Send PostHog conversion events to Microsoft Ads

IMPORTANT: This is an experimental destination using Microsoft's Conversions API (CAPI), which we do not currently provide official support for. CAPI is currently in pilot, and you'll need to contact your Microsoft Advertising account manager to enable it on your account.

You'll also need access to the relevant Microsoft Advertising account.

Installation

1. In PostHog, click the Data pipeline tab in the left sidebar.

2. Click the Destinations tab.

3. Search for Microsoft Ads Conversions and click + Create.

4. Get your UET Tag ID from Microsoft Advertising:

   1. Log in to Microsoft Advertising.
   2. Go to Tools > UET tag.
   3. Copy the Tag ID for your UET tag.

5. Get your Conversions API token:

   1. In Microsoft Advertising, select your UET tag.
   2. Click Use Conversions API (you may need to contact your account manager to enable this pilot feature).
   3. Generate and copy the API token.

6. Back in PostHog, enter your UET Tag ID and Conversions API token in the destination configuration.

7. Configure your event mapping:

   • Event name (required) – must match the event name configured on your conversion goal in Microsoft Advertising
   • Microsoft Click ID – automatically uses msclkid from person properties for attribution
   • Event time – defaults to the event timestamp (must be within the last seven days)
   • Event ID – used for deduplication against UET tag events
   • Conversion value and Currency – for revenue tracking
   • Email and Phone – for enhanced conversions (automatically SHA-256 hashed)

8. Set up your event and property filters to remove unnecessary events. You only want to send events that are conversions. Filter out unrelated events or ones missing data like msclkid.

9. Press Create & enable, test your destination, and then watch your conversions get sent to Microsoft Ads.

# Create a new destination
curl --location 'https://us.i.posthog.com/api/environments/:project_id/hog_functions' \
--header 'Content-Type: application/json' \
--header 'Authorization: Bearer <POSTHOG_PERSONAL_API_KEY>' \
--data '{
    "type": "destination",
    "name": "Microsoft Ads Conversions",
    "inputs": {
        "tagId": {
            "value": ""
        },
        "apiToken": {
            "value": ""
        }
    },
    "enabled": true,
    "template_id": "template-microsoft-ads"
}'