Microsoft is giving advertisers a caller server-side action for sending conversion information straight to its advertizing platform, reducing their dependence connected browser-based tracking.
What’s happening. Microsoft Advertising has published caller archiving for its Conversions API (CAPI), a server-side measurement solution presently successful beta.
CAPI lets advertisers nonstop conversion and customer relationship information straight from their ain systems to Microsoft Advertising done a azygous connection.
The details. Microsoft says the Conversions API tin support aggregate measurement scenarios, including online and offline events.
The imaginable benefits include:
- Improving conversion measurement accuracy.
- Increasing attribution coverage.
- Sending some online and offline conversion events.
- Reducing reliance connected browser-only search methods.
- Supporting aggregate measurement usage cases done 1 server-side integration.
How it works. Microsoft recommends utilizing CAPI alongside Universal Event Tracking (UET) alternatively than treating it arsenic a replacement.
UET continues to seizure activity successful the browser, while CAPI provides a server-to-server relationship for sending arena information straight to Microsoft Advertising.
Using the 2 together tin springiness advertisers much complete measurement sum erstwhile browser signals are unavailable aliases limited.
Why we care. CAPI gives Microsoft advertisers different measurement to sphere conversion signals and link online advertizing pinch actions that hap extracurricular the browser, including offline events. For advertisers already investing successful server-side measurement crossed different advertisement platforms, Microsoft’s solution could besides make it easier to build a much accordant measurement strategy crossed channels.
Yes, but. CAPI remains successful beta and isn’t disposable to each Microsoft Advertising relationship yet.
Advertisers will besides request the method resources to found and support a server-side integration, making implementation much progressive than simply installing a browser tag.
The large picture. Microsoft is pursuing the broader advertizing industry’s displacement toward combining browser and server-side signals alternatively than relying exclusively connected search pixels.
The caller documentation shows that server-side measurement is moving from an precocious implementation action toward a modular portion of advertisers’ measurement stacks.
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