Microsoft Advertising Conversions API became generally available after a per-account pilot

The Microsoft Advertising Conversions API left its per-account pilot and became generally available. It connects website, app, CRM and point-of-sale conversion data to Microsoft Advertising in real time over a server-to-server connection, working alongside the UET tag to capture conversions the browser may miss.

Microsoft says it improves AI-powered bidding, measurement accuracy and signal durability, and gives advertisers more control over what data is shared. Setup is possible directly, through Google Tag Manager, or via partners including Adobe Real-Time CDP, Commanders Act, Freshpaint, Invoca, MetaRouter, Segment by Twilio, Stape.io, Switch Growth, Tealium and Zeotap. Documentation for the pilot was first published in August 2026 at capi.uet.microsoft.com.