Search Engine Land reported that Microsoft Advertising released beta documentation for a new Conversions API, a server-side channel that lets advertisers send conversion data and customer interaction signals from their own systems into the platform through a single connection. Access remains limited to accounts included in the beta program.
Microsoft positions the API as a companion to Universal Event Tracking, its existing browser-based tag, not a substitute for it. UET keeps capturing activity inside the browser, while the new API adds a server-to-server path for sending event data when browser signals are missing or restricted.
The documentation lists several use cases: online and offline event tracking, broader attribution coverage, and reduced dependence on browser-only measurement. Running both systems together, Microsoft says, gives advertisers fuller coverage than either method alone.
Setting up server-side sending takes real engineering time, unlike dropping in a tag. Other major ad platforms already lean on server-side APIs to recover signal that browser restrictions strip away, so this release closes a measurement gap for Microsoft rather than opening a new one.
Search Engine Land’s Anu Adegbola reported on the beta documentation on August 18, 2026.
