@Dan I’m currently using the ‘normal’ client-side UET tag in Web GTM to track ecommerce events. I’d like to move this tag to server-side GTM container to get all the benefits from server-side tagging such as improving page load speed.
Unfortunately, I can’t find a Microsoft Ads tag in the server-side GTM tag gallery and I can’t find anything on this topic on the internet.
My questions are:
Is it possible to track events using server-side Google Tag Manager?
If not, is there a workaround (using a custom tag template for example) to send events from server to Microsoft?
Microsoft doesn’t have official support for the conversion api so there is no way to configure this fully via server side. I think this will be realised sooner or later, but right now it’s not.
The tag you posted seems to just emulate the web tag running on the server. I doubt it will work well, but I haven’t used it so I can’t say for sure.
From the server, you can set up to send conversions to Bing in offline conversions format only:
The problem here is that offline conversions don’t support view-through attribution. So if you are actively using this attribution format and you want to send online conversions through the server - I would not recommend it, as this will cause server conversions to be less than web conversions.
If view-through attribution is not used - then this is a good way to do it.
Hey guys, is anyone already using the server-side UET Tag Beta with the Conversion API? Also, does anyone know when it’s expected to be released publicly?
hey @Paul_Gerlee the tests have been overwhelmingly positive (so far). I don’t want to say there were no issues, but anything that popped-up was addressed quick enough by Microsoft, so I personally expect a smooth launch in Q1
Yeah, unfortunately Microsoft Ads still feels behind here compared to Meta or Google.
Right now there’s no proper Microsoft/Bing Conversion API with official server-side GTM support, so you can’t really move the full UET setup completely server-side the same way you would with GA4 or Meta CAPI.
The workaround most people use is:
keep the normal browser-side UET tag for attribution/cookies
optionally send conversions server-side as offline conversions
But offline conversions are limited and don’t fully behave the same as regular UET tracking, especially for things like view-through attribution.
So at the moment, the “best” setup is usually hybrid rather than fully server-side. Hopefully Microsoft eventually releases proper server-side support because this question comes up a lot lately.
