Autonnel v0.1.0
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Bing Ads

Token mode setup using UET tag and offline conversion API.

Bing Ads (Microsoft Advertising) supports token mode in the OSS core for server-side conversion postback. OAuth mode is available with @autonnel/plugin-ads.

Prerequisites

  • A Microsoft Advertising account with a UET tag created
  • A Conversion API token for that tag
  • For OAuth mode: @autonnel/plugin-ads installed with Microsoft app credentials

Token mode setup

Token mode posts conversion events to Microsoft Advertising’s Conversion API using your UET tag ID and a Conversion API token.

Create a UET tag and get credentials

  1. Sign in to Microsoft Advertising.
  2. Go to Tools → UET tag.
  3. Create a new UET tag or select an existing one.
  4. Note the Tag ID (numeric).
  5. For the Conversion API token, go to Tools → Conversion goals → select your goal → Conversion API → Generate token (or use an existing bearer token from your account credentials).

Consult Microsoft’s documentation for the exact path, as the UI changes between platform versions.

Add the platform in autonnel

  1. Go to Ads in the autonnel admin.
  2. Click Add platform → Bing.
  3. Select Token mode.
  4. Enter a display name, your UET Tag ID, and the access token.
  5. Save.

Event mapping defaults

Internal eventBing Ads event
PURCHASEpurchase

PURCHASE → purchase is non-editable. You can add mappings for the remaining internal events. Available Bing Ads events include:

purchase, page_view, add_to_cart, begin_checkout, view_content

Note that Bing Ads uses lowercase snake_case event names, unlike Facebook and TikTok.

Common additional mappings:

Internal eventSuggested Bing event
PAGE_VIEWpage_view
CHECKOUT_VIEWbegin_checkout

OAuth mode

Installing @autonnel/plugin-ads with Microsoft app credentials adds a Connect with OAuth button on the Ads page. After authorization, autonnel can query ad campaign data for the connected account and perform offline conversion uploads.

To configure the plugin, see Ads overview — Installing the plugin.

Click-ID routing

The msclkid URL parameter identifies Microsoft Advertising traffic. If msclkid is present when an order is created, the purchase postback is routed to the Bing Ads adapter.

Caveats

  • Microsoft Advertising rejects offline conversion imports for events older than 90 days. If a postback retry runs after that window, it will be rejected with an error. This is stricter than Meta’s equivalent constraint.
  • Bing Ads event names are lowercase. If you create custom conversion goals in Microsoft Advertising, the event name you provide must match the goal name exactly.
  • Client-side UET tag events are not sent by autonnel. Inject the UET tag script via Settings → Scripts if you need client-side tracking.