> ## 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.

# Complete How-To Guide for Onboarding Microsoft Advertising in Upstack Data

> Onboard Microsoft Advertising (Bing Ads) in Upstack Data — locate your UET Tag ID, generate your CAPI auth token, configure the destination, and verify server-side conversion forwarding.

<Info>
  **New to Upstack?** Follow the [getting started guide](/get-started/install-on-shopify) for a streamlined onboarding walkthrough.
</Info>

<Tip>
  * Configure the **Microsoft Advertising destination** in Upstack Data with your **UET Tag ID** and **CAPI Auth Token**.
  * Ensure Auto-tagging or manual `msclkid` tracking is enabled in your campaigns.
  * Verify events appear in **Microsoft Advertising → Tools → UET Tags → Tag Status**.
  * Monitor attribution improvements over 7-10 days of campaign traffic.
</Tip>

<Warning>
  **CAPI Pilot Program:** Microsoft's Conversions API is currently in pilot. Contact your Microsoft Advertising account manager to enroll before enabling server-side tracking in Upstack.
</Warning>

## Prerequisites

Before you start, you need:

* An active Upstack Data account ([sign up](https://app.upstackdata.com))
* 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

<Steps>
  <Step title="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 →](/guides/microsoft-ads/how-to-enable-conversions-api)
  </Step>

  <Step title="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 →](/guides/microsoft-ads/how-to-find-uet-tag-id)
  </Step>

  <Step title="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 →](/guides/microsoft-ads/how-to-create-event-goals)
  </Step>

  <Step title="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 →](/guides/microsoft-ads/how-to-enable-msclkid-tracking)
  </Step>

  <Step title="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 →](/guides/microsoft-ads/how-to-configure-microsoft-ads-destination)
  </Step>

  <Step title="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.

    If anything is unhealthy, check the corresponding help guide above for troubleshooting steps.
  </Step>
</Steps>

## What to expect after setup

### Attribution with msclkid

Microsoft Advertising attributes conversions using the `msclkid` 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 on `eventId`. 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.

<Note>
  **Need help?**

  If you encounter any issues during setup or don't see conversions appearing after confirming ad clicks, contact our [support team](/support) with your **UET Tag ID** and we'll help diagnose the problem.
</Note>