Advertising channels

Microsoft read on its own terms, not Google's copy.

Microsoft search carries less volume than Google and a deliberately similar account structure, which is exactly why imported campaigns drift out of sync. The adapter reads the Microsoft hierarchy directly instead of trusting the Google copy, and marks which campaigns an import would overwrite. Budget and target changes go through the same Campaign Constitution as every other channel, with the same logging and the same reversal path. Offline conversions from your CRM and your finance system return keyed on MSCLKID, so Microsoft's bidding sees collected revenue rather than raw conversion counts.

In short: Microsoft Advertising connects over the Microsoft Advertising API with a Microsoft Entra sign-in, exposing every customer and account the credential manages. Campaigns, ad groups, keywords, audiences and reports sync in, budgets and targets are written under Constitution limits, and CRM and finance outcomes return keyed on MSCLKID.

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What it is

Microsoft Ads is search, shopping, audience and Performance Max inventory across Bing, MSN, Outlook and syndicated partners. The integration covers Entra authentication, customer and account discovery, object and report sync, bounded writes and offline conversion import.

What Realvertising receives

Customer, account, campaign, ad group, ad, keyword and audience objects across the whole hierarchy the sign-in covers, with budgets and bid strategies attached.
Performance reports by day and by hour where Microsoft provides them: spend, impressions, clicks, conversions, conversion value and search terms above the disclosure threshold.
UET tag and conversion goal configuration, including counting method, attribution model and lookback window, for reconciliation against attributed truth.
Shopping feed and product-level performance from Microsoft Merchant Center, plus the syndicated partner split wherever reporting exposes it.

What it sends back

Offline conversion imports and conversion adjustments keyed on MSCLKID, carrying CRM stages and collected revenue from your finance system.
Budget, target CPA and target ROAS changes, negative keyword lists and audience associations, each inside the daily movement limit.
Campaign pause, resume and labels recording which change came from the Control Plane, the evidence behind it, and how it is reversed.

What this lets you ask

Questions this connection makes answerable.

"What does a customer cost on Microsoft compared with the same query on Google?"
"Which Microsoft conversions are matched by collected revenue in your finance system, and which are not?"
"How much of this account's volume comes from syndicated partners rather than owned search?"

How it connects

1Sign in with Microsoft Entra and select the customers and accounts to bring in scope. The hierarchy is discovered from the Microsoft API, not inferred from Google.
2Confirm auto-tagging and a live UET tag so MSCLKID reaches your landing pages, then map each conversion goal to a business outcome.
3Mark the import-managed campaigns. Changes to those are proposed against the Google source instead of written directly, and Constitution limits apply either way.

Where it stops

Import from Google can overwrite what the adapter writes. Where a campaign is import-managed, the change is proposed upstream rather than applied, and the adapter names every campaign in that state.
MSCLKID has to exist. Without auto-tagging and a live UET tag, a closed deal still reconciles in attributed and financial truth but cannot be uploaded to Microsoft.
Parity with Google is partial. Some audience types, asset formats and report segments have no Microsoft equivalent, and syndicated partner traffic reports at a coarser grain than owned search.

Integrations

Everything the Growth Brain can read.

Web analyticsIndependent journey and conversion truth from your own site — held beside network-reported numbers, never merged into them.CRMQualified leads, pipeline and closed-won outcomes become the signal networks optimise toward — not form fills.Finance systemMoney that actually arrived — payments, subscriptions, refunds — becomes the value networks optimise against.Accounting systemGross margin and contribution, as your accountants define them, become the floor under every budget decision.Content platformAd copy is assembled from claims your content platform already approved, and a lapsed claim stops being used.Brand assetsOnly assets with a live licence and the right usage rights reach a placement, and expiry pulls them back out.Consent platformConfigured consent state decides which identifiers may be activated, enforced at every hand-off to a network.Custom APIYour own outcomes and values, posted with an idempotency key and forwarded to the networks as conversion signals.Google AdsOAuth into your manager account, read the campaign tree, write budgets and targets, return conversions keyed by GCLID.MetaSystem User token, Business Manager discovery, budgets written back, and server-side Conversions API events that deduplicate.TikTokBusiness Center OAuth, campaign sync, Events API server events with dedupe, and budgets written under Constitution limits.LinkedInAd account discovery, campaign and creative sync, Lead Gen Form pull, and CRM stages returned through the Conversions API.Microsoft AdsEntra sign-in, account hierarchy sync, offline conversions keyed on MSCLKID, and writes that respect import-managed campaigns.ShopifyOrders, refunds and payouts arrive as commercial outcomes, keyed by order id so a retried webhook cannot count a sale twice.StripePayments, invoices, subscriptions, refunds and payouts ingested on event id, so a replayed webhook never double-counts.

One goal. Every channel. Real business truth.

Connect your ad accounts, say what a good customer is worth, and let the Growth Brain work the objective inside limits you set.

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