Send confirmed conversions from SourceTrack to Microsoft Advertising through Microsoft’s UET Conversions API, from SourceTrack’s servers rather than the visitor’s browser. You connect it with your UET tag ID and the Conversions API token from that tag.
Server-side sending to ad platforms is in beta. Every attempt, success, failure and skip is listed in SourceTrack so you can check what reached Microsoft. Microsoft decides what it accepts and how it matches it.
What SourceTrack records
- The Microsoft click ID:
msclkidfrom the landing page URL. The standard tracker keeps the latest click ID in the browser, so a conversion on a later page of the same site can still carry it. - A delivery log: each send appears under Delivery Health as sent, failed (with Microsoft’s error) or skipped (with the reason).
What SourceTrack sends to Microsoft Advertising
- A custom event whose event name is the SourceTrack conversion type, such as
purchaseorlead, with an event ID and the conversion time. - Match keys: the
msclkid, and a SHA-256 hash of the email when the conversion has one. A conversion with neither is not sent. - The value and currency together, only when both are known. A missing value is left out, never sent as zero.
- The order ID as the transaction ID, when there is one.
- An ad storage consent flag, only when the visitor explicitly granted consent.
What SourceTrack does not do
- It does not use Microsoft’s offline conversion import. It sends to the UET Conversions API.
- It does not send conversions older than 7 days, which Microsoft does not accept.
- It does not send a conversion that has no order or event ID, because Microsoft needs one to avoid counting it twice.
- It does not send page views to Microsoft.
- It does not send a conversion the visitor declined consent for, or one from a browser that sent Global Privacy Control or Do Not Track.
- It does not send test conversions, or browser conversions that were never confirmed (see below).
Step-by-step setup
Server-side sending is not part of the free plan.
Step 1: Get your UET tag ID and token
In Microsoft Advertising, open your UET tag, choose Use Conversions API and copy the token. The UET tag ID is shown with the tag.
Step 2: Add them in SourceTrack
Open Integrations → Advanced Tracking → Server-side Conversions (CAPI). On the Microsoft Ads card, enter the UET Tag ID and the Conversions API token.
Step 3: Match your conversion goals
Microsoft matches a custom event to a conversion goal by its event name. Set up each goal to use the same event name as the conversion type SourceTrack sends, such as purchase or lead.
How it works under the hood
A conversion is sent only after something SourceTrack trusts has confirmed it: a Stripe or Shopify payment webhook, your inbound webhook signed with your secret API key, or a CSV import by a site owner or admin who ticks the box confirming the sales are real. A conversion reported by the browser alone is held for up to 72 hours and released only when a payment webhook confirms the same order.
SourceTrack posts one event per conversion to Microsoft’s UET Conversions API for your tag, with SourceTrack named as the data provider. A success is recorded when Microsoft answers with HTTP 200, and any other answer is recorded as failed with Microsoft’s error text.
Common problems and fixes
- “No Microsoft click ID and no usable email”. There was nothing for Microsoft to match. Check that auto-tagging is on in Microsoft Advertising so ad clicks land with
msclkid, or send the email with the conversion. - “Microsoft only accepts conversions from the last 7 days”. The conversion was older than that. It still counts in SourceTrack.
- Conversions arrive but no goal records them. The goal’s event name does not match the conversion type SourceTrack sends.
- A conversion is counted twice. If the UET tag also records it, give the tag event the same event ID and event name as the SourceTrack conversion.
Related guides
- Click IDs explained: gclid, fbclid, msclkid
- Server-side tracking explained
- Troubleshooting tracking problems
- All integrations
Frequently Asked Questions
What if a lead becomes a sale weeks after the ad click?
Microsoft’s 7-day limit is counted from the time of the conversion, not the click. The sale is matched on the click only if the conversion carries the msclkid, for example a purchase made in the same browser that clicked the ad. Whether Microsoft credits that click is decided by Microsoft.
Do I need to sign in with my Microsoft account?
No. SourceTrack uses the UET tag ID and the Conversions API token you paste.
Does this import my Microsoft Advertising spend?
No. Microsoft Advertising spend can be added to SourceTrack by CSV import.
