Microsoft Ads Conversions API Is Live: Setup Checklist
In short: Microsoft Advertising announced general availability of its Conversions API on 28 October 2026. It lets you send conversion events from websites, apps, CRMs and point-of-sale systems server to server, as a complement to Universal Event Tracking (UET). It supports direct, Google Tag Manager and listed partner integrations. Before it influences bidding, validate event mapping, consent, duplicate counting and attribution.
- The Conversions API is generally available as of Microsoft's 28 October 2026 update.
- It sends events server to server and complements UET, it does not replace it.
- Best first events: qualified leads, offline sales and completed transactions.
- Validate deduplication, consent and attribution before changing bidding decisions.
What launched
In its October 2026 product update, published 28 October, Microsoft Advertising announced that its Conversions API is generally available. It allows server-to-server sharing of conversion events from websites, apps, CRMs and point-of-sale systems. It works alongside Universal Event Tracking (UET), Microsoft's tag, and supports direct integration, Google Tag Manager and listed partner integrations.
Why it matters
Browser tags miss conversions when cookies are blocked, pages are closed early or the real outcome happens later in a CRM. A server-side feed can report events your site tag never sees, such as a lead marked "qualified" a week after the form, or a sale closed offline. For Indian lead-generation businesses this is often the more valuable signal.
Which events to send first
- Qualified leads from your CRM, not every form fill.
- Offline sales or closed deals, with the date and value.
- Transactions from your store or point-of-sale system.
Setup checklist
- Keep UET running. The API complements it. Check your UET tag still fires on the key pages.
- Pick one clear conversion goal per event and name it consistently.
- Map fields correctly. Event name, time, value, currency and the click identifier must match what Microsoft expects. Test with a few real records.
- Prevent double counting. If the same conversion arrives from UET and the API, confirm how Microsoft deduplicates it and use a consistent event identifier.
- Respect consent. Send personal data only where you have permission, and follow your privacy policy.
- Check attribution. Compare Microsoft's reported conversions with your CRM for a week before relying on them.
- Change bidding last. Only move to bidding on the new events once the numbers are stable.
Who should care
If Microsoft (Bing) is a meaningful part of your search spend, especially for B2B or considered purchases, this is worth an afternoon. If you only run Google and Meta, the same principle applies there: send clean server-side events. See how we approach tracking in our Google Ads management, or ask for a free tracking review.
Sources
- Build, steer and measure your campaigns with AI: what's new in Microsoft Advertising this October · Microsoft Advertising
Facts in this article come from the sources above, checked on 29 October 2026. Platform features roll out in phases, so check your own account before acting. We update this page when official details change.