What server-side does for Microsoft Ads
UET + Offline API in parallel
The UET tag catches on-site events, server-side fills in the conversions the browser blocked, plus offline sales (phone, store) via Offline Conversion Import. Microsoft deduplicates by transaction_id.
msclkid click ID restore
Microsoft attributes by the msclkid from the ad click. Our Click ID Restorer stores it in a first-party cookie and a server-side cache (90 days), so even late conversions arrive with correct attribution.
Conversions beyond the reach of ad-blockers
The server-to-server call goes from your server — ad-blockers, ITP, and missing consent can't reach it. You send offline conversions with their real value and currency.
No per-conversion fee
Microsoft Ads is one of 18 supported platforms in the plan from CZK 349. No fees per conversion.
Three steps and the data flows.
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1
Sign up + set up the container
14 days free, the setup wizard generates the GTM container. Import it and you're done.
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2
Add your UET Tag ID + API access
In Microsoft Advertising → Tools → UET tag you get the Tag ID. For offline import you authorize the API. In the DataNostro dashboard you enter the UET Tag ID and Customer ID.
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3
Verify in the Microsoft Ads UI
Microsoft Advertising → Conversions shows incoming server-side and offline conversions and their attribution to msclkid.
What's in every plan
Online and offline conversions, no cap.
Online and offline conversions in one.
First-party cookie 90 days + cache.
Hashed PII (SHA-256).
QA conversions before going live.
Refund / value update.
We send conversion value for tROAS.
No per-pixel charges. Unlimited platforms.
Microsoft Ads (Bing) + 17 more platforms (Sklik, Heureka, GA4, Google Ads, TikTok…) in one STARTER plan from CZK 349/month. No per-pixel surcharges.
Frequently asked questions
Is this server-side tracking for Bing Ads? +
Yes. Bing Ads is now called Microsoft Advertising — it's the same platform. Server-side tracking for Bing / Microsoft Ads sends conversions straight from your server via UET and the Offline Conversion Import (not from the browser), so it bypasses ad blockers and ITP and captures offline sales too. Attribution runs on the msclkid click ID from the Bing ad click.
Does this replace the UET tag? +
No — we keep the UET tag running for on-site events; server-side and Offline Import fill in the rest. Microsoft deduplicates by transaction_id.
What is msclkid? +
msclkid is the Microsoft Click ID from the ad click. We store it on arrival in a first-party cookie and attach it to the conversion — so offline and late conversions also get correct attribution.
Can you import offline conversions? +
Yes — via Offline Conversion Import you send conversions from your CRM or call center with the msclkid and value. Ideal for lead-gen and phone orders.
Does it work for Bing Shopping too? +
Yes, we also send e-commerce conversions with value and currency for Microsoft Shopping campaigns and value-based bidding.
More server-side integrations
One sGTM container, one plan — all your platforms server-side, out of reach of ad-blockers.
New to server-side tracking? Read the complete beginner's guide →Bing conversions don't end in the browser
Some conversions close offline or beyond the reach of the UET tag. Server-side via DataNostro sends them to Microsoft Ads with correct attribution. Five-minute setup, 14-day free trial.