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Microsoft Advertising conversions from the server

Whence sends your purchases to Microsoft Advertising through the UET Conversions API, from the server, so the orders its ads bring are counted.

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What Whence sends

Each step leaves the server as it happens, under the name Microsoft expects. You choose the steps in Whence.

Events

  • Page view pageLoad Optional
  • Product view view_item Optional
  • Add to cart add_to_cart Optional
  • Checkout started begin_checkout Optional
  • Payment info add_payment_info Optional
  • Purchase purchase On by default

Customer details sent, only with marketing consent

Email (sent encrypted)Phone (sent encrypted)IP addressBrowserMicrosoft ad click (msclkid)Visitor ID

Counted once

When Whence runs the UET tag in the browser, both share the same event ID, so Microsoft counts each event once. A UET tag installed elsewhere does not share it: Whence tells you how to avoid counting twice.

Whence can also run the Microsoft pixel in your store’s browser, with the same event ID as the server event.

Match quality, in plain sight

For each Microsoft destination, Whence shows the share of events that carried each customer detail over the last seven days, so you can see what helps Microsoft recognize your buyers.

Set it up

Install Whence on your store

The Shopify app turns on in one click. Elsewhere, the WordPress plugin or one script.

Let Whence find your UET tag ID

Whence reads your store’s home page and fills in the ID of the Microsoft pixel already installed. Otherwise: The UET section of your Microsoft Advertising account: the ID of the UET tag installed on your store, a number (e.g. 123456789).

Paste your conversions API token

UET tag: select the pencil icon > Save and next > Set up tagging > Use Conversions API > Copy Token.

Send a test

Microsoft has no test mode: Whence checks your setup without sending a sale.

Good to know Microsoft may need to turn on the Conversions API for your account: if "Use Conversions API" is missing from your UET tag, ask your Microsoft Advertising account manager or support. Microsoft Advertising has no test mode: every sale sent is real. If your UET tag already reports purchases from the browser with the same event action, each sale may be counted twice (that tag does not share Whence's event ID): let Whence run the UET tag in the browser instead, use a separate conversion goal, or a different event action below.

Send your sales to Microsoft from the server

One month free, no card. Whence finds your pixel; you paste one key.

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