Microsoft Advertising opens Conversions API: checks before connecting
The October 28 announcement and a practical event worksheet: separate a submitted form, a qualified lead and an approved business result.
On October 28, 2026, Microsoft announced general availability of Conversions API. Teams sending advertising outcomes from servers can now review their integration readiness.
What the documentation highlights
Microsoft specifies aligned identifiers when UET and CAPI deliver the same event, to support deduplication. Request acceptance alone does not prove correct conversion reporting. Primary sources are linked below.
A worksheet before testing
The following is our editorial method, not a dashboard walkthrough. Start with one event and record its name, actual occurrence, source system, owner, acceptance condition, reconciliation method and error action. For example, a submitted form and a lead checked by a manager need different definitions. Do not label both as sales.
Give the developer an anonymized sample record and the expected outcome. Confirm account and connection availability, permitted data and consent. Preserve the original measurement configuration and name a rollback owner. Avoid changing the integration, bids and landing page together: it would make discrepancies harder to diagnose.
Illustrative check 1: repeated delivery
Assume one test lead travels through browser and server routes. Create a log: synthetic lead reference → time → route → validation result. Ask the developer to trace repeat delivery of that event. Acceptance: one business lead remains one, and the log explains the repetition. If reporting rises solely because of retries, stop expanding the test. This is a proposed check, not a customer case study.
Illustrative check 2: a rejected lead
Assume the form is received but a manager identifies a duplicate. Record the original event and final status separately. Reconcile the exact event selected as the advertising goal. Acceptance: the report does not present a rejected lead as an approved sale. If correction rules are unresolved, do not upload historical records in bulk; agree the process with the data owner first.
Using this alongside AffiliateCore
In AffiliateCore, compare campaign outcomes with its terms and conversion statuses. A Microsoft report does not replace approval of an affiliate result. This article does not announce a built-in Microsoft CAPI integration with AffiliateCore. Open the publisher account for your current campaign and prepare a discrepancy list without personal data.
Sources and limits
Checked October 29, 2026. An announcement does not establish availability of every advertising product in every country. Examples are hypothetical; no revenue or measurement improvement is guaranteed.