It lets you send first-party events straight from your server to Microsoft Ads. Think web, app, CRM, offline and call-center data, like qualified leads, opportunities and offline sales.
It runs next to the UET tag and picks up what browsers miss. Events sent through both are deduplicated with an event ID. Uploads can be up to 90 days old.
For agencies: Microsoft advises everyone on the offline conversions API to upgrade to CAPI.
Via Hana Kobzová.
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