Sonar Optimize: Data Enrichment for Microsoft Ads

With Sonar Optimize, Triple Whale integrates directly with Microsoft Ads to automatically send enriched, first-party data via the Microsoft Conversions API (CAPI). Connect Sonar Optimize to your Microsoft Ads account and its UET tag to get a complete picture of the customers, interactions, and web conversions on your website. Follow this guide to track relevant conversions from your store and optimize your Microsoft Ads campaigns based on real-time data.

Note: Headless Shopify stores, as well as stores built on BigCommerce or WooCommerce, will require developer implementation to enable Sonar Optimize. See the relevant documentation:

You will need the following from your Microsoft Advertising account:

About UET tag verification: A verified UET (Universal Event Tracking) tag means your Microsoft Advertising tag is active and successfully collecting activity data from your website. If you just created your tag, it may show as Unverified. This is expected and only means the tag has not collected data yet. Microsoft typically verifies a tag within 24 hours of it receiving data, so you can continue setup without waiting.

To begin setup, navigate to Data → Sonar Enrichment → Integrations in the Triple Whale sidebar. Locate the Microsoft tile and click Connect. Then click Save and Continue to begin the self-setup wizard.

The setup wizard is divided into three steps:

Under Microsoft Set up, connect your Microsoft Ads account. Once connected, you can click Manage at any time to view your connection details.

From the Microsoft Account Destination dropdown, select the Microsoft Ads account you want to enrich with Sonar data, for example “Demo Store (123456789)”.

Open Microsoft Advertising in a new tab and follow these steps:

Return to Triple Whale and complete the following:

Important: No events are sent to Microsoft Ads until the Conversions API token for the selected tag is entered.

Once your account destination is selected, your UET tag is chosen, and your token is entered, the Save and Continue button will become active. Click Save and Continue to proceed.

Select which events you want Triple Whale to send to Microsoft for enrichment. The following standard events are available, and all are recommended:

Each event is mapped to a Microsoft conversion goal, shown in the Conversion Goal column (for example, tw_Purchase). Page View does not require a conversion goal.

For optimal results, we recommend enabling all standard events. Each event can be individually toggled on or off based on your campaign needs. Page View is a native event, so doesn't require any conversion goal mapping.

Once you have configured your event selection, click Save and Continue to proceed.

By default, any purchase event sent to Microsoft will be used to measure and optimize your campaigns. To avoid sending purchase events that are unrelated to your Microsoft campaigns, you can configure exclusions on this page.

If your shop offers subscription orders, add your Recurring Subscription Order Tag so that repeat subscription purchases are not sent to Microsoft.

You can also exclude specific purchase events based on Shopify order tags. Search for and select the tags you want to exclude.

Triple Whale excludes certain sales channels by default from the conversion events it transmits, such as draft orders, POS orders, returns, and Shop app orders. You can also exclude additional channels. Pre-configured exclusions may include channels like shopify_draft_order, pos, subscription_contract, and others.

To exclude a custom sales channel, click + Add Sales Channel and provide the channel name and channel code. If you’re unsure about your channel code, reach out to Triple Whale support.

Once you have configured your exclusions, click Done to complete the setup.

Once Sonar Optimize is enabled for Microsoft, you can monitor and manage the integration within Triple Whale.

The Integration Settings tab shows your connection, account destination, and Triple Pixel connection details. It also lists each standard event with its on/off toggle, total events sent, errors, and the timestamp of the last event. Use the Sonar: on toggle to pause or resume all events.

The Delivery Overview tab displays the total number of enriched events, broken out by event type over the chosen time frame. This shows you what data Triple Whale is sending to Microsoft.

After connecting the integration and sending data for a few days, monitor your Microsoft Ads performance for the following improvements:

1. What event types does Sonar Optimize enrich for Microsoft?

Sonar Optimize sends and enriches these standard events: Page View, View Content, Search, Add to Cart, Initiate Checkout, Add Payment Info, Purchase, and Signup.

2. My UET tag says “Unverified.” Can I still set up Sonar?

Yes. “Unverified” means the tag has not collected any data yet. Microsoft typically verifies a tag within 24 hours of it receiving data. You can complete setup now, and the status will update to Tag active once verification is complete.

3. I entered my token, but events aren’t showing up yet. What should I check?

Microsoft can take up to 15 minutes to activate a newly generated token. Also confirm that the UET tag selected in Triple Whale is the same tag you generated the token for. A token only works with the tag it was created for.

4. Should I enable Sonar Optimize if I already have another CAPI service connected to Microsoft?

We do not recommend running multiple CAPI services at the same time. Multiple CAPI setups can duplicate events, which degrades optimization and inflates reporting. Instead, we recommend disabling any existing CAPI connections and moving your Microsoft (and other platform) server-side event tracking entirely to Triple Whale’s Sonar platform.