag_id and access_token.
4. Select consent categories (typically advertising).
5. Click Save.

Management API Setup

curl -X POST http://localhost:8084/v1/admin/integrations \
  -H "Authorization: Bearer YOUR_TOKEN" \
  -H "Content-Type: application/json" \
  -d '{
    "source_id": "src_abc123",
    "vendor": "microsoft_ads",
    "name": "Microsoft Ads CAPI",
    "enabled": true,
    "config": {
      "uet_tag_id": "12345678",
      "access_token": "your_conversions_api_token"
    },
    "consent_categories": ["advertising"]
  }'

API Endpoint

POST https://capi.uet.microsoft.com/v1/{uet_tag_id}/events
Authorization: Bearer <Conversions API token>

Events are sent as JSON under a data array. Signal batches up to 500 events per request (Microsoft’s limit is 1,000) with a 2-second flush window, and sets continueOnValidationError so one malformed event cannot reject the rest of the batch.

Identity Signals

Every event must carry at least one identifier in userData, or Microsoft rejects it. Signal always sends the visitor’s anonymous ID, so this holds even for a first-time anonymous visitor with no PII.

Automatic Signals

Sent automatically — no configuration needed:

When a user clicks a Microsoft ad, the msclkid parameter is appended to the landing page URL:

https://example.com/landing?msclkid=dd4afccc-b1c9-4a4c-ad95-44dd7e5006ab

Datafly.js captures it and persists it as a first-party cookie for the attribution window.

User-Provided Signals (Hashed)

When user data is available via datafly.identify(), these are SHA-256 hashed server-side before sending:

Consent

Signal maps your CMP’s marketing consent onto Microsoft’s adStorageConsent field: G when granted, D when denied.

Events whose marketing consent is denied are suppressed before delivery, so nothing is sent for a user who has refused advertising consent. If your CMP reports no marketing signal at all, the field is omitted and Microsoft applies its documented default of granted.

Event Mapping

CAPI has two event types. pageLoad carries page context for destination-URL goals; custom carries a named conversion action that must match the Action on your conversion goal.

Retail preset

B2B / SaaS preset

To customise, edit the integration’s Field Mappings in the Management UI.

Example: Purchase Event

Datafly.js call:

datafly.track("purchase", {
  order_id: "ORD-001",
  revenue: 129.99,
  currency: "USD"
});

Microsoft Ads CAPI payload sent by Signal:

{
  "data": [
    {
      "eventType": "custom",
      "eventName": "purchase",
      "eventTime": 1786968000,
      "eventId": "evt_abc123def456",
      "eventSourceUrl": "https://example.com/checkout/confirmation",
      "pageTitle": "Order confirmed",
      "referrerUrl": "https://www.bing.com/",
      "adStorageConsent": "G",
      "userData": {
        "anonymousId": "b171a9b06ce011ecafcd1b209be8601b",
        "externalId": "user-42",
        "msclkid": "dd4afccc-b1c9-4a4c-ad95-44dd7e5006ab",
        "em": "ec81f3ac7b2b19675bab9d54cf416f9f18cff87c97da5cca82c0f0891bc40602",
        "clientIpAddress": "203.0.113.50",
        "clientUserAgent": "Mozilla/5.0 ..."
      },
      "customData": {
        "value": 129.99,
        "currency": "USD",
        "transactionId": "ORD-001",
        "pageType": "purchase"
      }
    }
  ],
  "continueOnValidationError": true,
  "dataProvider": "datafly"
}

Product-level remarketing exclusion

Microsoft’s dynamic remarketing needs both a page type and a product identifier. purchase and add_to_cart send customData.pageType together with customData.items, mapped from properties.items (or properties.products).

The identifiers you send must match the product IDs in your Microsoft Merchant Center feed exactly. A variant ID sent against a feed of parent IDs, or a SKU against GTINs, matches nothing and fails silently in the same way.

Deduplication

If the same conversion can reach Microsoft from both the UET JavaScript tag and CAPI, all three of the following must match for Microsoft to recognise the duplicate:

• the UET tag ID
• the eventId
• the eventName

Signal sends the event’s ID as eventId automatically. To deduplicate against your UET tag, pass that same ID to uetq client-side as event_id, and use the same action name.

window.uetq = window.uetq || [];
window.uetq.push('event', 'purchase', {
  event_id: '<the same id Signal sends>'
});

Testing Your Integration

1. Trigger events on your website with the integration enabled.
2. In Signal, check Live Events to confirm delivery with a 200 response.
3. In Microsoft Advertising, go to Tools > Conversion tracking > Conversion goals and check the Tracking status column — it should show “Recording conversions” or “Tag active”.
4. Open individual goals to see conversion counts.

Troubleshooting