Microsoft Advertising Conversions API
Server-side conversions to your UET tag with the msclkid click id and hashed email and phone.
Microsoft Advertising's Conversions API is the server side of Universal Event Tracking
(UET). PixelFox sends each conversion to your UET tag as a custom event whose
eventName is the PixelFox conversion name, so a conversion goal of type Event with
action purchase, lead, add_to_cart and so on counts it.
Microsoft enables the Conversions API per account (it is a pilot as of October 2026). The token only exists once your account has been enabled; ask your Microsoft Advertising contact if the option is missing.
Credentials
| Field | Where to find it |
|---|---|
| UET tag ID | Microsoft Advertising → Conversion tracking → UET tags. |
| Conversions API token | Edit the UET tag → Set up tagging → Use Conversions API → Copy token. Stored encrypted. |
Connect under Integrations → Microsoft Advertising Conversions API.
Matching and deduplication
Events carry hashed email and phone (E.164), the msclkid click id
(captured from Microsoft ad landings, or recovered from the _uetmsclkid cookie when the
UET tag runs on the site), the UET visitor id as anonymousId (or the PixelFox visitor
id), plus IP and user agent. Consent is reported as adStorageConsent.
The event uuid is sent as eventId. A UET tag on the page firing the same event with
the same event_id is counted once — use the same tag id on both sides.
Value, currency, transaction id and items are sent for revenue-shaped events, with the
UET pageType (product, cart, purchase, searchresults) for dynamic remarketing.