Microsoft’s server-side Conversions API (CAPI) is now fully generally available, featuring a 90-day event upload window. CAPI connects first-party signals from various sources like web, app, CRM, offline, and call-center interactions directly to Microsoft Advertising. This includes capturing events like qualified leads, opportunities, and offline sales.
CAPI operates in conjunction with the UET tag, capturing activities that browser limitations might miss. Online signals sent through both UET and CAPI are deduplicated using an event ID. Microsoft advises advertisers using the offline conversions API to upgrade to CAPI for improved tracking.
Earlier, Microsoft had published the CAPI documentation in August, and announced support for restating and retracting conversions, along with an extended upload window from 7 to 90 days.
Read the official announcement here: Product Newsletter.