Documentation Index
Fetch the complete documentation index at: https://docs.upstackdata.com/llms.txt
Use this file to discover all available pages before exploring further.
New to Upstack? Follow the getting started guide for a streamlined onboarding walkthrough.
Prerequisites
Before you start, you need:- An active Upstack Data account (sign up)
- Admin access to a Microsoft Advertising account
- Your UET Tag ID from Microsoft Advertising
- Enrollment in the Conversions API pilot program
- Your CAPI Auth Token (generated after pilot enrollment)
- Active Microsoft Advertising campaigns with msclkid tracking enabled
Enroll in the Conversions API pilot
Contact your Microsoft Advertising account manager or Microsoft Advertising support to request enrollment in the Conversions API pilot program.Once enrolled, the auth token generation option becomes available in your UET Tag settings.Help guide:How to enable the Conversions API →
Find your UET Tag ID
Locate your UET Tag ID in the Microsoft Advertising dashboard under Tools → UET Tags. This numeric ID identifies your tracking tag.Help guide:How to find your UET Tag ID →
Create Event Goals
Create Event Goals in Microsoft Advertising to track specific conversion types (purchase, add_to_cart, etc.) that Upstack will send via CAPI.Help guide:How to create Event Goals →
Enable msclkid tracking
Ensure Auto-tagging is enabled or configure manual msclkid tracking in your campaigns so click IDs are captured for attribution.Help guide:How to enable msclkid tracking →
Configure the Microsoft Advertising destination in Upstack Data
In the Upstack dashboard, navigate to Event Destinations and add a Microsoft Advertising destination using your UET Tag ID and CAPI Auth Token.Help guide:How to configure the Microsoft Advertising destination →
Verify the full setup is healthy
Confirm each piece of the setup is working:
- In the Upstack dashboard, Event Destinations shows your Microsoft Advertising destination as Healthy (green).
- In Microsoft Advertising → Tools → UET Tags → select your tag → Tag Status, server-side events appear alongside browser events.
- Test with a real ad click — clicking your own ad and completing a purchase should generate a tracked conversion within 5-10 minutes.
What to expect after setup
Attribution with msclkid
Microsoft Advertising attributes conversions using themsclkid click identifier when available, plus hashed email and phone for enhanced matching:
| Scenario | Attribution |
|---|---|
User clicks ad with msclkid, converts same session | ✅ Attributed |
User clicks ad with msclkid, converts within 90 days | ✅ Attributed (if cookie persists) |
| Known customer with email, no click ID | ✅ Attributed via enhanced matching |
| User visits directly without ad click | ❌ Cannot be attributed |
| User clears cookies between click and conversion | ⚠️ Depends on email/phone matching |
Conversion reporting timeline
- Initial conversions start appearing in Microsoft Advertising within 5-10 minutes of real ad clicks and purchases.
- Full attribution picture emerges over 7-10 days as more users complete the click → conversion journey.
- Server-side events appear with a “Server” indicator in UET Tag Status.
Deduplication
Microsoft deduplicates based oneventId. Upstack sends a shared eventId on every server-side event, and Microsoft’s deduplication logic matches events by eventId and keeps only one. As long as the UET Tag ID in Upstack matches your browser UET Tag, you won’t see duplicate conversions.
Need help?If you encounter any issues during setup or don’t see conversions appearing after confirming ad clicks, contact our support team with your UET Tag ID and we’ll help diagnose the problem.