What are the options to integrate Microsoft Ads with HubSpot? We are looking to track conversions?

[JKanchinadham]

We are looking to integrate Microsoft Ads with HubSpot to track contact conversions and view other KPIs and metrics. We have already connected Google Ads but it seems there is no native integration for Microsoft Ads. Any ideas or  suggestions around this ?

[Whathcock · Accepted solution]

Hi @JKanchinadham ,

If there's no native integration, your two options are:

1. To build a custom integration

2. To use a third party software that can integrate the two platforms. It doesn't look like Zapier integrates Microsoft Ads and HubSpot, but I did a quick Google search and here are some options:
https://www.stitchdata.com/integrations/hubspot/bing-ads/
https://www.integrate.io/integrations/bing-ads/hubspot/

Hope this helps!

Whitney

[Sweely · Accepted solution]

The short answer is:

You are correct, there is no direct, native HubSpot integration for Microsoft Ads (formerly Bing Ads) that offers the same closed-loop reporting as the Google Ads connector, a situation which is frustratingly persistent for many marketers.

Relying on third-party tools or manually using Microsoft’s Universal Event Tracking (UET) tag is the standard workaround, but these client-side solutions are vulnerable to data loss from ad blockers and browser privacy features.

The most robust, future-proof solution is to use a server-side setup that combines the HubSpot API and the Bing Ads API (or Conversions API) to ensure reliable, high-fidelity conversion tracking that is not affected by client-side tracking failures ✅

The long answer is:

Since a seamless native integration is still missing, you have to engineer a reliable connection, and the most advanced method is through a server-side data pipeline.

The client-side methods, like placing the UET tag directly on your pages or using simple third-party connectors, have become increasingly unreliable because browser privacy features and ad blockers frequently block the tracking scripts and prevent the `msclkid` (Microsoft Click ID) from being accurately captured and persisted.

A custom server-side solution, using Google Tag Manager and a dedicated server environment like Stape or Google Cloud Platform, is a far superior approach.

Here is how it works:

When a user clicks a Microsoft Ad, the unique `msclkid` is appended to the URL via Microsoft's auto-tagging.

Your website captures this `msclkid` upon the initial page view and stores it, typically in a hidden field on your HubSpot form or in the user's local storage.

When the user successfully converts by submitting the form, HubSpot creates or updates the contact record.

At that point, a server-side action is triggered (via a HubSpot webhook or similar mechanism).

This script uses the HubSpot API to pull the contact data, including the recorded `msclkid` and the conversion details.

Then, it uses the Bing Ads API (specifically the Offline Conversions or Conversions API endpoint) to send a server-to-server signal back to Microsoft Ads.

This signal, which includes the `msclkid` and the `Lead` or `Purchase` event, bypasses the browser entirely.

This server-side method guarantees that every conversion recorded in HubSpot is accurately reported back to Microsoft Ads, ensuring your ad platform’s bidding algorithms are optimizing based on accurate CRM data, thereby improving campaign performance and giving you a complete, clean view of your KPIs in both systems.

This comment was generated with the assistance of an AI tool, incorporating my expertise in conversion tracking 🙂

[AMcLennan]

Would be nice to have a native integration! Would make tracking conversions and contact influence from ad to CRM platform (+ reporting) much easier

[Nathage]

I can't believe we don't have this integration to be honest! +1

[Whathcock · Accepted solution]

Hi @JKanchinadham ,

If there's no native integration, your two options are:

1. To build a custom integration

2. To use a third party software that can integrate the two platforms. It doesn't look like Zapier integrates Microsoft Ads and HubSpot, but I did a quick Google search and here are some options:
https://www.stitchdata.com/integrations/hubspot/bing-ads/
https://www.integrate.io/integrations/bing-ads/hubspot/

Hope this helps!

Whitney

[RMenezes]

For those not using an external app for this it means an added cost just for this. The idea was submitted here and I think it would be nice when Hubspot finally makes it part of their product backlog *sigh*

[PCybernext]

Hi guys,

I have a query regarding Facebook and HubSpot integration and how we can send back Hubspot offline leads to Facebook to improve the ad performance.

[JKanchinadham]

Thanks a lot Whitney, for your suggestion! I have taken a note of it