# Microsoft Ads
> Set up server-side conversion tracking for Microsoft Ads (formerly Bing Ads) with AnyTrack. Send conversions through the UET Tag, attribute clicks with msclkid, and upload offline conversions without writing code.
This guide covers integrating AnyTrack with Microsoft Ads (formerly Bing Ads). Connect your Microsoft Ads account to send server-side conversions through the UET Tag, attribute clicks with `msclkid`, upload offline conversions, and build custom audiences for ROAS optimization.
### Key Features and Benefits
- **Granular Tracking** — Track Microsoft Ads performance within AnyTrack, including campaigns, ad groups, ads, and keywords
- **Server-Side Conversions** . Send conversion data to Microsoft Ads `UET Tag` via reliable server-side integration
- **ROAS/ROI Optimization** . Use Microsoft Ads' optimization tools, powered by accurate conversion tracking, to maximize ROAS/ROI
- **Custom Audience Building** . Create precise custom audiences in Microsoft Ads using detailed conversion data from AnyTrack
## Overview
1. When someone clicks on your Microsoft Ad, `UTM` parameters are appended to your landing page `URL`, as defined by the tracking template
2. When the visitor arrives, the AnyTrack Tag installed on your website captures the `UTM` parameters. This tracks the customer's journey and analyzes ad effectiveness
3. If the visitor generates conversion events, AnyTrack records them through your connected conversion sources and sends the conversion information through the Conversion API to Microsoft Ads
4. Microsoft Ads uses this conversion tracking data to optimize your campaigns for ROAS/ROI and create custom audiences
## Microsoft Ads (Bing Ads) Server-Side Tracking
Microsoft Ads supports server-side conversion tracking through two complementary mechanisms:
- **UET Tag Conversions API** — AnyTrack sends conversions directly to Microsoft servers when an event fires. The browser does not need to be on your thank-you page for the conversion to count.
- **Offline conversions** — AnyTrack uploads CRM, phone-call, and in-store conversions referenced by `msclkid` (the Microsoft Click ID) so Microsoft attributes them to the original ad click.
Both methods bypass ad blockers, ITP cookie expiry, and abandoned page-loads that break browser-only tracking. AnyTrack runs them automatically once you connect Microsoft Ads in the [Integration Catalog](/docs/integration-catalog). For the full server-side architecture and how it applies across all ad platforms, see [Server-Side Tracking](/docs/server-side-tracking).
## How to Set Up Microsoft Ads in AnyTrack
Integrate Microsoft Ads with AnyTrack in three steps to start benefiting from advanced attribution marketing.no coding required. Complete the setup in less than an hour.
## 1. Connect Your UET Tag and Map Events
Connect your `UET Tag` to send conversions through the Conversion API. No coding required.
1. In AnyTrack, navigate to **Tracking Tags** and click **Connect Pixel (Bing)**
2. Enter your `UET Tag ID` and click **Next** (Learn [how to find your UET Tag ID](/docs/advanced-options-ms-ads#finding-the-uet-tag-id))
3. Enable server-to-server tracking
4. Select the Consent Mode Default settings (learn more about Microsoft Ads Consent Mode)
- **Default** . the `UET Tag` behaves as set by Microsoft according to visitor location. Defaults to opt-out for EU, UK, and Switzerland
- **Opt-in** . user consents by default
- **Opt-out** . you use a CMP platform like CookieBot which updates the `UET Tag` according to user consent choice
5. Select the events you want to send and map them to the Event Actions that trigger their corresponding conversion goals in Microsoft Ads. If unsure about this step, skip it.Event Actions are clarified in the next step. See [recommended mapping](/docs/advanced-options-ms-ads#recommended-event-mapping-for-microsoft-ads)
6. Save your changes
## 2. Install the Microsoft Ads (Bing) Tracking Template
Install the Microsoft Ads tracking template (also called Bing tracking parameters) to allow AnyTrack to attribute conversions to the correct ad by identifying the `UTM` parameters in the ad click.
1. Select the Tracking Tag in the **Tracking Tags** section, click the **Ads Integration** tab, and copy the `UTM` Tracking Template
2. In Microsoft Ads, navigate to **Campaigns > Settings**
3. Click **Account level options**
4. Paste the tracking template in the **Tracking template** field
5. Ensure the **Auto-tagging of Click ID** checkbox is selected
6. Save your changes
## 3. Create Conversion Goals and Event Actions
Microsoft Ads requires conversion goals to optimize your campaigns using events sent from AnyTrack. Event Actions serve as triggers for these conversion goals. Create conversion goals and their corresponding Event Actions in your Microsoft Ads account.
📘 **Note**
You are now sending conversions to Microsoft Ads with AnyTrack using the Conversion API. Remove the UET Tag and event codes manually installed on your website (or with plugins) to prevent sending duplicate events.
📘 **Note**
While you remove the UET Tag directly installed, the AnyTrack Tag installed on your website loads the UET Tag for you, allowing you to continue benefiting from browser-side tracking with Microsoft Ads. [Advanced Options Ms Ads documentation](/docs/advanced-options-ms-ads#loading-the-uet-tag-via-AnyTrack-tag).
Complete! You have now integrated Microsoft Ads with AnyTrack. Validate and test your setup.
***
## Validate Microsoft Ads Setup
There are several ways to confirm that the integration between AnyTrack and Microsoft Ads was successful.
## 1. Use the UET Tag Helper
Use the [UET Tag Helper Extension](https://chromewebstore.google.com/detail/uet-tag-helper-by-microso/naijndjklgmffmpembnkfbcjbognokbf) to verify that the `UET Tag`, loaded via the AnyTrack Tag, is found on your website. Verify that you have removed `UET Tags` installed directly or through plugins. Remove them to prevent duplicate events.
### 2. Find the Events Sent From AnyTrack to Microsoft Ads
To view the conversion events sent from AnyTrack in Microsoft Ads, follow these steps:
1. Navigate to **Conversions > UET Tag**
2. Select the relevant `UET Tag`
3. Set the appropriate date range
Ensure the total number of events in Microsoft Ads matches the events reported in the [Campaign Report](/docs/campaign-report) in AnyTrack for the same period. Recent conversions may take time to appear in Microsoft Ads.
❗ **Important**
AnyTrack sends events in real-time, but Microsoft Ads has its own processing schedule. Per Microsoft's official documentation: clicks take up to 2 hours, conversions up to 3 hours, and offline conversions up to 6 hours to appear. New UET tags can take up to 24 hours to activate. Invalid traffic adjustments may take up to 1 week. Remarketing lists update within minutes.
***
## Microsoft Ads Offline Conversions
Use offline conversions to send Microsoft Ads any conversion that does not happen on the website itself: phone calls, CRM-stage advancements, in-store visits, or downstream affiliate sales. AnyTrack captures `msclkid` on the inbound ad click and attaches it to each offline event so Microsoft Ads attributes the conversion to the right campaign and keyword.
Common use cases:
- **Lead-gen funnels** — A form lead becomes a qualified opportunity days later in your CRM. AnyTrack sends the qualified-lead event to Microsoft Ads with the original `msclkid`.
- **Affiliate networks** — A Microsoft Ads click drives traffic to an affiliate offer that converts hours later. AnyTrack receives the network postback and forwards it to Microsoft Ads as an offline conversion.
- **Phone calls** — Call-tracking events tied to a Microsoft Ads click flow through AnyTrack to Microsoft Ads.
Offline conversions can take up to 6 hours to appear in Microsoft Ads reports.
## Create Custom Audiences
📘 **Note**
Retargeting audiences fill from all traffic tracked through your property, not only traffic originating from your Microsoft Ads campaigns.
### In Microsoft Ads: Create Your Custom Audiences
Creating a remarketing list resembles creating a conversion goal.
1. Open the **Shared Library** section and select **Audiences**
2. Create a new remarketing list
3. Name your remarketing list
4. Select **Custom Events**
5. In **Event Action**, add the conversion name as it appears in AnyTrack
***
## Webinar: Integrating AnyTrack with Microsoft Ads
Watch this video for a guided explanation of how to set up Microsoft Ads with AnyTrack, build audiences, connect to Google Analytics 4, and more. Please note that since this video was created, the user interface has changed, but the principles remain the same. For an updated setup guide, please refer to [How to Set Up Microsoft Ads in AnyTrack](#how-to-set-up-microsoft-ads-in-AnyTrack).
***