[Microsoft] How to find your UET Tag ID and Conversions API token

To connect Aimerce to Microsoft Advertising's Conversions API you'll need two values from your Microsoft Advertising account:

  • UET Tag ID — identifies your Universal Event Tracking tag
  • Conversions API token — authorizes Aimerce to send conversions to that tag

Once connected, Aimerce sends your conversions server-side to Microsoft Advertising. This covers Bing search ads and ads shown in Microsoft Copilot — Copilot ads run on your regular Microsoft Advertising campaigns, so no separate setup is needed for them.

1. Find (or create) your UET tag

  1. Sign in to Microsoft Advertising.

  2. In the left navigation, go to Tools → Conversion tracking → UET tags.

  3. Your UET Tag ID is the number shown in the tag list. Copy it.

    If you don't have a tag yet, click Create UET tag, give it a name, and save — the new tag's ID appears in the same list.

2. Generate the Conversions API token

  1. In the UET tag list, select your tag using the pencil (edit) icon.

  2. Click Save and next in the Edit UET tag section.

  3. In the Set up tagging section, select Use Conversions API.

  4. In the Conversions API section, click Copy Token, then Next and Done.

Note: the Conversions API is still rolling out on Microsoft's side. If you don't see the Use Conversions API option in your account yet, contact your Microsoft Advertising account manager to have it enabled.

3. Connect in Aimerce

  1. In your Aimerce dashboard, go to Tracking → Microsoft Setup.

  2. Paste the UET Tag ID and Conversions API Token, then click Submit.

    Aimerce verifies the credentials immediately by sending a harmless test event named aimerce_verify — it matches no conversion goal, so it never shows up in your reporting.

4. Create conversion goals for the events Aimerce sends

Aimerce sends these events to your UET tag. In Conversion tracking → Conversion goals, create a Custom event goal whose Action matches the event name you care about:

Aimerce event Event name sent to Microsoft
Purchase purchase
Begin checkout begin_checkout
Add payment info add_payment_info
Add to cart add_to_cart
Product view view_item
Search search
Sign up sign_up
Email captured lead

For most stores a single purchase goal (with revenue value and currency enabled — Aimerce sends both) is the right place to start.

Page views are also sent as native page load events, so Destination URL goals work too.