Amperity and Microsoft Advertising: Microsoft Ads Customer Match

Q: What data does Microsoft Ads Customer Match receive from Amperity?

The audience connector sends email addresses for matching. Amperity hashes them automatically and filters invalid addresses. Purchase, loyalty and other available attributes can define audience membership in Amperity without being sent as customer-profile fields.

Q: Does each delivery add to or replace the customer list?

The Amperity Microsoft Advertising audience connector fully replaces the list on every send. Include everyone who should remain. Customers present in an earlier delivery but absent from the current one are removed.

Q: How soon are audience changes available?

Allow up to 24 hours after Amperity finishes sending audience updates for them to become available in Microsoft Advertising. Include both the Amperity schedule and destination processing when planning activation; this is not an immediate-refresh promise.

Q: Does the audience connector also send conversions?

Conversion delivery uses separate connectors. The offline-conversions route and the beta Microsoft Ads Conversions API have their own fields, credentials and receiving configuration. Do not reuse the Customer Match email-list schema as a conversion payload.

Q: Do both conversion routes deduplicate events in the same way?

No. The beta Conversions API uses event_id for deduplication. The offline-conversions API ignores duplicate submissions based on Microsoft’s offline-conversion matching rules, including MicrosoftClickId and ConversionTime.

Q: Does a delivered CAPI event always appear as a conversion?

No. For the beta Conversions API path, event_name must match the event action of a configured custom conversion goal for attribution to that goal. Accepted events can still contribute elsewhere; verify the goal and reporting in Microsoft Advertising.

Send customer audiences from Amperity to Microsoft Advertising through the Customer List Record Bulk API, using hashed email addresses for matching and replacing list membership with each delivery for eligible campaign use.

Get a demo Microsoft Ads docs

Customer Match • Full-list replacement • Separate conversion routes

Put customer context to work in Microsoft Advertising

Reach Microsoft Customer Match audiences defined by available purchase history.

Reconnect with customers selected by purchase recency.

Prepare eligible acquisition exclusions from recent-buyer segments.

Build cross-sell audiences using customer and product context.

Keep customer-list membership aligned with the latest complete delivery.

Send supported conversion signals through a separately configured event route.

How Amperity connects to Microsoft Advertising

Define the complete audience. Apply customer-selection and consent criteria in Amperity, then select the email field.
Configure the customer-list destination. Authorize Microsoft Advertising and verify the account, customer and intended list.
Validate and refresh. Inspect a sample downstream, then schedule delivery with full-list replacement and processing time in mind.

Audience delivery and conversion delivery use separate configurations.

Match customers using the supported identity fields

This audience connector sends email addresses for matching, not the full customer profile. Amperity automatically applies SHA-256 hashing and filters invalid addresses, reporting removed rows in the run log. Other customer attributes can determine membership in Amperity without becoming outbound matching fields for this connector.

What the Microsoft Advertising connection supports

Capability	Supported behavior
Audience method	Customer List Record Bulk API within the Microsoft Advertising API.
Audience identifier	Email addresses, automatically hashed; invalid email rows are filtered and logged.
Update behavior	Full replacement on every send; customers absent from the latest delivery are removed.
Audience timing	Allow up to 24 hours after Amperity finishes sending for availability.
Conversion paths	Separate offline-conversions connector and separate Microsoft Ads Conversions API connector, which is in beta.
Authentication	Audience OAuth plus account/customer IDs; beta CAPI instead uses an API token scoped to one UET tag.

Use Microsoft customer lists for retention and exclusions

Refresh a retention list from customer history

Define the customers relevant for a retention campaign using purchase and loyalty information available in Amperity. Send their permitted email addresses to Microsoft Advertising and inspect the resulting customer list before activation. Each later delivery should contain the full intended membership because the connector replaces the prior list. The media team chooses the eligible campaigns, bids and creative in Microsoft Advertising.

Maintain a recent-buyer exclusion audience

Use available transaction data to identify recent buyers whose inclusion in an acquisition campaign would be unnecessary. Deliver the complete customer list and apply it as an exclusion where Microsoft Advertising supports that setting. Check the receiving list after processing before relying on the exclusion. This supports a deliberate suppression strategy without promising a particular reduction in spend or guaranteed customer-level coverage.

Choose the right conversion route

A team measuring store purchases can evaluate the offline-conversions connector separately from the beta Microsoft Ads Conversions API. These paths use different payloads, credentials and goal-matching rules. Define the conversion and validate a sample in Microsoft Advertising before scheduling a feed. Accepted events may still require the right conversion-goal setup to appear as conversions, so successful delivery alone is not sufficient evidence.

Set up and validate the connection

Ask your Datagrid Operator or Amperity representative to configure audience OAuth, account and customer IDs. Verify Customer Match eligibility and required terms in Microsoft Advertising. Review the full intended email list before enabling repeated deliveries.

For conversions, choose the dedicated offline-conversions path or ask about the beta Conversions API connector. The beta path needs a token authorized for the receiving UET tag; the offline path uses its own goal and operation-mode settings. Validate the chosen workflow before scheduling.

Audience setup docs Conversion setup docs

Microsoft Advertising integration FAQs

What data does Microsoft Ads Customer Match receive from Amperity?

Does each delivery add to or replace the customer list?

How soon are audience changes available?

Does the audience connector also send conversions?

Do both conversion routes deduplicate events in the same way?

Does a delivered CAPI event always appear as a conversion?

Keep Microsoft customer lists aligned with your audience strategy

Discuss audience replacement, matching and conversion delivery for your use case.

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