How to Set Up Bing as Server-Side Destination

Follow the step-by-step guide to launching your Bing (Microsoft Ads) server-side integration through Elevar.


Before you can enable your Bing (Microsoft Ads) Server-Side Destination, you will need to:

Step 1: Add Microsoft Advertising as a Destination

  1. In your Elevar App, navigate to My Tracking > Select Add Destination
  1. Find and select Microsoft Advertising
  1. You'll be taken to an Overview Page, select Get Started

Step 2: Configure Settings

Add in your UET ID. How do I find this?

Step 4: Create an Event-based Conversion Goal in Microsoft Ads

Before we send data to Microsoft Ads, we'll need to ensure that Microsoft is able to receive this information. To do that, we'll set up event-based conversion goals.

In the below instructions, we'll walk you through creating a conversion goal for your Purchase event. If you'd like to also send Add to Cart events to Bing, repeat this step but choose an Event Action/Category that better matches the event (e.g. Action = AddToCart, & Category = ecommerce).

In Microsoft Ads, go to Tools > _Conversion Goals.

Click Create Conversion Goal.

For Conversion Goal, select Website.

For Conversion Goal Type, select Purchase > then Event.

In the Conversion Goal Details, title your goal Purchase or some variation > Set revenue = conversion action value may vary.


The value under "revenue" can be either 0 or 1 depending on what you'd like to send when there's no revenue.

Under Install event tag Select Manual installation and click Next

Under Set Up Tagging, select Yes > Select Save & Next.

On the Install event tag page, under Custom event parameters add an Action of "purchase" and a Category of "checkout".

Under When do you want to track this event, select Track event on inline action.

Select Save & next

Step 4: Select your Events

By default, we've already selected the standard recommended events for you! Most likely, you won't need to adjust anything.

You will need to add an event Action and Category to each event you enable. These values should exactly match the Action and Category values you used when creating your event-based conversion goals in Step 3.

Select Save & Continue to continue to the next step.

Step 5: If applicable, Enable Consent Mode

If consent is required, follow these steps to enable consent mode & select your consent categories.

If consent is not required, select Save & Continue.

Step 6: Block Transactions

This step allows you to control exactly what purchase events are sent to Bing. You can block orders based on Source Channel Names, Order Tags, Order Gateways or Customer tags. [Learn More]

Step 7: Configure Subscription Settings

Do you sell subscription products? If you do, you can choose to send first-time orders only or first-time + recurring orders to your marketing destination

Step 8: Go Live

Select Go Live on the Overview Page to launch your new Bing tracking.

Step 9: Remove Previous Tracking

To avoid duplicate tracking, remove your previous conversion scripts for Purchase and Add to Cart events.

IMPORTANT: Keep your UET Tag that fires on all pages in place. Removing this tracking will result in issues with your Bing Tracking.