In this article

01 Keep the browser tag and add the sales records

02 Check what happens when a customer says no

Microsoft Ads can receive sales and lead records directly from your business systems through its Conversions API, which is now generally available. The connection gives advertisers another way to measure activity that browser tracking can miss.

In its October 28 announcement , Microsoft says the service connects websites, apps, customer databases and in-store payment systems to its advertising platform. You can set it up directly, through Google Tag Manager or with an integration partner.

Microsoft's diagram shows the additional data sources supported by Conversions API. Image: Microsoft

That opens a path for records your business already holds, such as a shop transaction or a lead that becomes a sale in your customer database. Those records can help fill gaps between what your business sold and what your ads report.

In-store sales are one of the supported data sources.…