> For the complete documentation index, see [llms.txt](https://docs.chord.co/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://docs.chord.co/activate/event-streaming/destinations/advertising/microsoft.md). # Microsoft Microsoft Advertising, formerly Bing Ads, runs ads across Bing and Microsoft's partner network. Chord sends your events to Microsoft from the browser and from the server. Use both for the best coverage. ## What each version does * [**Microsoft UET tag**](/activate/event-streaming/destinations/advertising/microsoft/microsoft-uet-tag.md) runs in the shopper's browser. It catches on-page behavior such as page loads and purchases. * [**Microsoft Conversions API**](/activate/event-streaming/destinations/advertising/microsoft/microsoft-conversions-api.md) runs on Chord's servers. It still reports conversions when a shopper has an ad blocker or closes the tab early. ## Why use both The browser version sees what shoppers do on the page. The server version survives ad blockers and closed tabs. Together they give Microsoft more complete data for bidding and optimization. ## How they deduplicate Microsoft counts a browser event and a server event as one conversion when they carry the same event ID. Chord sets the event ID for purchases and leaves it to Microsoft for everything else. * For Order Completed and Order Placed, both versions send the order ID as the event ID. The browser version sends it as `event_id` and the server version as `eventId`. The browser and the server each see the same order, so they match. Make sure both sources send the same `order_id`. * For other events, the browser version sends no event ID, and the server version sends the Chord message ID with a suffix. These events are not matched across the two versions. A purchase with no order ID is sent without a shared event ID. The server version then falls back to the Chord message ID with a suffix, and the browser version sends the cart ID as `event_id` if the purchase has one, or no event ID if it has neither. The two don't match, so the purchase is not deduplicated. ## Set up * [Microsoft UET tag](/activate/event-streaming/destinations/advertising/microsoft/microsoft-uet-tag.md) * [Microsoft Conversions API](/activate/event-streaming/destinations/advertising/microsoft/microsoft-conversions-api.md) --- # Agent Instructions This documentation is published with GitBook. GitBook is the documentation platform designed so that both humans and AI agents can read, navigate, and reason over technical content effectively. Learn more at gitbook.com. ## Querying This Documentation If you need additional information that is not directly available in this page, you can query the documentation by asking a question. Perform an HTTP GET request on the following URL with the `ask` and `goal` query parameters: ``` GET https://docs.chord.co/activate/event-streaming/destinations/advertising/microsoft.md?ask=&goal= ``` `ask` is the immediate question: it should be specific, self-contained, and written in natural language. `goal` is what the user is ultimately trying to achieve, the reason they need the answer. Sharing it helps GitBook give you a better, more relevant answer. A goal is most helpful when it describes the outcome the user wants rather than restating the question. For example, with `ask=how do I create an API token`, a goal like `automate deployments from our CI pipeline` lets GitBook tailor the answer to that use case. The response will contain a direct answer to the question and relevant excerpts and sources from the documentation. Use this mechanism when the answer is not explicitly present in the current page, you need clarification or additional context, or you want to retrieve related documentation sections.