> For the complete documentation index, see [llms.txt](https://help.littledata.io/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://help.littledata.io/integrations/microsoft-ads.md).

# Microsoft Ads

How Littledata sends server-side purchase conversions from Shopify to Microsoft Ads, and which conversion goals it creates.

Littledata's Microsoft Ads connection sends server-side purchase conversions from your Shopify store directly to Microsoft Ads, using the Microsoft Advertising offline conversions API.

Instead of relying only on the browser UET tag, which is blocked by ad blockers and degraded by browser privacy restrictions (ITP, cookie limits), Littledata sends purchase data server-to-server. This means Microsoft Ads receives purchase data regardless of how the customer's browser is configured.

#### Benefits

**More complete conversion data.** Standard client-side UET tags miss conversions when ad blockers or browser privacy features intervene. Server-side conversions don't depend on the customer's browser.

**Granular conversion types.** Four distinct conversion goals let you optimize bidding strategies for specific objectives rather than treating all purchases the same: new customer acquisition, retention, or subscription growth.

**Non-destructive setup.** Littledata creates its own conversion goals in Microsoft Ads. Your existing tracking stays in place, so you can benchmark server-side performance against your current setup before making any changes.

#### What gets sent

By default, Littledata creates four conversion goals in your Microsoft Ads account:

| Conversion name                          | Description                   |
| ---------------------------------------- | ----------------------------- |
| Purchase - Littledata                    | All purchases                 |
| New Customer Purchase - Littledata       | First-time customers only     |
| Returning Customer Purchase - Littledata | Returning customers only      |
| First Recurring Purchase - Littledata    | First subscription order only |

These are created as separate goals from any existing conversion tracking, so your current setup remains untouched.

Each conversion is matched to the ad click using the Microsoft click ID (`msclkid`) when the customer arrived from a Microsoft ad. It also includes the customer's email address and phone number, hashed with SHA256, when the order has them.

#### Browser events

Littledata also loads the Microsoft UET tag on your store. It sends page views, product views and collection views from the browser, and passes your customer's marketing consent to Microsoft. Purchases are only sent server-side.

### Related articles

* [How to connect Shopify to Microsoft Ads](https://help.littledata.io/integrations/microsoft-ads/installation)
* [How it works: Shopify to Google Ads](https://help.littledata.io/integrations/google-ads/google-ads-how-it-works)