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Do you know if it’s possible to send GA4 eCommerce events from server-side GTM to Microsoft Ads (UET) for conversion tracking, and if so, what’s the best way to set it up?

gtmteam simprosys 0 Reputation points
2025-08-25T05:26:28.0666667+00:00

Hello everyone,

I need some help understanding how to implement Microsoft Ads conversion tracking with server-side GTM.

Currently, we’re using client-side tracking with the UET tag, but we want to move everything to server-side tracking. In sGTM, I don’t see a UET tag template—only the Microsoft Ads Conversion Event tag appears in the gallery.

Here’s our setup:

  • We are sending eCommerce GA4 events to our sGTM server.

Those events are being claimed with a GA4 client.

From sGTM, I’d like to forward the conversion data into Microsoft Ads.

My questions are:

Is it possible to implement Microsoft Ads tracking purely via server-side GTM?

If yes, what’s the correct approach or steps I should follow?

Thanks in advance for your guidance!

Microsoft Advertising API
Microsoft Advertising API
A Microsoft API that provides programmatic access to Microsoft Advertising to manage large campaigns or to integrate your marketing with other in-house systems.
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  1. MS Advertising - Arsen 75 Reputation points Microsoft External Staff Moderator
    2025-08-25T08:31:06.1266667+00:00

    Hi Gtmteam Simprosys,

    Thank you for using our Microsoft Advertising Learn Q&A Platform! 

    Thanks for reaching out! I understand you're looking to transition your Microsoft Ads conversion tracking from client-side to server-side using Google Tag Manager (sGTM). You're on the right track, and I’m happy to guide you through the process.

    Microsoft Ads conversion tracking can be implemented via sGTM. While the traditional UET tag isn’t available in server-side containers, Microsoft provides a Microsoft Ads Conversion Event tag template specifically designed for server-side use.

    These are the recommended Implementation steps:

    1. Create a Conversion Goal in Microsoft Ads
      • Navigate to Tools > Conversion Goals in your Microsoft Ads account.
      • Set up a new goal (e.g., Purchase, Lead).
      • Choose Event-based tracking and note the Conversion Goal ID and UET Tag ID.
    2. Send GA4 Events to sGTM
      • It sounds like you’ve already configured GA4 events (like purchase) to flow into your sGTM server via the GA4 client—perfect!
    3. Configure the Microsoft Ads Conversion Event Tag
      • In sGTM, use the Microsoft Ads Conversion Event tag template.
      • Input the Conversion Goal ID and UET Tag ID.
      • Map relevant event parameters (e.g., revenue, currency, transaction ID) using sGTM variables.
    4. Set Up Triggers
      • Create triggers based on GA4 events (e.g., purchase) and attach them to the Microsoft Ads tag.
    5. Test Your Setup
      • Use the UET Tag Helper Chrome extension to verify conversions.
      • Confirm data is flowing correctly in the Conversion Goals section of your Microsoft Ads account.

    Additional Notes:

    • Consent Mode: Ensure user consent is respected before firing conversion tags.
    • Attribution: Server-side tracking may impact attribution models due to limited access to browser-level identifiers.
    • Remarketing: The server-side tag supports conversions only. If you need remarketing or audience building, consider keeping a lightweight client-side UET tag for page views.

    I hope the information provided here will at least partly answer your question.  If you have any additional questions, please do not hesitate to reach out to our support. I have also sent you a private message asking for further details. You are more than welcome to respond if you have further questions.

    Kind regards,

    Arsen D. | Microsoft Advertising Support Specialist | 800-518-5689 

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