# Ads Copilot

> Set up conversion measurement for ads that may serve in Microsoft Copilot through Microsoft Advertising UET and Conversions API. Use when checking Copilot eligibility, mapping UET goals, capturing msclkid, or deciding whether a Copilot-specific adapter exists.

- Skill: `pooriaarab/ads-copilot` (Agent Skill)
- Install (CLI): `npx skillmds@latest add pooriaarab/ads-copilot`
- Raw SKILL.md: https://api.skillmd.com/api/skills/pooriaarab/ads-copilot/raw
- Safety review: pending
- Works with: Claude Code, Claude.ai, OpenAI Codex
- Category: Integrations & APIs
- Author: pooriaarab (https://skillmd.com/u/pooriaarab)
- Updated: 2026-09-17
- Page: https://skillmd.com/skills/pooriaarab/ads-copilot

---


# Microsoft Copilot Ads

The official Copilot page describes ads in Copilot as ads served from eligible
Microsoft Advertising campaigns. Microsoft says eligible campaigns and ad types
are automatically opted in, ads are not guaranteed to serve, and
Copilot-specific metrics are not currently available. [About ads in Copilot](https://learn.microsoft.com/en-us/advertising/msa-help/hlp_ba_conc_adsforcopilot)

There is no documented Copilot-specific ads API, conversions API, browser tag,
token, or click ID in the official Copilot documentation checked here. Microsoft
says Copilot-specific metrics are not currently available, so do not design for
a separate Copilot report. Use the parent Microsoft Advertising APIs and UET
surfaces. The parent platform documents a Campaign Management API and a UET
Conversions API. [About ads in Copilot](https://learn.microsoft.com/en-us/advertising/msa-help/hlp_ba_conc_adsforcopilot), [Campaign Management API](https://learn.microsoft.com/en-us/advertising/campaign-management-service/campaign-management-service-reference?view=bingads-13), [Conversions API](https://learn.microsoft.com/en-us/advertising/guides/uet-conversion-api-integration?view=bingads-13)

Use [ad-conversion-hub](../ad-conversion-hub/SKILL.md) for the canonical event
envelope, consent gate, identity rules, retry policy, and adapter contract.
Pair it with [ad-experiments](../ad-experiments/SKILL.md) for one-audience tests,
seed sizing, and PII-export authorization.

## Account and access

Microsoft Advertising has a self-serve account route. Microsoft’s API FAQ says
to sign up for a Microsoft Advertising account, then obtain a developer token
through the Developer Portal. [Microsoft Advertising API FAQ](https://learn.microsoft.com/en-us/advertising/guides/faq?view=bingads-13)

Copilot does not have a separate signup flow in the official Copilot page.
Create or use the Microsoft Advertising account, then check whether the
campaign and ad type is eligible to serve in Copilot. Eligible campaign and ad
types are automatically opted in; advertisers cannot opt out. [About ads in Copilot](https://learn.microsoft.com/en-us/advertising/msa-help/hlp_ba_conc_adsforcopilot)

The parent Campaign Management API can add, get, update, and delete campaign
data. That API is the documented automation surface for Microsoft Advertising,
not a Copilot-specific API. [Campaign Management API](https://learn.microsoft.com/en-us/advertising/campaign-management-service/campaign-management-service-reference?view=bingads-13)

Microsoft Advertising API calls use OAuth. Requests use an OAuth access token,
the `DeveloperToken` header, and account identifiers when the operation needs
them. [Make your first API call](https://learn.microsoft.com/en-us/advertising/guides/authentication-oauth-quick-start?view=bingads-13)

The Microsoft OAuth scope for Bing Ads API access is
`https://ads.microsoft.com/msads.manage`. Access tokens expire, and clients
must use the documented refresh-token flow. [Get access and refresh tokens](https://learn.microsoft.com/en-us/advertising/guides/authentication-oauth-get-tokens?view=bingads-13)

Store tokens in the server secret store under local names.

## Client-side UET

UET is the Microsoft Advertising tag for website activity. Microsoft says to
create a UET tag and add its tracking code to every page before using
conversion tracking or remarketing. [Universal Event Tracking](https://learn.microsoft.com/en-us/advertising/guides/universal-event-tracking?view=bingads-13)

Use the tracking code generated by Microsoft Advertising. Put it in the
site-wide layout so eligible pages receive it. Do not create a Copilot pixel
ID or load an unofficial Copilot script. Microsoft’s UET guide documents one
UET tag for multiple conversion goals and remarketing lists. [Universal Event Tracking](https://learn.microsoft.com/en-us/advertising/guides/universal-event-tracking?view=bingads-13)

UET is not required to be a Copilot-specific tag. The same parent-platform UET
tag can support Microsoft Advertising conversion goals and CAPI events when
the tag and goal configuration match. [Conversions API](https://learn.microsoft.com/en-us/advertising/guides/uet-conversion-api-integration?view=bingads-13)

## Rule setup and event mapping

Create a Microsoft Advertising conversion goal for each action that the
campaign should optimize or report. An `EventGoal` counts a specified website
action and matches expressions for action, category, label, or value. [EventGoal data object](https://learn.microsoft.com/en-us/advertising/campaign-management-service/eventgoal?view=bingads-13)

The table uses hub names as adapter labels. Microsoft does not prescribe these
names. Set the goal’s action expression to the exact `eventName` sent for a
custom event. [Conversions API](https://learn.microsoft.com/en-us/advertising/guides/uet-conversion-api-integration?view=bingads-13), [EventGoal data object](https://learn.microsoft.com/en-us/advertising/campaign-management-service/eventgoal?view=bingads-13)

| Hub event | Microsoft event | Implementation rule |
| --- | --- | --- |
| `page_view` | `eventType: "pageLoad"` | Send one page-load event per page view or SPA navigation. |
| `view_content` | `eventType: "custom"`, `eventName: "view_content"` | Create an EventGoal only if this action matters. |
| `lead` | `eventType: "custom"`, `eventName: "lead"` | Send after the lead is accepted by your system. |
| `signup` | `eventType: "custom"`, `eventName: "signup"` | Send after account creation succeeds. |
| `begin_checkout` | `eventType: "custom"`, `eventName: "begin_checkout"` | Send when checkout begins. |
| `purchase` | `eventType: "custom"`, `eventName: "purchase"` | Send after the payment provider confirms the charge. |
| `subscription_start` | `eventType: "custom"`, `eventName: "subscription_start"` | Send after the paid subscription activates. |
| `refund` | No new conversion event | Reconcile payment truth in the hub. Do not turn a refund into a purchase. |

For a custom event, use the documented `eventType`, `eventId`, `eventName`,
`eventTime`, `userData`, and `customData` fields. Use `eventCategory`,
`eventLabel`, `eventValue`, `transactionId`, `value`, and `currency` only when
the goal or reporting use case needs them. [Conversions API payload reference](https://learn.microsoft.com/en-us/advertising/guides/uet-conversion-api-integration?view=bingads-13)

Use the same `pageLoadId` when a custom event belongs to a page-load event.
Microsoft documents `pageLoadId` as the link between the page context and its
custom events. [Conversions API data schema](https://learn.microsoft.com/en-us/advertising/guides/uet-conversion-api-integration?view=bingads-13)

## Server-side Conversions API

Microsoft Advertising has a real server-side Conversions API. It accepts
website, CRM, offline, and mobile event data through the Microsoft Advertising
UET measurement system. This is a parent-platform CAPI, not a Copilot-specific
conversion endpoint. [Conversions API](https://learn.microsoft.com/en-us/advertising/guides/uet-conversion-api-integration?view=bingads-13)

Microsoft documents token retrieval in the Microsoft Advertising UI and through
an API operation. The API operation warns that the feature is not available to
everyone yet. Use the UI route when it is present, and do not enable this
adapter until the account exposes a documented token flow. [Conversions API](https://learn.microsoft.com/en-us/advertising/guides/uet-conversion-api-integration?view=bingads-13), [GetUetTagAuthKey](https://learn.microsoft.com/en-us/advertising/campaign-management-service/getuettagauthkey?view=bingads-13)

Microsoft documents this direct endpoint:

```http
POST https://capi.uet.microsoft.com/v1/{tagId}/events
Authorization: Bearer <MICROSOFT_ADS_UET_CAPI_TOKEN>
Content-Type: application/json
```

The URL contains the UET `tagId`. The bearer token is the authorization token
for that UET tag. Microsoft documents HTTP 200 for a successful request and
HTTP 400 or 401 for errors. [Conversions API endpoint](https://learn.microsoft.com/en-us/advertising/guides/uet-conversion-api-integration?view=bingads-13)

Send the canonical event in the documented request shape:

```json
{
  "data": [
    {
      "eventType": "custom",
      "eventId": "<CANONICAL_EVENT_ID>",
      "eventName": "purchase",
      "eventTime": 1788091200,
      "userData": {
        "anonymousId": "<ANONYMOUS_ID>",
        "msclkid": "<MSCLKID>",
        "em": "<SHA256_EMAIL_HEX>"
      },
      "customData": {
        "transactionId": "<PAYMENT_TRANSACTION_ID>",
        "value": 25.00,
        "currency": "USD"
      }
    }
  ]
}
```

`data` is the required list of events. `eventType` is `pageLoad` or `custom`.
`eventTime` is Unix epoch UTC seconds and must be within the last seven days.
`eventId` supports deduplication, and `eventName` identifies a custom action.
`userData` carries matching identifiers, while `customData` carries conversion
and business fields. [Conversions API core schema](https://learn.microsoft.com/en-us/advertising/guides/uet-conversion-api-integration?view=bingads-13)

Send events in real time when possible. Microsoft allows individual events or
batches, with a maximum of 1,000 events per batch. Use the hub’s bounded retry
and dead-letter policy. [Conversions API validation](https://learn.microsoft.com/en-us/advertising/guides/uet-conversion-api-integration?view=bingads-13)

By default, one invalid event makes the whole batch fail. Set
`continueOnValidationError` to `true` only when the caller can reconcile the
valid events and the rejected events. Microsoft documents HTTP 200 when at
least one event remains valid and HTTP 400 when none are valid. [Conversions API validation](https://learn.microsoft.com/en-us/advertising/guides/uet-conversion-api-integration?view=bingads-13)

## Identity and consent

Pass at least one supported identifier in `userData`. Microsoft lists
`anonymousId`, `externalId`, `msclkid`, hashed email `em`, hashed phone `ph`,
`idfa`, and `gaid` among the supported identifiers. [Conversions API user data](https://learn.microsoft.com/en-us/advertising/guides/uet-conversion-api-integration?view=bingads-13)

Require the hub’s `measurement: true` before sending Microsoft event data.
Require `ad_user_data: true` before deriving or sending hashed email, hashed
phone, external IDs, IP address, or other ad-user data. The hub owns that
consent decision. [ad-conversion-hub](../ad-conversion-hub/SKILL.md)

Microsoft’s CAPI default treats events as consent granted. Send explicit
`adStorageConsent: "G"` for granted or `"D"` for denied. Microsoft says denied
events are not used for advertising purposes, including conversion attribution
and retargeting. [Conversions API consent signals](https://learn.microsoft.com/en-us/advertising/guides/uet-conversion-api-integration?view=bingads-13)

Normalize identifiers before hashing. For email, trim surrounding whitespace,
remove dots from the user part, remove a `+alias`, lowercase the full address,
then apply SHA-256 and send lowercase hexadecimal text. For phone, normalize to
E.164 with country code, then apply SHA-256 and send lowercase hexadecimal
text. [Conversions API hashed identifiers](https://learn.microsoft.com/en-us/advertising/guides/uet-conversion-api-integration?view=bingads-13)

Do not send raw email addresses, raw phone numbers, or real user IDs. Microsoft
recommends a new UUID or a hash for user IDs. Send `clientUserAgent` and
`clientIpAddress` only when permitted by the hub’s consent and privacy rules.
[Conversions API user data](https://learn.microsoft.com/en-us/advertising/guides/uet-conversion-api-integration?view=bingads-13)

## Click ID and first-party cookie

Microsoft’s click identifier is `msclkid`. With auto-tagging enabled, Microsoft
Advertising appends it to the landing URL after an ad click. Capture it on the
first request, store the most recent value in first-party storage or a
server-side store, and overwrite it when a newer value arrives. [Conversions API MSCLKID](https://learn.microsoft.com/en-us/advertising/guides/uet-conversion-api-integration?view=bingads-13)

Microsoft suggests retaining the most recent `msclkid` for 90 days and documents
it as a UUID. Treat 90 days as Microsoft’s suggestion, not a guarantee that a
Copilot placement will receive attribution. [Conversions API MSCLKID](https://learn.microsoft.com/en-us/advertising/guides/uet-conversion-api-integration?view=bingads-13)

Microsoft does not document a Copilot-owned click parameter or cookie name.
Do not create `copilot_click_id`, `copilot_id`, or another vendor-looking name.
Use the literal `msclkid` field in CAPI and your own first-party storage key.
[About ads in Copilot](https://learn.microsoft.com/en-us/advertising/msa-help/hlp_ba_conc_adsforcopilot), [Conversions API](https://learn.microsoft.com/en-us/advertising/guides/uet-conversion-api-integration?view=bingads-13)

## ID Sync and visitor identity

Microsoft documents an optional authenticated or anonymous visitor mapping for
server-side events. Its client-side ID Sync uses `Red3`, `VID`, and optional
`UID` parameters at `https://c.bing.com/c.gif`; `Red3` uses the format
`BACID_<CID>`, and `VID` should be an anonymous visitor ID. [Conversions API ID Sync](https://learn.microsoft.com/en-us/advertising/guides/uet-conversion-api-integration?view=bingads-13)

The `anonymousId` sent in CAPI should match the `VID` sent by ID Sync. Microsoft
requires ID Sync for audience creation, remarketing, and dynamic remarketing,
and recommends it for conversion measurement quality. [Conversions API ID Sync](https://learn.microsoft.com/en-us/advertising/guides/uet-conversion-api-integration?view=bingads-13)

## Deduplication

When UET JavaScript and CAPI send the same conversion, use the same UET tag,
stable event ID, and compatible event name. Microsoft documents the shared
`eventId` as the deduplication value. [Conversions API deduplication](https://learn.microsoft.com/en-us/advertising/guides/uet-conversion-api-integration?view=bingads-13)

The browser UET event example uses `event_id`; the CAPI object uses `eventId`.
Use the same hub `event_id` value in both representations:

```js
window.uetq.push("event", "purchase", {
  event_id: canonicalEvent.event_id,
});
```

```json
{
  "eventType": "custom",
  "eventId": "<same canonical event ID>",
  "eventName": "purchase"
}
```

This protects against double counting when both delivery paths report one
conversion. It does not create a Copilot-specific attribution report.
[Conversions API deduplication](https://learn.microsoft.com/en-us/advertising/guides/uet-conversion-api-integration?view=bingads-13), [About ads in Copilot](https://learn.microsoft.com/en-us/advertising/msa-help/hlp_ba_conc_adsforcopilot)

## Microsoft Advertising settings that override code

- The UET tag must be attached to the conversion goal. The goal’s event
  expressions must match the values sent by UET or CAPI. [EventGoal data object](https://learn.microsoft.com/en-us/advertising/campaign-management-service/eventgoal?view=bingads-13)
- Adding or updating a conversion goal through the Microsoft Advertising web
  application or Campaign Management API enables MSCLKID auto-tagging for the
  relevant account scope. [EventGoal data object](https://learn.microsoft.com/en-us/advertising/campaign-management-service/eventgoal?view=bingads-13)
- The CAPI token belongs to a UET tag. Use the tag that corresponds to the goal
  and event you measure. [Conversions API authorization](https://learn.microsoft.com/en-us/advertising/guides/uet-conversion-api-integration?view=bingads-13)
- Eligible campaign and ad types are automatically opted into Copilot, and
  advertisers cannot opt out. There is no guarantee that an eligible ad serves.
  [About ads in Copilot](https://learn.microsoft.com/en-us/advertising/msa-help/hlp_ba_conc_adsforcopilot)
- Negative keyword matching applies to Copilot in the same way as web searches
  on the Microsoft Advertising Network. [About ads in Copilot](https://learn.microsoft.com/en-us/advertising/msa-help/hlp_ba_conc_adsforcopilot)

## Verification

1. **Request proof:** record the redacted CAPI response, HTTP status, canonical
   event ID, UET tag ID, consent value, and dispatch record.
2. **Schema proof:** check the response for validation errors and warnings.
   Microsoft distinguishes invalid required fields from warnings that remove an
   optional field. [Conversions API validation](https://learn.microsoft.com/en-us/advertising/guides/uet-conversion-api-integration?view=bingads-13)
3. **Reporting proof:** use the Microsoft Advertising conversion-goal and
   Reporting surfaces. Microsoft documents Reporting API reports, but says it
   does not currently support specific metrics for ads served in Copilot. [Reporting API guides](https://learn.microsoft.com/en-us/advertising/guides/reporting-guides?view=bingads-13), [About ads in Copilot](https://learn.microsoft.com/en-us/advertising/msa-help/hlp_ba_conc_adsforcopilot)
4. **Business proof:** reconcile purchases and refunds with the payment
   provider. Treat a successful CAPI request as delivery evidence, not proof of
   Copilot attribution.

Microsoft’s API FAQ says clicks can take up to two hours and conversions up to
three hours to become available for reporting. [Microsoft Advertising API FAQ](https://learn.microsoft.com/en-us/advertising/guides/faq?view=bingads-13)

## Common pitfalls and security

- Treating Copilot as a separate advertiser API or expecting a Copilot token.
  Use Microsoft Advertising account, UET, CAPI, and Reporting surfaces. [About ads in Copilot](https://learn.microsoft.com/en-us/advertising/msa-help/hlp_ba_conc_adsforcopilot), [Conversions API](https://learn.microsoft.com/en-us/advertising/guides/uet-conversion-api-integration?view=bingads-13)
- Sending `eventTime` in milliseconds. Microsoft requires Unix epoch seconds
  and accepts events only within the last seven days. [Conversions API core schema](https://learn.microsoft.com/en-us/advertising/guides/uet-conversion-api-integration?view=bingads-13)
- Sending `event_id` in the server payload. CAPI uses `eventId`; the browser
  UET example uses `event_id`. [Conversions API deduplication](https://learn.microsoft.com/en-us/advertising/guides/uet-conversion-api-integration?view=bingads-13)
- Sending raw identifiers or hashing without consent. Use the hub gate and the
  Microsoft normalization rules. [Conversions API hashed identifiers](https://learn.microsoft.com/en-us/advertising/guides/uet-conversion-api-integration?view=bingads-13)
- Assuming 90-day `msclkid` retention guarantees Copilot attribution. Microsoft
  calls 90 days a suggested retention period. [Conversions API MSCLKID](https://learn.microsoft.com/en-us/advertising/guides/uet-conversion-api-integration?view=bingads-13)
- Treating the absence of a Copilot metric as zero conversions. Microsoft says
  Copilot-specific metrics are not currently supported. [About ads in Copilot](https://learn.microsoft.com/en-us/advertising/msa-help/hlp_ba_conc_adsforcopilot)
- Putting developer tokens, OAuth secrets, refresh tokens, or UET CAPI tokens
  in browser bundles, URLs, logs, screenshots, or commits. Store them in the
  server secret store and redact them from diagnostics. Microsoft’s OAuth guide
  requires secure handling of access and refresh tokens. [Get access and refresh tokens](https://learn.microsoft.com/en-us/advertising/guides/authentication-oauth-get-tokens?view=bingads-13)
- Letting unavailable CAPI access block checkout. Keep the canonical event in
  the hub and return a logged `skipped` result when the Microsoft capability is
  unavailable. [ad-conversion-hub](../ad-conversion-hub/SKILL.md)

## Official sources checked (2026-08-31)

- [About ads in Copilot](https://learn.microsoft.com/en-us/advertising/msa-help/hlp_ba_conc_adsforcopilot)
- [Universal Event Tracking](https://learn.microsoft.com/en-us/advertising/guides/universal-event-tracking?view=bingads-13)
- [Conversions API](https://learn.microsoft.com/en-us/advertising/guides/uet-conversion-api-integration?view=bingads-13)
- [EventGoal data object](https://learn.microsoft.com/en-us/advertising/campaign-management-service/eventgoal?view=bingads-13)
- [Campaign Management API](https://learn.microsoft.com/en-us/advertising/campaign-management-service/campaign-management-service-reference?view=bingads-13)
- [OAuth authentication](https://learn.microsoft.com/en-us/advertising/guides/authentication-oauth?view=bingads-13) · [OAuth tokens](https://learn.microsoft.com/en-us/advertising/guides/authentication-oauth-get-tokens?view=bingads-13)
- [Reporting API guides](https://learn.microsoft.com/en-us/advertising/guides/reporting-guides?view=bingads-13) · [API FAQ](https://learn.microsoft.com/en-us/advertising/guides/faq?view=bingads-13)