You can send sales and lead records straight from your own systems to Microsoft Ads. Supported sources are websites, apps, customer databases and in-store payment systems. Setup works directly, through Google Tag Manager or with an integration partner.
Microsoft recommends running it next to the UET tag. Then the same purchase can arrive twice, so both routes need the same UET tag ID, event ID and event name. That is how Microsoft spots duplicates.
Consent defaults to granted. Your integration has to pass the denied value when a customer says no. Microsoft leaves denied events out of attribution and retargeting.
Watch out: a successful server response doesn't guarantee the conversion shows in your reports. Trace one known sale through the setup and check it counts once.
Via Search Engine Watch.
