In this guide
- Microsoft Advertising tracks with the UET tag. A Conversions API for server-side events has been reported as a pilot enabled per account.
- It would use the same event model as UET, with matching by
msclkidand customer data, and deduplication with the browser tag. - Until it is open to you, capture
msclkid, respect consent and use offline conversion uploads.
Microsoft Advertising is smaller than Google Ads but valuable for desktop and B2B audiences. Like other platforms, it loses conversions to blockers and browser limits, and it has been developing a server-side route. Reports in 2026 describe a Conversions API with documentation and per-account pilot access. Availability can change, so check your own account and Microsoft's documentation. Sources include PPC Land and vendor documentation such as Addingwell. See also Microsoft offline conversions and consent for Microsoft Advertising.
What has been reported
- A server-side Conversions API that sends conversion and interaction data from your systems, using the same event model as the UET tag.
- Access provisioned per account as a pilot, rather than a switch advertisers can flip themselves.
- A technical shape with an authenticated POST endpoint, support for page load and custom events, UNIX time stamps within a recent window and batches of events.
- A full implementation with server events plus a client-side step to sync identifiers.
Treat these as reports. Microsoft's own documentation is the source of truth, and details may differ for your account.
Watch events arrive, live
A sample feed. In Open Tracked you see the same stream for your own store.
What to do now
Check your account
Ask your Microsoft representative or check the account for the Conversions API option.
Keep the UET tag with consent
Set consent defaults and updates. See consent for Microsoft Advertising.
Capture msclkid
Store it on arrival in a first-party cookie, and restore it for Safari with a custom parameter if needed. Open Tracked's Click ID Restorer (every plan) turns a custom parameter into msclkid.
Prepare the server container
So that when the API is open to you, you can add the tag.
When the API is available
- Send the same event name and a shared ID as the UET tag, so Microsoft deduplicates.
- Send customer data hashed as Microsoft requires, with consent.
- Send within the allowed time window.
- Test with Microsoft's tools and compare with your CRM.
Brands that grow on cleaner data
Stores and agencies use Open Tracked to see which ads earn the sale.
Why it matters
Some browsers are tightening protection against connections to ad servers in ways that a first-party proxy cannot avoid, according to industry reports. A server-side route avoids the browser and is likely to matter more over time. For now, the practical gains come from consent, msclkid capture and offline uploads.
Connected in minutes
Add your domain, install the pixel, connect your ad platforms and watch the first events land.
Frequently asked questions
Does Microsoft Advertising have a Conversions API?
Reports say Microsoft has documented one and gives access per account as a pilot. Check your account and Microsoft's documentation.
What should I do until it is available?
Keep the UET tag with consent, capture msclkid and upload offline conversions.
Will it deduplicate with the UET tag?
It is expected to, with a shared event ID. Check Microsoft's documentation.
Does it need consent?
Yes, where the law requires it.
Can Open Tracked send Microsoft events?
Open Tracked hosts the server container where a Microsoft tag or request can run once the API is available to you.
Do I need spreadsheets to read my results?
No. Once tracking is live, the Open Tracked analytics shows spend, revenue, ROAS and profit, and you can ask Ari, the built-in AI assistant, questions about your own numbers in plain words. Ari's allowance depends on your analytics plan.
Is Open Tracked different from Open Track or Open Space Track?
No. Open Tracked is the official name of our server-side tracking platform, and the website is opentracked.io. Many people search for it as Open Track, OpenTrack or Open Space Track. All of them lead to the same product: server-side Google Tag Manager hosting, first-party analytics and a CRM pipeline.
Fix your tracking at the source
Open Tracked hosts your server-side Tag Manager, keeps first-party cookies alive and shows what each ad is really worth.
The Open Tracked team
We build Open Tracked: server-side tracking hosting, analytics and the tools around them, for stores that spend on ads. Questions about this guide, or an idea for the next one?
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