Microsoft / Bing Ads Setup
Connect Microsoft Advertising (Bing Ads) to TrueSignal to send server-side purchase conversions. TrueTracked records each completed sale against the visitor's Microsoft Ads click, so your conversions are counted reliably even when the browser pixel is blocked or cookies expire. You can also send optional web events (view content, add to cart, and begin checkout) from your storefront.
Prerequisites:
- A Microsoft Advertising account
- Your Microsoft Ads account connected in TrueTracked (Settings > Integrations)
- Your UET Tag ID (only if you want browser web events)
- TrueTracked pixel installed on your site
Step 1: Connect Microsoft Advertising
- In TrueTracked, go to Settings > Integrations
- Click Connect on the Microsoft Ads card and sign in to authorize access
- Select the Microsoft Advertising account you want to send conversions to
Step 2: Create an offline conversion goal in Microsoft
- In Microsoft Advertising, go to Tools > Conversion goals
- Click Create conversion goal and choose the Offline goal type
- Name it clearly, for example
Purchase TrueTracked - Set the goal category to Purchase and configure value settings as you like
- Save the goal. Microsoft needs about 2 hours before it can start receiving conversions
Naming tip: Use a clear, branded name like Purchase TrueTracked rather than something cryptic like TT. You'll reuse this exact name in TrueSignal and when building your reporting column, so pick it once and keep it identical everywhere.
Step 3: Enable offline conversions in TrueSignal
- Go to Settings > TrueSignal and click Connect on the Microsoft card
- Turn on Offline conversion tracking
- In Conversion goal name, enter the exact same name you used in Microsoft (e.g.
Purchase TrueTracked). It must match character for character - Optional: enter your UET Tag ID and turn on UET web events to also send view content, add to cart, and begin checkout from the storefront
- Click Connect
Already running a UET tag? If your UET tag is installed elsewhere (e.g. through Google Tag Manager or your theme), leave UET web events turned off to avoid double counting.
Step 4 (optional): Create goals for web events
If you enabled UET web events and want them counted as conversions, create matching Event goals in Microsoft Advertising. Go to Tools > Conversion goals > Create conversion goal, choose Event, and use the event action names shown in TrueSignal:
| Storefront action | Microsoft event action |
|---|---|
| View content | view_content |
| Add to cart | add_to_cart |
| Begin checkout | begin_checkout |
Step 5: Create a custom column to see your purchases
Add a column to your campaign reports so TrueTracked purchases show up next to your other metrics:
- In Microsoft Advertising, open Campaigns, then click Columns > Modify columns
- Open Custom Columns, then click + Column
- Set Column Name to
Purchase TrueTracked(a short description like "Server-side tracked purchases" is optional) - Under Formula, add the Conversions metric, then segment it by Goal name and select your goal (
Purchase TrueTracked) - Set Format to Number and click Save
- Click Apply. Your new column now shows TrueTracked purchases per campaign
Step 6: Verify
- Trigger a test purchase from a visit that arrived through a Microsoft Ads click
- TrueTracked sends purchases to Microsoft automatically. They are offline conversions, so they typically appear within a few hours rather than instantly
- Check the goal under Tools > Conversion goals or your new custom column
Troubleshooting
- Conversions not appearing: Confirm the goal name in TrueSignal matches the Microsoft goal exactly, the offline goal was created at least 2 hours before the purchase, and the visit came from a Microsoft Ads click. Only clicks Microsoft can recognize get attributed.
- Custom column is empty: Make sure you segmented the Conversions metric by Goal name and picked the correct goal.
- Web events double counting: If a UET tag is already firing elsewhere (GTM or your theme), turn off UET web events in TrueSignal.
- Value not matching: Connect your store integration so TrueTracked can pull accurate order values.