Industry · Status at source date: Newsletter archive
Conversions API server-to-server for real-time first-party data sharing
Microsoft confirmed at Activate that a Conversions API server-to-server integration is coming for real-time data sharing across web, app, and offline first-party data sources. Alongside it: simplified conversion tracking and management workflows.
This update uses a PMC cover because no suitable source image was available when checked on 8 Sept 2026. Available source and video links are retained.
What changed
CAPI is the largest measurement gap between Microsoft and Google. The launch hasn't shipped yet, but the announcement is Microsoft's strategic commitment to close it.
Why it matters for advertisers
For you, this means measurement and engineering teams should plan a Microsoft CAPI workstream for H2 2026 as soon as availability is confirmed. Particularly relevant for e-commerce and lead-gen accounts where Pixel-only Microsoft tracking has been a measurement quality drag relative to Google's Enhanced Conversions + Data Manager stack. You can read the full deck on Manuel Lodi's LinkedIn Post.
Perspective from the original PMC newsletter.Sources & contributor credit
- Newsletter coverage · Paid Media Collective newsletter
Original newsletter text, contributor labels and media for this update.
- Source referenced in newsletterSee Full Deck
Linked from the original newsletter. The source publication date has not been independently confirmed.
Original creator unverified
The original creator has not yet been verified. Newsletter curation and publication do not establish original authorship.
Attribution evidence and limitations
Full attribution review pending.
A source link alone does not establish original authorship.
Original image and video creators have not yet been verified.
- Published on this site
This update reflects the dated source reporting. Availability may have changed. Further coverage of this same development will be added to this page.
Original newsletter text and archive evidence
Conversions API server-to-server for real-time first-party data sharing
Microsoft confirmed at Activate that a Conversions API server-to-server integration is coming for real-time data sharing across web, app, and offline first-party data sources. Alongside it: simplified conversion tracking and management workflows.
CAPI is the largest measurement gap between Microsoft and Google. The launch hasn't shipped yet, but the announcement is Microsoft's strategic commitment to close it.
For you, this means measurement and engineering teams should plan a Microsoft CAPI workstream for H2 2026 as soon as availability is confirmed. Particularly relevant for e-commerce and lead-gen accounts where Pixel-only Microsoft tracking has been a measurement quality drag relative to Google's Enhanced Conversions + Data Manager stack.
You can read the full deck on Manuel Lodi's LinkedIn Post.
Source captured . No explicit first-contributor label was provided for this update.
