How can I optimize my Microsoft Advertising campaigns using Eulerian's Conversions API (CAPI) connector?
How can I optimize my Microsoft Advertising campaigns using Eulerian's Conversions API (CAPI) connector?
Solution
Marketing Mix Modeling
Attribution
Analytics
Activation
Module
Manage & Analyze
To plan
Enable
Datamining
Privacy Center
Problem
Ad blockers, browser restrictions on cookies, mobile tracking limitations and consent requirements all reduce the number of conversions that a browser tag such as the Microsoft Advertising Universal Event Tracking (UET) tag can measure. Fewer measured conversions means fewer signals for Microsoft Advertising's bidding algorithms, and less accurate reporting. How can you keep sending complete and reliable conversion data to Microsoft Advertising to optimize your campaigns? Microsoft Advertising's Conversions API (CAPI) answers this need: it lets advertisers send conversion events server-to-server, in addition to the UET tag. What is the added value of using Eulerian to deploy it?
Objective
Setting up the Microsoft Advertising Conversions API (CAPI) to send conversion events to Microsoft Advertising server-side will allow you to:
Improve connectivity to reduce cost per result. Loading errors, connectivity issues and ad blockers in browsers impact Conversions API data less than UET tag data. When you use the Conversions API in addition to the UET tag, the connection is more reliable, allowing the ad serving system to lower your cost per result.
Optimize your ads for actions that happen later in the purchase journey. For example, actions taken after a purchase (such as subscriptions), in-store actions and customer scores. This information helps the system deliver your ads to the customers most likely to generate value for your business.
Improve measurement. The Conversions API helps you better measure the performance and attribution of your ads throughout the purchase journey, from discovery to conversion, and better understand how digital advertising drives online and offline results.
Increase event matching to reduce cost per result. Matched events are events that Microsoft Advertising can associate with one of its users. They let you serve ads to people more likely to take the actions you care about, and attribute those actions back to your ads. With the Conversions API, you can send additional customer information parameters (hashed email, hashed phone…) that increase the number of matched events.
How Eulerian can help you
Comprehensive collection of navigation data, conversions, and advertising interactions
Native CAPI connector
Difficulty
Simple
Intermediate
Advanced
How to do it?
How to implement CAPI with Eulerian?
1. Create an Authorization for your Microsoft Advertising account
Before you can create the UET tag that will receive your server-side data, you must create an Authorization that targets the proper Microsoft Advertising account: the UET tag, and therefore the conversions sent by the connector, are attached to this account.
2. Generate an API token and retrieve your UET Tag ID in Microsoft Advertising
The Microsoft Advertising Conversions API is authenticated with an API token linked to your UET tag. To generate it:
In your Microsoft Advertising account, open the UET section, then select your existing UET tag with the pencil icon (or create a new UET tag).
In the “Edit UET tag” section, click on “Save and next”.
In the “Set up tagging” section, select “Use Conversions API”.
In the “Conversions API” section, click on “Copy Token”, then “Next” and “Done”.
Note the Tag ID of the same UET tag: you will need both values in step 3.
If you also measure conversions with the UET tag in the browser, use the same UET tag for the CAPI connector. The event ID (eventId) sent by the UET tag and by the CAPI connector is identical, so Microsoft Advertising automatically deduplicates the conversions received from both sources. You can override this event ID if required.
3. Create the connector within the interface
Path: Activation → S2S → Add new connector → Microsoft Advertising CAPI
Information to enter:
Connector Name: free entry.
Settings related to user consent: select “custom vendor”, enter the name of the Microsoft Advertising vendor as declared in your CMP (consent management platform), and select the purposes defined for this vendor by your CMP.
Call type – inbound traffic: select “site-centric”.
Call type – internal promotion: not applicable.
API Token: the Microsoft Advertising API token generated in step 2.
Tag ID: the ID of your Microsoft Advertising UET tag (step 2).
Click on “Next”.
The hashed email address is sent by default by the CAPI connector, without any specific configuration.
4. Set the connector trigger rules
Specify the pages on which server calls will be made. To send all your conversions, use a generic trigger rule covering all your conversion events.
5. Additional settings (optional)
On the settings screen, in the “Partner connector attributes” box, you can activate, deactivate, archive or schedule the activation of the connector.
In the “Partner settings” box, you will find your API Token and your Tag ID, but also:
email_remap (optional): configure it only if the hashed email address of your users is sent to Eulerian through a CRM synchronization.
As a reminder, the hashed email address is sent by default by the CAPI connector, without any specific configuration.
phone_remap (optional): configure it only if the hashed phone number of your users is sent to Eulerian through a CRM synchronization.
event_name (optional): name of the event sent to Microsoft Advertising. You can enter a custom name; otherwise it is filled in automatically depending on the call context: purchase for a sale, cart for a started cart, and page_view for the other events. To be counted in a custom conversion goal, this name must match the event action defined in the goal on the Microsoft Advertising side.
You can also send any custom parameter through the “Custom parameters” box.
Finally, for sale / quote events, you can send the conversion amount, the conversion reference and the associated products. You can also send custom parameters, such as the pLTV (predicted lifetime value).
What information is sent to Microsoft Advertising?
The Eulerian internal ID (EUID), via the anonymousId parameter
The user's IP address
The browser user agent
The user's CRM ID, if the user is logged in
The user's hashed email, if specified in the connector configuration (via email_remap) and if the email is available
The user's hashed phone number, if specified in the connector configuration (via phone_remap) and if the phone number is available
The idfa, if available
The gaid, if available
The Microsoft Advertising click ID msclkid, retrieved from the parameter of the same name in the landing page URL. Sent only if the name of the lever preceding the conversion contains "Bing" or "Microsoft"
To send the msclkid, auto-tagging must be enabled in your Microsoft Advertising account, and your Microsoft Advertising campaigns must be tracked with the Eulerian tracking template: How do I track my Bing Ads campaigns?