Microsoft CAPI

microsoft conversions api (bing capi) introduction the microsoft conversions api (capi) is a server side integration that sends event data directly from chord cdp to microsoft advertising's servers unlike the bing ads uet tag (which runs in the browser), the conversions api operates in cloud mode — events are sent server to server, making them immune to ad blockers and browser tracking restrictions microsoft recommends using the conversions api alongside the uet tag for maximum data coverage when both are configured, microsoft automatically deduplicates events using the eventid field use this destination if you run paid media through microsoft advertising you want improved signal reliability independent of browser limitations or ad blockers you want to support microsoft's automated bidding and optimization with high quality server side event data getting started this is a cloud mode destination you will need uet tag id — found in your microsoft ads dashboard under conversion tracking > uet tags we recommend creating a dedicated tag for the conversions api access token — select "use conversions api" on your uet tag in the microsoft ads dashboard to generate a token contact your microsoft account manager if this option is not available connecting to the microsoft conversions api cdp destination before connecting destinations in the chord cdp, please verify with all destination owners that all non chord cdp configured destinations are disabled running external destinations alongside configured chord cdp destinations can result in duplicate events downstream log into the chord data platform navigate to the cdp click the "add" button next to destinations select microsoft conversions api from the destination catalog enter the destination name, uet tag id , and access token click "create" to connect event architecture microsoft capi requires a pageload event to establish page context chord cdp handles this automatically page events send a single pageload event track events send a pageload + custom event pair, linked by a shared page load id this means microsoft receives the page context needed for accurate attribution without any additional configuration events event mapping page and track events are forwarded identify and screen events are ignored common event fields these fields are included on every event sent to microsoft user data pii fields are sha256 hashed using microsoft specific normalization rules before sending phone validation phone numbers are validated before hashing the following are silently rejected common junk values n/a , na , undefined , null , none , unknown , test numbers with fewer than 7 digits all repeated digit numbers (e g , 1111111 ) custom data (track events) the custom event in each pair includes conversion properties item attributes for single product events (product viewed, product added), item data is extracted from top level properties for multi product events (checkout started, order completed, order placed), items come from the properties products array required fields for purchase events (order completed / order placed) to be accepted by microsoft, the following fields must be present event name and event time (populated automatically by chord cdp) properties currency properties value , properties revenue , or properties total (at least one) properties order id or properties orderid at least one user identifier properties email , properties phone , or msclkid (from url parameter) testing and validation after connecting the destination use microsoft ads event diagnostics (in the uet tags section of your dashboard) to confirm events are being received verify match rates — higher match rates indicate user identifiers (email, phone, msclkid) are being sent correctly confirm revenue values and order counts align with your expectations if discrepancies appear confirm msclkid is being captured in your page urls (microsoft appends this to ad click through urls) ensure required fields listed above are populated in your events check that your access token has not expired — regenerate in the microsoft ads dashboard if needed property mappings use custom property mappings if the default field resolution does not match your data model