Microsoft Advertising
Fidero delivers your conversions to Microsoft Advertising through Offline Conversion Import, each one matched back to the ad click that drove it. Fidero captures the Microsoft Click ID when the visitor lands and keeps it on their profile, so a later conversion still carries it.
| Channel | Browser + server |
| Consent category | advertising |
| Deduplication | A conversion carrying a click ID is safe to retry: Microsoft ignores a repeat upload with the same click ID and conversion time. A conversion matched on hashed email and phone alone has no documented key. The two paths count on separate goals, not against each other. |
| Identifiers | The Microsoft Click ID (msclkid), read from the landing URL at click time and stored on the visitor's profile, plus email and phone SHA-256 hashed to Microsoft's rules where enhanced conversions are switched on. |
What it delivers
- Offline conversion import. Server-side conversions reach Microsoft through the Campaign Management API, each one attributed to the earlier ad click by its
msclkid - Enhanced conversions. Hashed email and phone travel with the conversion on any goal set up for them, and the click ID becomes optional, so a conversion that never carried one can still match
- Browser delivery. Fidero loads Microsoft's UET tag and sends page views and your mapped conversion events to UET goals
- Conversion value and currency. Both pass through exactly as you send them, and a value of
0arrives as0rather than falling back to the goal's default
What you provide
| Item | Detail |
|---|---|
| Customer ID and Customer Account ID | The numeric manager account and ad account IDs, from your Microsoft Advertising account settings. |
| Account access | You invite Fidero's Microsoft Advertising user to your ad account, so no credentials change hands. |
| Offline conversion goals | One goal per event you want to import, with enhanced conversions switched on where you want email and phone matching, plus the goal names to map to. |
| UET tag ID and conversion actions | Your UET tag ID, and a conversion action name for each browser event you want to track – server-side conversions need neither. |
That's everything. Mapping, formatting, hashing and deduplication are already built in – you switch the destination on by requesting it, and the flow is on the Destinations overview.
What's automatic
- Microsoft's normalisation rules. Fidero lowercases and trims the email, strips
+tags, full stops before the@and accents, then SHA-256 hashes it, and normalises phone numbers to E.164 first. Microsoft applies none of this itself on the import path, so the formatting has to be right before it leaves - Conversion times. Microsoft's API takes them in UTC, so Fidero converts each one before sending
- Conversions Microsoft won't attribute. A click outside the goal's window, a conversion timestamped before its click or an unrecognised click ID is recorded as skipped rather than as a delivery failure
- Managed API access. Fidero holds the Microsoft Advertising developer token and OAuth application and refreshes its own tokens, so you grant permission once and rotate nothing
Enrichment, consent enforcement, delivery monitoring and managed adapter updates apply to every third-party destination – what every destination receives covers the standard treatment.