PathwAI's Microsoft Ads integration uploads conversions from your flows to Microsoft Advertising through its Offline Conversions API. Each mapped event is credited to an offline conversion goal you name and matched by the Microsoft click ID, msclkid, or by hashed email and phone. Events go out only for people who consented to ad tracking, and purchases carry their value and currency.
What data moves
- msclkid from the flow URL, or from Microsoft's _uetmsclkid cookie when the URL has none.
- Hashed email and phone. An event needs an msclkid or a hashed email to be sent.
- For purchases: value and currency.
Where it is configured
Data → Destinations → Microsoft Ads: sign in with Continue with Microsoft or reuse a Microsoft account connected under Data → Activation, then enter the Account ID and an optional Manager customer ID. Each event mapping takes an offline conversion goal name.
Use cases
Bing search campaigns credited for intakes
Map flow_completed to an offline conversion goal so Microsoft Advertising sees which clicks produced finished intakes.
Revenue by campaign
Map purchase to a goal so each conversion carries its value.
Website-first visitors
The _uetmsclkid cookie fallback keeps the click for a visitor who browsed your site before opening the flow.
How to set it up
- Create the offline conversion goals in Microsoft Advertising.
- In PathwAI, open Data → Destinations → Microsoft Ads and click Continue with Microsoft.
- Enter the Account ID, and the Manager customer ID if you use a manager account.
- In the Event mapping tab, add each event with its goal name, then switch the destination on.
Good to know
- Microsoft's Offline Conversions API has no order ID field, so it cannot deduplicate a purchase that a browser UET tag also reports.
- Events reach the ad platform only for people who consented to ad tracking, through a consent block marked for ad tracking or a call to window.pathwai.consent(). A run with no recorded consent counts as opted out.
Microsoft Ads integration FAQ
Do I need my own Microsoft developer token?
No. You sign in with Microsoft and enter your account ID; PathwAI supplies the developer token.
What if the visit has no msclkid?
The event is still sent if a hashed email is available. With neither, it is skipped.
Are answers sent to Microsoft?
Not by default. Only fields a transformer allows are added to the click ID, hashed identifiers and purchase value.
Want to see Microsoft Ads in a flow?
We can walk through where Microsoft Ads fits in your funnel and exactly which data it would receive.