> ## 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.

# How to Enable the Microsoft Advertising Conversions API

> Enroll in the Microsoft Advertising Conversions API pilot program and generate your CAPI Auth Token for server-side event delivery.

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.

<Warning>
  **Pilot Program:** The Conversions API is currently in pilot. You must be enrolled in the pilot program before you can generate an auth token.
</Warning>

## Step 1: Enroll in the CAPI pilot

<Steps>
  <Step title="Contact Microsoft Advertising">
    Reach out to your Microsoft Advertising account manager or contact [Microsoft Advertising support](https://about.ads.microsoft.com/en-us/resources/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)
  </Step>

  <Step title="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.
  </Step>
</Steps>

## Step 2: Generate your CAPI Auth Token

Once enrolled in the pilot:

<Steps>
  <Step title="Sign in to Microsoft Advertising">
    Go to [ads.microsoft.com](https://ads.microsoft.com) and sign in to your account.
  </Step>

  <Step title="Navigate to UET Tags">
    In the top navigation, click **Tools** → **UET Tags**.
  </Step>

  <Step title="Select your UET Tag">
    Click on the UET Tag you want to use for server-side tracking.
  </Step>

  <Step title="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.
  </Step>

  <Step title="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.
  </Step>

  <Step title="Save the token securely">
    Store the auth token securely. You'll need it when configuring the Microsoft Advertising destination in Upstack Data.
  </Step>
</Steps>

## Token management

### Token expiration

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

### 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

## Troubleshooting

<AccordionGroup>
  <Accordion title="I don't see the CAPI option in UET Tag settings">
    Your account is not yet enrolled in the Conversions API pilot. Contact your Microsoft Advertising account manager to request enrollment.
  </Accordion>

  <Accordion title="My token isn't working">
    **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
  </Accordion>
</AccordionGroup>

## Next steps

Once you have your CAPI Auth Token:

* [Configure the destination in Upstack Data →](/guides/microsoft-ads/how-to-configure-microsoft-ads-destination)
* [Create Event Goals →](/guides/microsoft-ads/how-to-create-event-goals)