Why server-side for Microsoft Ads (Bing)?
Microsoft Advertising measures conversions via the browser UET tag, which loses 20–35% of conversions to ad-blockers and Safari ITP — so Microsoft optimises on incomplete data. Server-side measurement via the captured msclkid (Microsoft Click ID) avoids that loss.
How it works with DataNostro
On arrival from a Microsoft/Bing ad the URL carries an msclkid parameter. DataNostro stores it in a first-party cookie. On conversion the server-side GTM container sends the event with msclkid, conversion name, value and currency — via the server-side UET tag or Offline Conversions import. Out of reach of browser blocking.
What gets sent to Microsoft Ads
- msclkid — Microsoft Click ID captured on click-in
- conversion name — the UET conversion action name
- conversion value + currency
- conversion time
- hashed email — for Enhanced Conversions (optional)
Enhanced Conversions for Leads
For lead campaigns you can add a SHA-256 email hash server-side — Microsoft then matches an offline-closed deal back to the click. Server-side is the ideal place: the email comes from the form / CRM, not the browser.
Reliable data for Smart Bidding
Microsoft Smart Bidding (Maximize Conversions, Target CPA) is only as good as the conversion data. Server-side measurement recovers the 20–35% of missing conversions so the algorithm optimises on reality and CPA drops.
Setup in DataNostro — no developer
In Connections you enter the UET tag ID and API access, enable msclkid capture and map conversions. Works with the GA4 data layer and store plugins. Done in minutes, no code changes.
Proč Microsoft Ads přes DataNostro?
More accurate Bing conversions
Up to 30% more conversion data by bypassing ad-blockers and ITP.
Deduplication
Automatic deduplication of UET pixel + server-side events — no duplicates.
iOS / ad-blocker resistant
Server-to-server sending works even where client-side UET fails.
Easy setup
Paste your UET Tag ID in Connections — done in 5 minutes.
Server-side tracking for all platforms
Jeden sGTM kontejner — všechny integrace na jednom místě.
Frequently asked questions
What is server-side tracking for Microsoft Ads / Bing? +
Instead of only the client-side UET tag, conversions are measured server-side via the captured msclkid (Microsoft Click ID). It's resilient to ad-blockers and Safari ITP.
What is msclkid? +
The Microsoft Click ID — a URL parameter on arrival from a Bing/Microsoft ad. DataNostro stores it in a first-party cookie and sends it to Microsoft Ads at conversion for correct attribution.
How many Microsoft Ads conversions are lost client-side? +
Typically 20–35% depending on Safari/iOS share and ad-blockers. Server-side practically eliminates that loss and Smart Bidding then optimises on complete data.
Does it work for Enhanced Conversions for Leads? +
Yes. Server-side you add a SHA-256 email hash from the form/CRM, so Microsoft matches an offline-closed deal back to the click.
Is 'bing server side tracking' the same thing? +
Yes — Bing is Microsoft's search engine and Microsoft Advertising (formerly Bing Ads) is its ad platform. Server-side measurement is the same for both.
Optimize Microsoft Ads with more accurate data
Server-side Microsoft Ads (Bing) UET in 5 minutes. With no server of your own.