(Conversion API) Microsoft Bing Ads CAPI Attribution

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Samar Perka
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Conversion Postbacks for web, PC, and console events are only available to Singular customers with access to Singular's Web, PC, and Console game attribution.

Singular's integration with the Microsoft Bing Ads Conversions API (CAPI) allows advertisers to send Microsoft Bing Ads conversions to Microsoft. This integration supports Mobile, Web, PC, and Console platforms.

Add Microsoft Bing Ads Partner Configuration in Singular

  1. Go to Singular > Attribution > Partner Configuration.
  2. Click Add a Partner, then search for and select Microsoft Bing Ads Web.
  3. In the configuration dialog, select the app and the app/website platform you want to configure. This integration supports Mobile, Web, PC, and Console platforms.
  4. Enter the UET Tag ID and API Token from your Microsoft Advertising account.
  5. Click Save to complete the configuration.
Note: You can use the same UET Tag ID and API Token for both installs and events, or you can create separate ones for installs and events if you prefer.

Event Attributes Required for the Microsoft Bing Ads Integration

To enable the Microsoft Bing Ads CAPI integration, implement and send the following case-sensitive event attributes through Singular.

Required Event Attributes

Attribute Description
ehash

The SHA-256 hash of the user's normalized email address, formatted as a lowercase hexadecimal string. Normalize the email address as follows:

  • Remove leading and trailing whitespace.
  • Remove all dots (.) from the user portion of the email address.
  • Remove any alias (for example, +alias) from the end of the user portion of the email address.
  • Convert the entire email address to lowercase.
  • Apply SHA-256 hashing and format the resulting hash as a lowercase hexadecimal string.
phashE164 The SHA-256 hash of the user's phone number, normalized to E.164 format, including the country code (for example, +14255551234). Format the resulting hash as a lowercase hexadecimal string.
msclkid "msclkid" is Microsoft's click identifier.

How to Retrieve Your Microsoft Bing Ads Credentials

How to Retrieve the UET Tag ID

  1. Sign in to your Microsoft Bing Ads account.

  2. Navigate to the Conversions section to find the UET Tag ID.

How to Retrieve the Conversions API Token

  1. Find your existing tag or provision a new UET tag ID in the UET section of your Microsoft Advertising account.
  2. Select your existing UET tag by using the pencil icon.
  3. Select Save and next in the Edit UET tag section.
  4. In the Set up tagging section, select Use Conversions API.

  5. In the Conversions API section, select Copy Token, select Next, and then select Done.

FAQ

What data does Singular send via the Microsoft Bing Ads Conversions API?
Parameter Details
msclkid
  • Microsoft click ID
hashed email
  • Optional
  • Passed as Singular event attribute ehash
  • Must be lowercase, normalized, and SHA-256 hashed
hashed phone number
  • Optional
  • Passed as Singular event attribute phashE164
  • Must be E.164 normalized and SHA-256 hashed
user agent
  • Automatically passed
IP address
  • Automatically passed
GAID / IDFA
  • Automatically passed