Ad spend sync from Microsoft Advertising is live; offline conversion forwarding is coming soon. Here is the setup that applies.

Partly live. Connecting Microsoft Advertising today gives you ad spend sync, so Microsoft Ads cost appears in your blended ROAS and CPA. Conversion forwarding through the Offline Conversions API is coming soon; the mapping and forwarding steps below describe the setup that will apply when it launches. Convultra already captures msclkid click IDs and attributes Microsoft-referred conversions in the dashboard.

Why connect Microsoft Ads

Spend in one place. Convultra imports your Microsoft Ads cost so the dashboard can show spend, blended ROAS and CPA next to the conversions it tracked. Live now.
Recover missed conversions. UET tags are blocked by many ad blockers. Server-side upload gets round that. Coming soon.
Better automated bidding. More conversion data improves Microsoft’s bidding strategies. Coming soon.

Requirements

Requirement	Details
Microsoft Advertising account	Admin or standard access to the account. Read-only access cannot upload conversions.
Conversion goals	At least one conversion goal in Microsoft Ads before mapping (for forwarding).
Tracking installed	The Convultra script or plugin is recording events.
UET tag (recommended)	Lets Microsoft correlate offline conversions with on-site sessions.

You do not need to configure API credentials. Convultra handles authentication through OAuth and refreshes tokens automatically.

Setup

1. Go to Integrations

Open Integrations, find the Microsoft Ads card and click Connect.

A Microsoft sign-in window opens. Sign in with the account that has access to your Microsoft Advertising account. Tokens are stored encrypted and refresh in the background.

3. Select your account

Convultra lists the Microsoft Advertising accounts your login can reach. Select the one to connect. You can connect several; each has its own mapping, UET configuration and settings.

Once the account is selected, spend sync starts. Cost data syncs nightly.

4. Enter your UET tag ID (recommended)

If you run a UET tag, enter its ID so Microsoft can link server-side conversions to on-site sessions. Find it in Microsoft Advertising under Tools → UET tag.

UET Tag ID: 12345678

Without it, Microsoft can still accept conversions using msclkid alone, but attribution is less precise.

5. Map conversion goals (coming soon)

Map each Convultra event to a Microsoft Ads conversion goal:

Convultra event	Example Microsoft Ads goal
`purchase`	Purchase
`lead`	Lead Form Submit
`signup`	Account Registration
`subscription`	Subscription

Unmapped events will not be forwarded, and only the seven conversion types can be mapped. Mappings can be changed at any time.

6. Enable enhanced conversions (optional, coming soon)

Toggle Enhanced Conversions on to send SHA-256 hashed customer data with each conversion. See Enhanced conversions.

7. Send a test conversion (coming soon)

Click Send a test conversion on the card to open the Conversion Test Center. On failure, the common causes are no goal mapped, insufficient permissions, an expired token, or an invalid UET tag ID.

Click ID

Convultra captures Microsoft’s click identifier from landing page URLs today:

Click ID	Parameter	Description
msclkid	`?msclkid=...`	Appended when someone clicks a Microsoft Ads placement on Bing, Edge, Outlook and partner sites

What will be uploaded

When forwarding launches, a mapped event will be sent to the Offline Conversions API shaped like this:

{
  "conversionName": "Purchase",
  "conversionTime": "2025-01-15T14:30:00-06:00",
  "conversionValue": 79.99,
  "conversionCurrency": "USD",
  "microsoftClickId": "abc123def456...",
  "externalAttributionModel": "LastTouch",
  "hashedEmailAddress": "a1b2c3d4e5f6...",
  "hashedPhoneNumber": "7a8b9c0d1e2f..."
}

Failed uploads will be retried automatically, up to 3 attempts, and conversions deduplicated by transaction ID. Microsoft Ads accepts a conversion up to 90 days after the click.

Conversion delivery

The Conversion delivery page will show every conversion sent, with timestamp, goal name, event data, the msclkid used, delivery status (pending, retrying, success or failed) and any error details.

Troubleshooting

Problem	What to do
Spend is not appearing	Confirm an ad account was selected on the connected integration. Cost syncs nightly, so allow a day.
No conversion goals in the dropdown	Create one in Microsoft Advertising first (Tools → Conversion goals).
Permission denied	Confirm the connected account has admin or standard access.
Conversions not in Microsoft Ads	Microsoft can take 24 to 48 hours to process offline uploads. Check the Conversion delivery page.
OAuth token errors	Disconnect and reconnect from Integrations.
Invalid UET tag	Check the ID under Tools → UET tag.

Connecting Microsoft Ads