Microsoft Ads

Littledata's Microsoft Ads connection sends server-side purchase conversions from your Shopify store directly to Microsoft Ads via the Universal Event Tracking (UET) API.

Instead of relying on client-side UET tags, which are blocked by ad blockers and degraded by browser privacy restrictions (ITP, cookie limits), Littledata sends conversion data server-to-server. This means Microsoft Ads receives accurate 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. In beta testing, Littledata's server-side connection captured a median 39% more conversions than standard UET tracking.

Granular conversion types. Four distinct conversion goals let you optimise 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

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.

Custom parameters

The following parameters are included with every conversion event sent to Microsoft Ads.

Parameter	Description
market_handle	The handle of the Shopify Market for this event. Fixed as unassigned\_market for orders not attributed to a market.
market_id	The internal Shopify Market ID for this event. Fixed as 0 for orders not attributed to a market.

Market parameters in Littledata events

All conversion events sent to Microsoft Ads include the Shopify Market handle by default. This allows you to analyse purchase performance by Shopify market — for example, understanding which markets are driving new customer conversions versus returning ones, or adjusting bidding strategies for specific regions. This requires Shopify Markets to be active on your store, but does not require any per-market destination configuration within Littledata.