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Referly Atlas sends your store’s events to Microsoft Ads from its servers, through the Conversions API for your UET tag. Page views, product views, carts, checkouts and purchases reach Microsoft Ads without depending on the visitor’s browser, with customer details hashed before they leave. This guide walks you through finding the two values Microsoft asks for, adding the pixel in Atlas (where the chip reads Bing), and checking that events arrive.

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Before you start

You need:
  • A store in Atlas that is set up and live. Only stores that are Running or Awaiting data send events. See Store statuses.
  • A UET tag in Microsoft Ads. Atlas sends to a tag you already have, it does not create one.
  • Conversions API access on that tag. The Conversions API for UET is a pilot: if the Use Conversions API option is missing when you edit the tag, ask Microsoft Ads support to turn it on for your account.
If this is your first pixel, read Pixels and destinations first: it explains what a pixel is in Atlas and what every pixel row shows.

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Step 1: Find your Tag ID

1

Open your UET tags

In Microsoft Ads, go to Tools, then UET tag. In the new navigation it sits under Conversions, then UET tag.
2

Copy the Tag ID

Find your tag in the list and copy the number in the Tag ID column. It is digits only, for example 123456789.
Microsoft’s own article on UET tags: help.ads.microsoft.com. The same steps sit in the Where to find it tooltip beside the field in Atlas, and the How to find it link under the field opens Microsoft’s article.

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Step 2: Copy your API token

There is no public Microsoft article for this token yet, so the steps in the Where to find it tooltip are the guide.
1

Edit your UET tag

Go to Conversions, then UET tag, and select the pencil beside your tag.
2

Turn on the Conversions API

Select Use Conversions API. If the option is missing, ask Microsoft Ads support for Conversions API access.
3

Copy the token

Copy the token Microsoft shows. It looks like a72aa7aa-aa7a-7aa-aa7a-a7a7777777a7.

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Step 3: Add the pixel in Atlas

1

Open Pixels and destinations

In the left sidebar of Atlas, open Pixels and destinations for the store, then select + Add pixel.
2

Choose Bing

In the Add your tracking pixel dialog, select the Bing chip: that is the Microsoft Ads destination. Leave Method on Add a new pixel. If another store of your business already sends to this tag, choose Use an existing pixel instead and Atlas copies its ids and keys to this store. See Use an existing pixel.
3

Paste the two values

Fill in Tag ID (digits only) and API token. Name (optional) helps you tell pixels apart when a store sends to more than one tag.
4

Choose the events to send

Under Events sent, keep or change the events Atlas pre-selected for your business type, limited to the events Microsoft Ads accepts (see the table below). See Default events by business type.
5

Save

Select Add pixel. Atlas shows the Pixel saved screen with a Data flowing badge.
Add pixel dialog with Bing selected, showing the Tag ID and API token fields for Microsoft Ads On the Pixel saved screen, use You can verify that here to send a test event straight away. Atlas answers Test event accepted with the HTTP status Microsoft returned, or shows Microsoft’s own error message so you can correct the ID or token.

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Events Atlas sends to Microsoft Ads

Add payment info and Search are not sent to Microsoft Ads. Only the events ticked under Events sent are forwarded. Orders and conversions are always evaluated; the browser events (page views, product views, carts, checkouts) are forwarded only when a pixel wants them.

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Verify that events arrive

  1. Send a test event. On the pixel row, open the row’s menu and choose Send test event. A toast confirms that Microsoft accepted the event, or shows Microsoft’s error. Test events time out after 10 seconds.
  2. Read the delivery line. The line under the pixel reads how many events reached Microsoft Ads in the last 24 hours, for example 8 sent in 24 h, or 8 sent, 2 failed in 24 h when some were rejected. A green dot means Live: events are being sent. See Pixel states.
  3. Watch Live activity. Open Live activity in the left sidebar and filter by destination to see each event’s status and Microsoft’s response. See Live activity.
More pixel actions menu on a pixel row with Send test event and Event filters

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Troubleshooting

Atlas shows Microsoft’s error next to the test. Check the Tag ID first (digits only, from the Tag ID column), then the token: Atlas never shows a saved token again, so select Edit on the row and paste a fresh one (a blank field keeps the saved value). Test events time out after 10 seconds, so a slow answer also counts as a failure: try once more.
Atlas sends only from stores that are Running or Awaiting data, only the events ticked under Events sent, and never test-mode orders. Check that the platform switch at the top of the Bing row is on, then open Live activity and read the Status column: Skipped means no consent or no identifiers Microsoft can match, Filtered means an event filter stopped it, Deduped means the same event was already sent within 48 hours. See Delivery statuses.
The Conversions API for UET is a pilot and is not switched on for every account. Ask Microsoft Ads support for Conversions API access; once it is on, edit the tag again, select Use Conversions API and copy the token. Until then Atlas cannot send to Microsoft Ads for this store.

Pixels and destinations

Add, edit, test and detach pixels on any store.

Events

What each event means and which platform calls it what.

Consent and privacy

What is hashed before it leaves and what consent Atlas needs.

Live activity

Watch every event and Microsoft’s response as they happen.
Last modified on October 23, 2026