Microsoft Advertising UET
Platform Summary
UET Conversion API and event payload contracts.
Scope
Primary execution surface: server.
Developer Source Map
| Source | Reason |
|---|---|
| learn.microsoft.com/en-us/advertising/guides/uet-conversion-api-integration | Event Contracts; Normalization Rules; User Data Contracts |
RudderStack Cross-Check
RudderStack is used here only as secondary engineering evidence for discovery and cross-check.
| Destination | Type | Link |
|---|---|---|
bingads_audience | Discovery lead | source |
Verified Contracts
Event Contracts
| Object / Event | Field | Applies To | Type | Requirement | Exact Format | Normalization | Hashing | Examples | Caveat | Primary Source | Status | Confidence |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
default | msclkid | server | string | Recommended | Capture the landing-page click ID and resend it with subsequent events. | Not clearly specified | Not clearly specified | - | Microsoft says msclkid should be captured from landing pages and included in later events. | learn.microsoft.com/en-us/advertising/guides/uet-conversion-api-integration | Verified | High |
event | customData | server | object | Optional | Event data object. | Not clearly specified | Not clearly specified | - | API schema includes customData as event data. | learn.microsoft.com/en-us/advertising/guides/uet-conversion-api-integration | Verified | High |
event | customData.eventCategory | server | string | Optional | Event category for custom conversion goals. | Not clearly specified | Not clearly specified | - | Documented in event data parameter table. | learn.microsoft.com/en-us/advertising/guides/uet-conversion-api-integration | Verified | High |
event | customData.eventLabel | server | string | Optional | Event label for custom conversion goals. | Not clearly specified | Not clearly specified | - | Documented in event data parameter table. | learn.microsoft.com/en-us/advertising/guides/uet-conversion-api-integration | Verified | High |
event | customData.eventValue | server | number | Optional | Event value for custom conversion goals. | Not clearly specified | Not clearly specified | - | Documented in event data parameter table. | learn.microsoft.com/en-us/advertising/guides/uet-conversion-api-integration | Verified | High |
event | eventTime | server | integer | Required | UNIX UTC timestamp in seconds within the last 7 days. | Not clearly specified | Not clearly specified | - | Validation errors require a valid UNIX UTC timestamp in seconds. | learn.microsoft.com/en-us/advertising/guides/uet-conversion-api-integration | Verified | High |
event | eventType | server | string | Required | Event type. | Not clearly specified | Not clearly specified | ["pageLoad","custom"] | Validation errors document allowed values pageLoad/custom. | learn.microsoft.com/en-us/advertising/guides/uet-conversion-api-integration | Verified | High |
User Data Contracts
| Object / Event | Field | Applies To | Type | Requirement | Exact Format | Normalization | Hashing | Examples | Caveat | Primary Source | Status | Confidence |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
default | em | server | string | Required | Email must be trimmed, dots removed from the user part, aliases removed, then SHA-256 hashed. | trim whitespace | SHA-256 | <sha256(alice@example.com)> | Microsoft docs spell out email normalization before hashing. | learn.microsoft.com/en-us/advertising/guides/uet-conversion-api-integration | Verified | High |
default | em (hashed) | server | string | Conditional | SHA-256 hash of normalized email | SHA-256 hash of normalized email | SHA-256 | - | Microsoft docs define em as a hashed email identifier. | learn.microsoft.com/en-us/advertising/guides/uet-conversion-api-integration | Verified | High |
default | em (plain) | server | string | Conditional | Trim whitespace, remove dots in local part, remove aliases, lowercase | lowercase; trim whitespace; remove dots; remove aliases | SHA-256 | - | Microsoft says trim, remove dots and aliases, then lowercase before SHA-256. | learn.microsoft.com/en-us/advertising/guides/uet-conversion-api-integration | Verified | High |
default | ph | server | string | Required | Phone must be normalized to E.164, then SHA-256 hashed. | E.164 | SHA-256 | <sha256(16505551234)> | Microsoft docs require E.164 format with country code before hashing. | learn.microsoft.com/en-us/advertising/guides/uet-conversion-api-integration | Verified | High |
default | ph (hashed) | server | string | Conditional | SHA-256 hash of normalized E.164 phone | E.164 | SHA-256 | - | Microsoft docs define ph as a hashed phone identifier. | learn.microsoft.com/en-us/advertising/guides/uet-conversion-api-integration | Verified | High |
default | ph (plain) | server | string | Conditional | Normalize phone to E.164 with country code | E.164; include country code | SHA-256 | - | Microsoft says phone numbers normalize to E.164 before SHA-256. | learn.microsoft.com/en-us/advertising/guides/uet-conversion-api-integration | Verified | High |
Normalization Rules
| Object / Event | Field | Applies To | Type | Requirement | Exact Format | Normalization | Hashing | Examples | Caveat | Primary Source | Status | Confidence |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
default | anonymousId | hybrid | string | Required | Use the vid-matching anonymous ID only; never send a real user ID. | Not clearly specified | Not clearly specified | - | Docs say anonymousId must match the vid from the client-side ID sync pixel. | learn.microsoft.com/en-us/advertising/guides/uet-conversion-api-integration | Verified | High |
Candidate / Needs Review Items
User Data Contracts
| Object / Event | Field | Applies To | Type | Requirement | Exact Format | Normalization | Hashing | Examples | Caveat | Primary Source | Status | Confidence |
|---|---|---|---|---|---|---|---|---|---|---|---|---|
default | externalId | server | string | Conditional | Advertiser-owned user ID; Microsoft recommends UUIDs or a hash, not PII. | Not clearly specified | Hashed (algorithm not explicitly specified) | - | Docs warn not to send real user IDs and recommend UUIDs or hashing. externalId hashing/format requirement is not strict in source text. | learn.microsoft.com/en-us/advertising/guides/uet-conversion-api-integration | Needs manual review | Medium |
Excluded Items
No excluded rows in this revision.
Last Reviewed
2026-03-30