“Why do people still have to track Microsoft Ads with just a UET tag?”
Because there was no other option until August of this year.
Microsoft never offered a Conversions API before, so UET tags were the only path anyone had. Which sadly, relying on browser-based UET tags has left Microsoft Ads tracking vulnerable to ad blockers and cookie restrictions for years.
Meta and Google get constant scrutiny and press when they change but since Microsoft doesn't get much attention, I bet most advertisers simply haven't heard it yet.
What's new
Microsoft is rolling out a Conversions API (CAPI), the same concept Meta and Google Ads already have. Instead of relying only on a browser-side tag, you can now send conversion events directly from your server to Microsoft Advertising.
How to connect Microsoft’s CAPI to Aimerce
To connect Aimerce to Microsoft Advertising's Conversions API you'll need two values from your Microsoft Advertising account:
Your UET Tag ID
Conversions API token.
Both UET Tag ID and Conversions API token live under Tools > Conversion tracking > UET tags.
Once you have it, paste the UET Tag ID and Conversions API Token to Microsoft Setup in your Aimerce Dashboard, then click Submit
Then, Aimerce sends your conversions server-side to Microsoft Advertising. This setup does not only covers Bing but also covers Copilot ad tracking too.
What Events Aimerce sends once connected
Aimerce event | Event sent to Microsoft |
|---|---|
Purchase |
|
Begin checkout |
|
Add payment info |
|
Add to cart |
|
Product view |
|
Search |
|
Sign up |
|
Email captured |
|
For most stores, a single purchase goal (with revenue and currency, both sent automatically) is the right place to start.
Note: Conversions API is still rolling out on Microsoft's side. If you don't see the option yet in your account, ask your Microsoft Advertising rep to enable it.
✌️ Here to help you win,
Yiqi
