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Microsoft Ads

Connect Microsoft Ads (formerly Bing Ads) to AnyTrack with one sign-in on the Starter plan or higher. Send conversions through the Conversion API, create conversion goals automatically, and import your campaign spend into the Campaign Report.

This guide covers the Microsoft Ads integration in AnyTrack. On the Starter plan or higher, connect your Microsoft Ads account (formerly Bing Ads) with one sign-in. AnyTrack then loads your UET Tag, creates your conversion goals, sends your conversions through the Conversion API, and imports your campaign spend into the Campaign Report.

Watch the complete setup. The video shows how to connect your Microsoft Ads account, select a UET Tag, create your conversion goals, turn on the Conversion API, add the UTM tracking template, and read your Microsoft Ads results in the Campaign Report.

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Key Features and Benefits

Section titled “Key Features and Benefits”

The Microsoft Ads connection needs the Starter plan or higher. It includes these features:

  • One sign-in connection. Authorize AnyTrack in Microsoft Advertising. AnyTrack finds your ad accounts and your UET Tags for you. You do not copy a Tag ID.
  • Conversion API delivery. AnyTrack sends each conversion to Microsoft server-side. Conversion-optimized campaigns learn from real sales, not from browser events alone.
  • Tag management. The AnyTrack Tracking Tag loads and initializes the UET Tag for you. You do not install the Microsoft snippet on your pages.
  • Automatic conversion goals. AnyTrack creates the conversion goals in your Microsoft Ads account and maps your AnyTrack standard events to them.
  • Campaign metrics. AnyTrack imports your campaign structure with spend, impressions, and clicks. The Campaign Report shows cost, conversions, revenue, and ROAS per campaign, ad group, and ad.
  • UTM tracking template. One template attributes every Microsoft Ads click to the campaign, ad group, keyword, and ad that served it.

How the Integration Works

Section titled “How the Integration Works”

How a Microsoft Ads conversion flows through AnyTrack

From the ad click to Conversion API delivery and campaign metrics

1
visitor

A person clicks your Microsoft Ad

Microsoft adds the msclkid click ID to your landing page URL. The UTM tracking template adds the campaign, ad group, and keyword values.

msclkid
2
collect

The Tracking Tag collects the click

The AnyTrack Tracking Tag collects the UTM parameters and the msclkid value, and loads the UET Tag. AnyTrack stores the click ID with the visitor journey.

utm_campaign / msclkid
3
anytrack

AnyTrack records the conversion

The visitor converts on your website or in a connected conversion source. AnyTrack records the conversion and attributes it to the Microsoft Ads click.

4
conversion-api

AnyTrack sends the conversion to Microsoft

The conversion carries the Event Action that triggers your conversion goal.

Conversion API
5
result

The Campaign Report shows cost and results

AnyTrack imports spend, impressions, and clicks from Microsoft Ads and merges them with your conversions.

Microsoft Ads Server-Side Tracking

Section titled “Microsoft Ads Server-Side Tracking”

AnyTrack sends every Microsoft Ads conversion through the Conversion API. AnyTrack matches the conversion to the tracked session that produced it, so Microsoft attributes the conversion to the original ad click.

This path bypasses ad blockers, ITP cookie expiry, and abandoned page-loads that break browser-only tracking. It also carries conversions that happen long after the visit, and conversions that never happen in a browser at all: CRM stage changes, affiliate network postbacks, subscription renewals, and offline sales such as phone orders. For the full server-side architecture across all ad platforms, see Conversion API.

How to Set Up Microsoft Ads in AnyTrack

Section titled “How to Set Up Microsoft Ads in AnyTrack”

Complete the setup in three steps. You do not need code.

1. Connect Your Microsoft Ads Account

Section titled “1. Connect Your Microsoft Ads Account”

AnyTrack connects to Microsoft Advertising with one sign-in.

  1. In AnyTrack, open Tracking Pixels.
  2. Select Microsoft Advertising.
  3. Click Connect Microsoft Advertising. The Microsoft sign-in window opens.
  4. Sign in with the Microsoft account that owns your ad account.
  5. Review the permissions, then click Accept.

2. Select a UET Tag and Create Your Conversion Goals

Section titled “2. Select a UET Tag and Create Your Conversion Goals”

AnyTrack reads the conversion goals that already exist in your Microsoft Ads account. AnyTrack then maps each standard event to its matching conversion goal and counts the missing goals.

  1. Select your UET Tag. To use a new tag, select Create a Microsoft UET tag.
  2. Review the mapping. To change a mapping, select a different conversion goal. The default goal for each event is in Standard Event Mapping for Microsoft Ads.
  3. Click Create goals and connect. AnyTrack creates the missing goals in your Microsoft Ads account.

Turn On the Conversion API

Section titled “Turn On the Conversion API”
  1. Open the settings of your Microsoft Advertising pixel.
  2. Verify that Enable server-to-server tracking is on. AnyTrack now sends your conversions through the Conversion API.
  3. In Microsoft Advertising, open Conversion goals. Verify that your AnyTrack goals are in the list.

After the connection, create each new conversion goal from AnyTrack, not in Microsoft Advertising. AnyTrack creates the goal in your Microsoft Ads account. See Add a Conversion Goal for Another Event.

3. Install the Microsoft Ads Tracking Template

Section titled “3. Install the Microsoft Ads Tracking Template”

The UTM tracking template tells AnyTrack which campaign, ad group, and ad served each click. Without the template, the Campaign Report still identifies the traffic as Microsoft Ads, because the msclkid click ID passes with each click. The traffic and conversions do not align with your campaigns, ad groups, and ads, and those fields show (not set).

  1. In AnyTrack, open your Microsoft Advertising pixel and click Manage connection. The page shows your connected ad account and your tracking template.
  2. Click the tracking template to copy it.
  3. In Microsoft Advertising, open Settings, then Account level options.
  4. Paste the template in the Tracking template field.
  5. Verify that the Auto-tagging of Click ID checkbox is selected. This adds msclkid to every click.
  6. Click Save.

The setup is complete. Next, verify that your conversions reach Microsoft Ads.

Validate Microsoft Ads Setup

Section titled “Validate Microsoft Ads Setup”

Verify the integration in AnyTrack first, then in Microsoft Advertising.

1. Use the UET Tag Helper

Section titled “1. Use the UET Tag Helper”

Use the UET Tag Helper Extension to verify that the AnyTrack Tag loads the UET Tag on your website. Also verify that no plugin or direct installation adds a second UET Tag.

Remove tags and event codes installed directly or through plugins to prevent duplicates.
Remove tags and event codes installed directly or through plugins to prevent duplicates.

2. Find the Events Sent From AnyTrack to Microsoft Ads

Section titled “2. Find the Events Sent From AnyTrack to Microsoft Ads”

Use these steps to see the conversion events that AnyTrack sent to Microsoft Advertising.

  1. In Microsoft Advertising, open Conversions, then UET tag.
  2. Select the UET Tag that you connected in AnyTrack.
  3. Set the date range of your test.

Compare the event counts with the Campaign Report in AnyTrack for the same period. Recent conversions take time to appear in Microsoft Advertising.

Ensure that the UET Tag is receiving the events from AnyTrack.
Verify that the UET Tag is receiving the events from AnyTrack.

3. Read Your Microsoft Ads Results in the Campaign Report

Section titled “3. Read Your Microsoft Ads Results in the Campaign Report”

Open the Campaign Report and select your Microsoft Ads campaigns. AnyTrack imports the campaign, ad group, and ad structure with Amount Spent, Impressions, and Clicks, and merges them with the conversions it tracked. Each row shows the actual campaign, ad group, and ad name, with cost, conversions, revenue, and ROAS.

Campaign metrics import on a schedule rather than in real time. See Attribution Delays.

Delayed and Offline Conversions

Section titled “Delayed and Offline Conversions”

Microsoft Ads campaigns often convert long after the click, and sometimes away from the website: a form lead becomes a qualified opportunity days later, an affiliate offer converts hours later, or a customer calls instead of buying online.

AnyTrack tracks these conversions through your connected conversion sources and sends them to Microsoft Ads through the Conversion API, matched to the session that produced the original ad click.

Common use cases:

  • Lead-gen funnels — A form lead becomes a qualified opportunity in your CRM. AnyTrack sends the qualified-lead event to Microsoft Ads against the original session.
  • Affiliate networks — A Microsoft Ads click drives traffic to an affiliate offer that converts later. AnyTrack receives the network postback and sends the conversion to Microsoft Ads.
  • Phone orders — Post the sale to AnyTrack server-side when the call closes. AnyTrack sends it to Microsoft Ads. This uses a custom integration, on the Personal plan or higher. See Server-Side Client ID.

Performance Max Campaigns

Section titled “Performance Max Campaigns”

Performance Max is a Microsoft Advertising campaign type. One Performance Max campaign serves ads across Microsoft Advertising inventory, including search, native, display, audience, and shopping placements. See Performance Max on the Microsoft Advertising website.

Performance Max campaigns need no separate tracking setup in AnyTrack. The setup on this page covers Performance Max:

  • Conversion signals — Microsoft Advertising optimizes Performance Max campaigns with the conversion signals that reach your UET Tag. AnyTrack sends your conversions through the Conversion API after you complete the setup above.
  • Campaign metrics — AnyTrack imports Amount Spent, Impressions, and Clicks for Performance Max campaigns in the same way as for every other Microsoft Ads campaign type.

Performance Max reports one campaign across every placement. To break results down by placement, use the Microsoft Advertising Website URL report, which shows conversions, clicks, and spend for each website where your Performance Max ads appear.

Create Custom Audiences

Section titled “Create Custom Audiences”

In Microsoft Ads: Create Your Custom Audiences

Section titled “In Microsoft Ads: Create Your Custom Audiences”
  1. In Microsoft Advertising, open Shared Library, then Audiences.
  2. Click Create audience, then select Remarketing list.
  3. Name your remarketing list.
  4. Select Custom events as the audience source.
  5. In Event Action, enter the Event Action from your AnyTrack event mapping. See Standard Event Mapping for Microsoft Ads.
  6. Select the UET Tag that you connected in AnyTrack, then save the list.

Microsoft Ads and AnyTrack FAQs

FAQ was last reviewed on 2026-10-24

Do I still need to enter my UET Tag ID?
No. AnyTrack connects to Microsoft Advertising with one sign-in and finds your ad accounts and your UET Tags for you. Open Tracking Pixels, select Microsoft Advertising, and click Connect Microsoft Advertising. Sign in, accept the permissions, then select your UET Tag or select Create a Microsoft UET tag.
Why do I see 'Need admin approval' when I connect Microsoft Advertising?
Your organization controls app consent in Microsoft Entra ID, not in Microsoft Advertising. Admin rights in Microsoft Advertising are separate from Microsoft Entra ID rights. If your organization blocks user consent to third-party apps, a Microsoft Entra user must grant tenant-wide admin consent to the AnyTrack app. These Microsoft Entra roles can grant it: Privileged Role Administrator; Cloud Application Administrator, AI Administrator, or Application Administrator; or a custom role with the permission to grant permissions to applications. For the steps, see Grant tenant-wide admin consent to an application on Microsoft Learn. After the admin grants consent, open Tracking Pixels in AnyTrack. Select Microsoft Advertising, then click Connect Microsoft Advertising again. Sign in with an account in the Microsoft Entra tenant that owns your ad account.
Does AnyTrack create the conversion goals in Microsoft Ads?
Yes. AnyTrack creates a conversion goal in your Microsoft Ads account for each standard event it maps, and it sets the Event Action that triggers the goal. When you click Create goals and connect, AnyTrack creates the missing goals. After the connection, create each new goal from AnyTrack: enter its Event Action in the settings of your Microsoft Advertising pixel, select the matching AnyTrack event, and click Save.
Does the Campaign Report show my Microsoft Ads spend?
Yes, on the Starter plan or higher. AnyTrack imports your Microsoft Ads campaign, ad group, and ad structure with Amount Spent, Impressions, and Clicks. It merges them with the conversions it tracked, so each row shows cost, conversions, revenue, and ROAS. AnyTrack also fetches Attributed Results and Attributed Revenue. These are the figures that Microsoft Ads credits with its own attribution model. Compare them with First Ad Click and Last Ad Click attribution in the same report.
Which plan do I need for Microsoft Ads?
The Starter plan or higher. The Microsoft Ads connection includes Conversion API delivery, so it starts on Starter. On those plans, AnyTrack sends your conversions to Microsoft Ads and imports your campaign metrics into the Campaign Report. The Free plan cannot connect Microsoft Ads. On Free, AnyTrack still tracks Microsoft Ads traffic and shows the conversions in your reports, so keep any existing UET Tag in place. See the plan comparison.
Does AnyTrack upload offline conversions to Microsoft Ads?
Yes, through the Conversion API, on the Starter plan or higher. AnyTrack tracks conversions that happen away from the website, such as CRM stage changes, affiliate network postbacks, subscription renewals, and offline sales such as phone orders. Offline sales that you post through a custom integration need the Personal plan or higher. AnyTrack sends these conversions to Microsoft Ads matched to the session that produced the ad click. AnyTrack does not use the separate Microsoft offline conversion import, which uploads against a stored msclkid with no session. A conversion without a tracked session cannot reach Microsoft Ads.
Do events send to Microsoft Ads in real time?
Yes. On the Starter plan or higher, AnyTrack sends events through the Conversion API as soon as they arrive from your connected conversion sources. Microsoft Advertising then processes them. Clicks take up to 2 hours and conversions up to 3 hours to appear in reports. Campaign metrics import into the Campaign Report on a schedule, not in real time.
Do Performance Max campaigns need a different setup in AnyTrack?
No. Performance Max campaigns use the same UET Tag, conversion goals, and tracking template as every other Microsoft Ads campaign type. Complete the setup on this page, and Microsoft Advertising receives the conversion signals that Performance Max campaigns use for optimization. AnyTrack imports Amount Spent, Impressions, and Clicks for Performance Max campaigns as well. To break results down by placement, use the Website URL report in Microsoft Advertising.
Does AnyTrack send conversions from affiliate networks to Microsoft Ads?
Yes, on the Starter plan or higher. AnyTrack receives the conversion from your affiliate network integration and sends it to Microsoft Ads through the Conversion API, matched to the original ad click. A custom affiliate network that you connect with a Postback URL needs the Personal plan or higher, because it is a custom integration. See the plan comparison.
Why does my Microsoft Ads conversion goal have no Event Action field?
That goal uses the Destination URL type. Microsoft Ads offers more than one conversion goal type, and only the Event type contains the Event Action field that AnyTrack triggers. Goals that AnyTrack creates always use the Event type. If you created a goal by hand, replace it with a goal that you create from AnyTrack: open the settings of your Microsoft Advertising pixel, enter the Event Action, select the matching AnyTrack event, and click Save. See Add a Conversion Goal for Another Event.
Why does my conversion goal not trigger when I test with the UET Tag Helper?
The UET Tag Helper and other browser debug tools show the UET Tag and the PageView event that the browser-loaded tag sends. They never show your conversions. AnyTrack sends conversions to Microsoft Ads through the Conversion API, server to server, so the conversions do not pass through the browser and no browser tool can display them. The tag and PageView with no conversion is the expected result of this test, not a fault. To verify your conversions, open Conversions > UET tag in Microsoft Advertising and set the date range. Allow up to 3 hours for processing, and up to 24 hours for a new UET Tag to activate.
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