Connect Microsoft Ads Conversions API & set up conversion tracking

This guide walks you through linking the Microsoft Advertising Conversions API (currently in open beta) to FunnelTrack via a UET tag and access token — so you can send server-side conversion events alongside your existing client-side UET tracking.

Microsoft CAPI is currently in beta

At the time of this writing, Microsoft's Conversions API is in an open beta. When you create your UET tag, if you don't see Use Conversions API as a setup method (step 2 below), reach out to your Microsoft account rep and ask to be enrolled in the open beta.

What you'll need

•Admin access to your Microsoft Advertising account
•Microsoft CAPI beta access enabled on your account (see callout above)
•The FunnelTrack pixel and the UET base tag deployed on every page of your funnel
•About 15 minutes

Part 1

Connecting to Microsoft Ads

Create a UET tag with the Conversions API setup method, then paste the token and tag ID into FunnelTrack.

Create a UET tag

In Microsoft Advertising, go to Tools → UET tags and click + Create. Give your tag a name (e.g. FunnelTrack), pick an industry, and accept the Microsoft Advertising Agreement.

Microsoft Advertising Create UET tag page with the FunnelTrack name filled in — Tools → UET tags → + Create → name your tag and pick an industry.

Choose "Use Conversions API" as your setup method

On the Set up tagging step, scroll down past the client-side options (Install yourself / Send to developer / Website builder / GTM) and select Use Conversions API.

Microsoft Set up tagging page with the Use Conversions API option selected — The Conversions API option is below the four client-side install methods.

Don't see Use Conversions API?

Microsoft CAPI is still in open beta. If the option isn't shown on your account, contact your Microsoft account rep to request beta enrollment.

Copy your Conversions API token

After selecting Conversions API, Microsoft displays your access token. Click Copy token and paste it into the Auth Token field in FunnelTrack.

Microsoft Advertising Conversions API token screen showing the token value and Copy token button — Allow up to 15 minutes for the token to activate after generation.

Copy your UET Tag ID

Back on the All tags page, find your newly-created UET tag in the list. The Tag ID column shows your UET Tag ID (a number like 187254932). Copy it and paste it into the UET Tag ID field in FunnelTrack.

Microsoft Advertising UET tag All tags list with the FunnelTrack tag's Tag ID highlighted — Tools → UET tags → All tags → Tag ID column.

Click Connect in FunnelTrack

With UET Tag ID and Auth Token filled in, click Connect. Your Microsoft Ads Conversions API destination is now wired up — next we'll deploy the base UET tag and create your conversions.

Part 2

Setting up conversion tracking

Deploy the UET base tag, create enhanced conversions in Microsoft, then map each event in FunnelTrack.

Deploy the FunnelTrack pixel

Make sure the FunnelTrack pixel is deployed on every page of your website and any landing pages. You'll find the script and a verification status in the Pixel section of your FunnelTrack account.

Deploy your UET base tag

Microsoft also needs its own client-side base UET tag on every page of your funnel to capture browser-side activity that pairs with the server-side conversions FunnelTrack sends. Grab the snippet from your UET tag's details page and paste it into the <head> of every page (or via your tag manager).

Microsoft UET base tag script snippet with Copy tag and Download tag buttons — The UET base tag — paste in the <head> of every page, near the top.

Why both tags?

The FunnelTrack pixel attributes traffic and powers your dashboard. The UET base tag gives Microsoft the click-side signal it needs to match against the server-side conversions FunnelTrack sends.

Create your conversions with Enhanced conversions on

In Microsoft Advertising, create a conversion goal for each event you want to count. On the Set up Enhanced conversions step, choose Turn on Enhanced conversions — Microsoft uses hashed user data to improve match rates.

Microsoft Set up Enhanced conversions page with the Turn on Enhanced conversions option selected — Always turn on Enhanced conversions when creating a conversion you'll send via CAPI.

Ignore the Enhanced conversions script

On the next screen Microsoft will offer an Enhanced conversions script (the window.uetq.push('set', …) snippet) to install on your site. Skip this— FunnelTrack sends the hashed user data via CAPI server-side, so the client-side script isn't needed and would double-up the identity signal.

Microsoft Enhanced conversions client-side script snippet — to be ignored when using FunnelTrack — Ignore this script. FunnelTrack handles enhanced match data via the Conversions API.

Note the Action / Category / Label parameters

Microsoft's conversion-goal wizard ends with an Install event tag step that defines Custom event parameters — typically an Action with an "Equals to" value (e.g. submit_lead_form). Note these values exactly — you'll paste them into FunnelTrack's event card so the dispatched events match what Microsoft is listening for.

Microsoft Install event tag page showing a custom Action parameter with value submit_lead_form — Microsoft expects your CAPI events to match these Action/Category/Label values.

Enable an event template (or create a custom one) in FunnelTrack

In FunnelTrack, open the source you want to route to Microsoft Ads (e.g., ClickFunnels → Microsoft Ads). Toggle on a recommended event template, or click + Add More Events to create a custom one. For each enabled event, paste the Microsoft Ads Event Name from your conversion goal, plus any matching Event Category, Event Action, or Event Label values defined in step 4.

FunnelTrack Form Submission event card with Microsoft Ads Event Name, Event Category, Event Action, and Event Label fields — The Action/Category/Label values in FunnelTrack must match what Microsoft expects.

Field-matching rules

Microsoft routes incoming CAPI events to a conversion goal by matching Event Action, Event Category, and Event Label. Whatever you set in Microsoft's wizard must match what you enter in FunnelTrack exactly (including the "Equals to" case).

(Optional) Add custom event parameters, user parameters & firing conditions

Attach custom event parameters, user parameters, or gate events behind specific conditions (e.g., only fire purchase when the order value is over $100). Click + Add Custom Parameters or + Add Condition on the event card.

Save your changes

Click Save Configuration at the top of the routing page. Your event map is now live — every matching source event will be sent to Microsoft Ads from this moment on.

Test & verify

Trigger the action on your website (submit the form, complete the checkout, etc.). Then open Event Delivery Log in FunnelTrack. You should see two rows for each event: an IN row showing FunnelTrack received the source event, and an OUT row showing the dispatch to Microsoft marked delivered.

Conversions appear in Microsoft within a few hours

Conversions delivered via the Microsoft Conversions API show up in Microsoft Advertising reports on a delay — usually a few hours. The delivered status in the FunnelTrack log confirms the handoff succeeded.

Need a hand?

If anything in this guide didn't match what you're seeing in Microsoft Advertising or FunnelTrack, open a support ticket in your dashboard and we'll get you sorted.

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