Microsoft Advertising makes Conversions API generally available and adds Performance Max targeting, reporting and AI controls

In its October 2026 product update published October 28, Microsoft Advertising announced that its Conversions API is generally available, connecting website, app, CRM and point-of-sale conversion data server-to-server alongside the UET tag, directly, via Google Tag Manager or through partners such as Adobe Real-Time CDP, Segment, Tealium and Stape. For Performance Max, age and gender targeting is now generally available, device targeting is rolling out to all advertisers in the coming weeks, audience exclusions are in open pilot, search term and auction insights reports are available, and search term landing page reporting rolls out from mid-November. Messaging guidelines (up to 40 rules to steer AI-generated copy) are in open pilot for Performance Max and Search campaigns with AI Max, and a new AI-powered campaign creation flow builds a first Performance Max campaign from a website and brand materials.

Impact

Server-side conversion tracking reduces signal loss from browser restrictions and improves Smart Bidding inputs on Microsoft Advertising, aligning it with Meta, Google and LinkedIn setups agencies already run. The new Performance Max controls and reports give agencies more ways to steer and audit automated campaigns, especially demographic exclusions and search query visibility. Messaging guidelines reduce brand risk from AI-generated copy for regulated or premium brands.

Recommendations

Implement Conversions API next to UET, reusing existing server-side or GTM infrastructure where possible
Review Performance Max search term and auction insights reports and add age, gender or device exclusions where justified
Join the messaging guidelines and audience exclusions pilots via your account team for brand-sensitive clients
Plan a review of search term landing page reporting once it rolls out in mid-November

Source: Microsoft Advertising Blog