Microsoft Advertising (Bing) CAPI Integration

This integration sends your conversions straight from Everflow to Microsoft Advertising, server to server, using the Microsoft Conversions API. Nothing runs in the visitor’s browser, so ad blockers and browser cookie limits do not get in the way and your attribution stays more accurate.

Before You Begin

A Microsoft Advertising account with a UET tag already created

Your UET Tag ID

A Conversions API token, which you generate inside that UET tag’s settings in Microsoft Advertising

A Partner in Everflow to hold the integration, the same way the other media buying integrations work

No sign-in redirect

Some Microsoft integrations make you sign in and approve access. This one does not. You paste your tag ID and token, and that is the whole connection.

Connecting Microsoft Advertising

There are two places to do this, depending on who you are.

As a Partner

Go to

Company Settings → Integrations

Find

Microsoft Advertising

and open it

Give the configuration a name you will recognise later. You can have more than one

Enter your UET Tag ID

Enter your Conversions API Token. It is masked, like a password

Save

Once you have one saved, opening the tile shows your list of configurations. You can edit, delete, or add another from there.

As a Network

Go to

Integrations → Media Buying

Open

Microsoft Advertising

and click

View

You see every partner configuration: the partner name, the tag name and the UET tag ID

Use the three-dot menu to remove one

The API token is never shown back to you, including to the Network. If you lose it, generate a new one in Microsoft Advertising and paste it in again.

Setting Up The Postback

The connection above only stores your credentials. The postback is what actually sends a conversion.

Go to

Partners → Postbacks

and add a postback, or open an existing one

Choose the Microsoft Advertising delivery method

Pick the partner, then pick the tag by name. That is how Everflow knows which credentials to use

Fill in the fields below

Required Fields

Field

Sends as

What it is

Event Type

eventType

Either pageLoad or custom. Page load events suit destination goals and remarketing. Custom events are for a specific action, like a purchase.

Event ID

eventId

Free text, and macros work.

Event Source URL

eventSourceUrl

The page the event happened on. Free text, and macros work. Only required when Event Type is pageLoad, and the field asks for it only then.

Optional: Consent And Timing

Field

Sends as

What it is

Ad Storage Consent

adStorageConsent

Whether the visitor agreed to their data being used for advertising. See the section below, this one matters.

Event Time

eventTime

When the event happened.

Optional: Who The Person Is

These help Microsoft match a conversion to a real person. Fill in what you have, leave the rest blank.

Field

Sends as

What it is

Anonymous ID

anonymousId

Your own anonymous identifier.

External ID

externalId

A first-party ID of your own, like a customer ID.

Email

Everflow hashes this before sending. Microsoft never receives the plain address.

Phone

Everflow hashes this before sending too.

Last Click ID

msclkid

Microsoft’s own click ID.

Client User Agent

clientUserAgent

The visitor’s browser user agent.

IP Address

clientIpAddress

IPv4 or IPv6.

iOS Advertising Identifier

idfa

Apple’s advertising ID.

Android Google Advertising ID

gaid

Google’s advertising ID on Android.

Optional: What Happened

Field

Sends as

What it is

Event Category

eventCategory

Category for a custom goal.

Event Label

eventLabel

Label for a custom goal.

Search Term

searchTerm

The search the visitor ran, if there was one.

Transaction ID

transactionId

A unique ID for a one-off event, such as a purchase.

Event Value

eventValue

A number. The value of a custom goal.

Value

value

A number. The revenue on the conversion.

Currency

currency

A three letter code, such as USD or EUR.

Every field above takes a macro, so you can map values straight off the conversion instead of typing them. See Your Guide To Parameters & Macros.

If You Have European Traffic, Fill In Consent

Ad Storage Consent is not optional in practice

If a visitor declines on your cookie banner and you send their conversion to Microsoft anyway with no consent value, you are sharing their data for ad targeting when they said no. Under GDPR and the Digital Markets Act that is a real problem, not a technical detail. If any of your traffic comes from Europe, map Ad Storage Consent so the visitor’s answer travels with the conversion. If your traffic is all outside Europe, leaving it blank generally will not break anything today.

What This Version Does Not Send

The payload is kept deliberately lean, the same way the Meta integration is. Everflow does not send line items, item IDs, or hotel data. If you need those, this integration is not the way to get them across.

This integration covers the Conversions API only. Microsoft’s other tools, like Ad Insight and Campaign Management, are not part of it.

Explore Related Content

Other server-to-server media buying integrations:

→ Meta (Facebook & Instagram) Integration, the closest equivalent and the model this one follows.

→ TikTok Integration For Core Platform.

→ Snapchat Integration.

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Overview: What This Integration Does

Before You Begin

Connecting Microsoft Advertising

As a Partner

As a Network

Setting Up The Postback

Required Fields

Optional: Consent And Timing

Optional: Who The Person Is

Optional: What Happened

If You Have European Traffic, Fill In Consent

What This Version Does Not Send

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