# Microsoft Advertising Universal Event Tracking ## Description of the connector The **Microsoft Advertising Universal Event Tracking (UET)** connector enables you to track and measure users' actions after they have interacted with your ads on Microsoft Advertising. By sending data directly from our server-side solution, this connector provides a more complete and accurate view of the customer journey, while using cookies to improve ad measurement and targeting. ## Benefits of the connector * **Increased accuracy**: By sending server-side data and using cookies, you get more accurate and reliable conversion information. * **Campaign optimisation**: Use accurate conversion data to adjust your campaigns and maximise conversions while reducing the cost per action (CPA). * **Respect for confidentiality**: The API complies with data protection regulations, using cookies in a compliant manner. * **Data consolidation**: Send events from different channels (web, applications, physical shops) to a single API for smoother, more efficient implementation. * **Granular data control**: Customise the information shared with Microsoft Advertising to meet your marketing objectives. ## Examples of use * **Bid optimisation**: Use conversion data to adjust your bids in real time and improve the performance of your advertising campaigns. * **Advanced segmentation**: Create audience segments based on user actions and target them with personalised messages. * **Offline conversion tracking**: Measure user actions in-store or at events after an online interaction for a complete view of the customer journey. * **Ad personalisation**: Use conversion data to personalise ads and increase their relevance to each user. ## Conclusion The **Microsoft Advertising Universal Event Tracking (UET)** connector is a powerful tool for optimising your advertising campaigns using accurate and reliable conversion data. By integrating this connector with our server-side solution, you can maximise the effectiveness of your campaigns while complying with data confidentiality regulations and using cookies to improve measurement and targeting. ## Connector integration guide {% embed url="" %}