Overview
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
A Microsoft Ads account must be connected to Sona.
Access to Sona Audiences data.
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
Navigate to the Destinations section in Sona.
Click + Add Destination.
Select Microsoft Ads Conversions Upload from the list.
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 have set up in Microsoft Ads.
Choose the Event type that corresponds to your conversion tracking.
Choose your Source: this is where you will 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: 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 Data: Destination Setup guide.
Best practices
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.
FAQs
What does this destination do?
What does this destination do?
This destination uploads conversion events from a Sona Audience to Microsoft Ads so your campaigns gain accurate, real-time conversion tracking based on high-intent signals from Sona.
Do I need to set up the Conversion goal in Microsoft Ads first?
Do I need to set up the Conversion goal in Microsoft Ads first?
Yes. The Conversion goal you select in this destination is the conversion action you have already set up in Microsoft Ads; this destination uploads to it rather than creating a new goal for you.
What should I include for e-commerce conversions?
What should I include for e-commerce conversions?
Include transaction values when possible so Microsoft Ads can attribute revenue accurately. Using Microsoft Click ID (MCLKID) also improves attribution precision for e-commerce and other conversion types.