Microsoft Ads Connector

The Microsoft Ads Connector is used to send data to both the Microsoft Ads Pixel and Conversion API.

Prerequisites

You will need the following to complete the setup of the connector successfully:

Microsoft Ads Account

Microsoft Ads Connector Setup

Choose the Microsoft Ads Connector from the "Connectors" section on your tracking container dashboard. Click "Add" or "Edit" on the Microsoft Ads Connector:

select_MSads

Authenticate Microsoft Ads, click the 'Start Authentication' button:

You'll be redirected to login to Microsoft Ads and accept permissions for 'Tracklution Oy' before you are redirected back to continue with the next step in Tracklution.

MS_startAuth

Next you should select the Microsoft Ads account you want to connect. This will create a Microsoft Universal Event Tracking (UET) tag for Tracklution to use. Click 'Continue':

MS_continue

Select which events you want to send as conversion goals to Microsoft Ads. Click create on the event you want to send. This will open up a selection where you choose whether you want the event to be a primary or secondary conversion goal. Make your choice and click create again and the conversion goal will be configured with Microsoft Ads.

MS_addEvent

Once added, it'll look like this:

MS_eventAdded

Enhanced Conversions

Enhanced conversions in Microsoft Ads → Due to limitations in Microsoft's API, you'll need to configure enhanced conversions manually for each offline conversion goal added via Tracklution.

To add enhanced conversions to your offline conversion goals added via Tracklution, select the conversion goal inside your Microsoft Ads account and configure its settings. Here you can choose to use or not use enhanced conversions for the conversion goal.

MS_setEC

Continue through the setup by selecting "Yes, I have the tag installed", and the manual option until your are able to save and exit. You do not need to do any actual manual installation. When you send your events to your Tracklution server, Tracklution will manage these tags for you automatically when the Microsoft Ads connector is active.

Two Conversion Lists in Microsoft Ads

Tracklution generates two conversion lists in Microsoft Ads for a single conversion action:

Offline Conversions: Microsoft Ads connects the conversion to an ad-click that belongs to the connected Microsoft Ads account. This conversion is sent to Microsoft Ads via the API (server-to-server). Microsoft Ads uses the Microsoft Click ID (MSCLKID) to link the conversion to an ad-click.
UET (Universal Event Tracking) Conversions: Microsoft Ads connects the conversion to when a user did not click any ad but recently viewed or engaged with an ad that belongs to the connected Microsoft Ads account. Microsoft Ads uses Enhanced Data to associate the conversion to a view-through or engagement.

Double data? No, the conversion is always sent to Microsoft Ads as an Offline Conversion first. If Microsoft Ads cannot connect the conversion to an ad-click, the UET conversion is then sent. If Microsoft Ads cannot connect the conversion to a view-through or engagement either, the conversion will not be reported in Microsoft Ads. We recommend keeping both conversion lists active; the Offline list ensures conversions with a valid Click ID are tracked, while the UET list captures conversions where the Click ID was lost but can still be matched using Enhanced Data.

Troubleshooting

My account is unable to open the login when I try to activate the Microsoft Ads connector. --> The Microsoft Entra (Azure AD) tenant must have the Microsoft Advertising API service principal registered. This is a prerequisite before any user in that tenant can consent to apps requesting Microsoft Advertising API permissions. The admin needs to create the service principal for Microsoft Advertising API in their tenant.

Issues with a connector? Visit our Troubleshooting and FAQ to find answers to most common issues for each connector.

Comments (0)