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Microsoft’s Conversions API (CAPI) enables server-side event delivery alongside the browser UET Tag. Server-side events bypass ad blockers and browser restrictions, improving match rates and attribution accuracy.
Pilot Program: The Conversions API is currently in pilot. You must be enrolled in the pilot program before you can generate an auth token.

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Step 1: Enroll in the CAPI pilot

1

Contact Microsoft Advertising

Reach out to your Microsoft Advertising account manager or contact Microsoft Advertising support to request enrollment in the Conversions API pilot program.Include your:
  • Microsoft Advertising account ID
  • UET Tag ID
  • Business use case (server-side conversion tracking via Upstack Data)
2

Wait for enrollment confirmation

Microsoft will review your request and enable CAPI access for your account. This typically takes 1-2 business days.You’ll receive an email confirmation when enrolled.

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Step 2: Generate your CAPI Auth Token

Once enrolled in the pilot:
1

Sign in to Microsoft Advertising

Go to ads.microsoft.com and sign in to your account.
2

Navigate to UET Tags

In the top navigation, click Tools → UET Tags.
3

Select your UET Tag

Click on the UET Tag you want to use for server-side tracking.
4

Access CAPI settings

In the tag details, look for the Conversions API or Server-side tracking section.This section only appears if your account is enrolled in the CAPI pilot.
5

Generate auth token

Click Generate token or Create auth token.A Bearer token will be generated. Copy this token immediately — it may not be shown again.
6

Save the token securely

Store the auth token securely. You’ll need it when configuring the Microsoft Advertising destination in Upstack Data.

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Token management

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Token expiration

CAPI auth tokens may have an expiration date. Check your Microsoft Advertising account for token validity and regenerate if needed.

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Token rotation

If you need to rotate your token:
  1. Generate a new token in Microsoft Advertising
  2. Update the token in your Upstack destination settings
  3. The old token will continue working briefly to allow for transition

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Troubleshooting

Your account is not yet enrolled in the Conversions API pilot. Contact your Microsoft Advertising account manager to request enrollment.
Common causes:
  • Token was copied incorrectly (check for extra spaces or truncation)
  • Token has expired — generate a new one
  • Account CAPI access was revoked — contact Microsoft Advertising support

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Next steps

Once you have your CAPI Auth Token: