This guide walks you through connecting your Sona Audiences to Microsoft Ads Conversions Upload for automated syncing. By completing this setup, your Microsoft Ads will gain accurate, real-time conversion tracking based on high-intent signals from Sona.
Prerequisites
Prerequisites
A Microsoft Ads account must be connected to Sona
Access to Sona Audiences data
Step-by-Step Instructions
Step-by-Step Instructions
Step 1: Connect Microsoft Ads Conversions Upload to Sona
Step 1: Connect Microsoft Ads Conversions Upload to Sona
Go to the Connectors section in the Sona sidebar
Locate or add the Microsoft Ads Connector
Authenticate and ensure the status reads Active
Step 2: Create a New Destination
Step 2: Create a New Destination
Navigate to the Destinations section in Sona
Click + Add Destination
Select Microsoft Ads Conversions Upload from the list
Step 3: Configure Basic Destination Settings
Step 3: Configure Basic Destination Settings
Enter a Destination Name for your conversion tracking setup
Select your Identity type from the dropdown (for user identification)
Choose your Account from the available Microsoft Ads accounts
Select your Conversion goal from the dropdown - this is the conversion action you've set up in Microsoft Ads
Choose the Event type that corresponds to your conversion tracking
Choose your Source - this is where you'll map your data fields to Microsoft's conversion schema
Use Filters to refine which data gets synced to your conversion events
Microsoft Ads automatically handles data hashing for privacy compliance
Enable real-time processing for this destination (located under Record Matching): Check this box if you want immediate data updates
When enabled, real-time processing will override the scheduled sync frequency
Ideal for time-sensitive workflows and immediate lead follow-up
For general destination configuration steps—such as selecting an audience, setting sync frequency, record matching, field mapping, and saving—follow the instructions in the Destination Setup guide.
Best Practices (optional)
Best Practices (optional)
Use Microsoft Click ID (MCLKID) for precise attribution
Tailor sync frequency to match your conversion volume and reporting cadence
Use clear, descriptive destination names
Separate destinations by conversion goal or campaign
For e-commerce, include transaction values when possible
Review sync logs periodically to ensure data accuracy