Microsoft CAPI events need eventType, seconds, and a match key

POST JSON to /v1/{tagId}/events. eventType is pageLoad or custom. eventTime is Unix seconds, a 10-digit value. userData needs anonymousId, externalId, em, ph, msclkid, idfa, or gaid. pageLoad needs eventSourceUrl. pageLoadId is a UUID. adStorageConsent is G or D. em is SHA-256 hex. IP and user agent stay unhashed. Browser UET on bat.bing.com is vendor/microsoft-uet.

customData.value needs a currency code

Microsoft documents the ISO 4217 code together with the revenue value. A number without currency is incomplete.

Rule: vendor.microsoft-conversions-api.body.value_requires_currency

What this pack matches

Hosts: capi.uet.microsoft.com
Paths: /v1/
Vendor docs: learn.microsoft.com/en-us/advertising/guides/uet-conversion-api-integration

Rules

Codes are stable. A finding in CI, MCP, or the playground lands on the same id.

Field	Required	What it checks	Rule ids	Source
`tag_id`	required	It is the numeric UET tag ID, and it travels in the path as /v1/{tagId}/events. Fix: Put the UET tag ID from Microsoft Advertising in the path as /v1/{tagId}/events.	`vendor.microsoft-conversions-api.param.tag_id.missing` `vendor.microsoft-conversions-api.param.tag_id.empty` `vendor.microsoft-conversions-api.param.tag_id.invalid`	docs
`data`	required	Microsoft documents `data` as the list of events. An empty list sends nothing. Native JSON type: array. Minimum array items: 1. Maximum array items: 1000. Fix: Send at least one event in `data`.	`vendor.microsoft-conversions-api.body.data.missing` `vendor.microsoft-conversions-api.body.data.invalid`	docs
`continueOnValidationError`	optional	It is whether a batch should skip invalid events. Microsoft documents `true` to skip them and `false` (the default) to reject the whole request. Native JSON type: boolean. Fix: Send `true` or `false` in `continueOnValidationError`.	`vendor.microsoft-conversions-api.body.continueOnValidationError.empty` `vendor.microsoft-conversions-api.body.continueOnValidationError.invalid`	docs
`root`	optional	Each event is a JSON object, rather than a scalar or list. Native JSON type: object.	`vendor.microsoft-conversions-api.body.root.invalid`	docs
`data[]`	optional	The vendor documents the JSON shape or value type of this field. Native JSON type: object.	`vendor.microsoft-conversions-api.body.data[].invalid`	docs
`dataProvider`	optional	Third-party senders identify themselves with this request-level string. Native JSON type: string.	`vendor.microsoft-conversions-api.body.dataProvider.invalid`	docs
`eventType`	required	It is the event type. Microsoft documents `pageLoad` or `custom`. Body scope: data[]. Native JSON type: string. Fix: Set `eventType` to `pageLoad` or `custom`.	`vendor.microsoft-conversions-api.body.eventType.missing` `vendor.microsoft-conversions-api.body.eventType.empty` `vendor.microsoft-conversions-api.body.eventType.invalid`	docs
`eventTime`	required	It is Unix epoch time in seconds UTC. Microsoft documents seconds, so a 13-digit value is milliseconds and the wrong unit. Body scope: data[]. Native JSON type: integer. Fix: Send seconds, a 10-digit Unix timestamp, not milliseconds.	`vendor.microsoft-conversions-api.body.eventTime.missing` `vendor.microsoft-conversions-api.body.eventTime.empty` `vendor.microsoft-conversions-api.body.eventTime.invalid`	docs
`eventId`	recommended	It identifies the event so UET JavaScript and CAPI can deduplicate. Microsoft documents it as required for deduplication. Body scope: data[]. Native JSON type: string. Fix: Set `eventId` to the same value the UET tag sent.	`vendor.microsoft-conversions-api.body.eventId.missing` `vendor.microsoft-conversions-api.body.eventId.empty` `vendor.microsoft-conversions-api.body.eventId.invalid`	docs
`eventName`	optional	It is the custom conversion action. Microsoft documents it for custom conversion goals. Body scope: data[]. Native JSON type: string.	`vendor.microsoft-conversions-api.body.eventName.empty` `vendor.microsoft-conversions-api.body.eventName.invalid`	docs
`eventSourceUrl`	optional	It is the page URL. Microsoft documents it as required on `pageLoad` events. Body scope: data[]. Native JSON type: string. Fix: Set `eventSourceUrl` to the absolute page URL.	`vendor.microsoft-conversions-api.body.eventSourceUrl.empty` `vendor.microsoft-conversions-api.body.eventSourceUrl.invalid`	docs
`referrerUrl`	optional	It is the page referrer, used for referral remarketing lists. Microsoft documents a URL. Body scope: data[]. Native JSON type: string. Fix: Send an absolute URL in `referrerUrl`, or omit the field.	`vendor.microsoft-conversions-api.body.referrerUrl.empty` `vendor.microsoft-conversions-api.body.referrerUrl.invalid`	docs
`pageLoadId`	optional	It links custom events to a page load. Microsoft documents a v4 UUID. Body scope: data[]. Fix: Send a UUID such as `bcf3000b-65fa-4cd2-808a-8a6cf2b1d0a5`.	`vendor.microsoft-conversions-api.body.pageLoadId.empty` `vendor.microsoft-conversions-api.body.pageLoadId.invalid`	docs
`adStorageConsent`	optional	It is the advertising-storage consent signal. Microsoft documents `G` for granted and `D` for denied. Body scope: data[]. Native JSON type: string. Fix: Set `adStorageConsent` to `G` or `D`.	`vendor.microsoft-conversions-api.body.adStorageConsent.empty` `vendor.microsoft-conversions-api.body.adStorageConsent.invalid`	docs
`userData`	required	Microsoft documents `userData` as required, with at least one supported identifier. Body scope: data[]. Native JSON type: object. Fix: Add a `userData` object with at least one of `anonymousId`, `externalId`, `em`, `ph`, `msclkid`, `idfa`, or `gaid`.	`vendor.microsoft-conversions-api.body.userData.missing` `vendor.microsoft-conversions-api.body.userData.invalid`	docs
`userData.anonymousId`	optional	It is the guest visitor ID, also used for ID Sync. Body scope: data[]. Native JSON type: string.	`vendor.microsoft-conversions-api.body.userData.anonymousId.empty` `vendor.microsoft-conversions-api.body.userData.anonymousId.invalid`	docs
`userData.externalId`	optional	It is an anonymized signed-in user ID. Body scope: data[]. Native JSON type: string.	`vendor.microsoft-conversions-api.body.userData.externalId.empty` `vendor.microsoft-conversions-api.body.userData.externalId.invalid`	docs
`userData.em`	optional	It is the SHA-256 hex digest of the email. Microsoft documents lowercase hex after trim and lowercase. Body scope: data[]. Value diagnostic severity: warning. Native JSON type: string. Fix: Trim, lowercase, SHA-256, and send 64 lowercase hex characters.	`vendor.microsoft-conversions-api.body.userData.em.empty` `vendor.microsoft-conversions-api.body.userData.em.invalid`	docs
`userData.ph`	optional	It is the SHA-256 hex digest of the phone number. Body scope: data[]. Value diagnostic severity: warning. Native JSON type: string. Fix: Normalize the phone, SHA-256, and send 64 lowercase hex characters.	`vendor.microsoft-conversions-api.body.userData.ph.empty` `vendor.microsoft-conversions-api.body.userData.ph.invalid`	docs
`userData.msclkid`	optional	It is the Microsoft Click ID. Microsoft documents it as a UUID. Body scope: data[]. Fix: Send the `msclkid` captured from the landing URL as a UUID.	`vendor.microsoft-conversions-api.body.userData.msclkid.empty` `vendor.microsoft-conversions-api.body.userData.msclkid.invalid`	docs
`userData.idfa`	optional	It is the iOS Identifier for Advertisers. Body scope: data[]. Native JSON type: string.	`vendor.microsoft-conversions-api.body.userData.idfa.empty` `vendor.microsoft-conversions-api.body.userData.idfa.invalid`	docs
`userData.gaid`	optional	It is the Android advertising ID. Body scope: data[]. Native JSON type: string.	`vendor.microsoft-conversions-api.body.userData.gaid.empty` `vendor.microsoft-conversions-api.body.userData.gaid.invalid`	docs
`userData.clientIpAddress`	optional	It is the visitor IP, IPv4 or IPv6, sent unhashed. Microsoft documents it as preferred. Body scope: data[]. Native JSON type: string.	`vendor.microsoft-conversions-api.body.userData.clientIpAddress.empty` `vendor.microsoft-conversions-api.body.userData.clientIpAddress.invalid`	docs
`userData.clientUserAgent`	optional	It is the visitor user agent, sent unhashed. Microsoft documents it as preferred. Body scope: data[]. Native JSON type: string.	`vendor.microsoft-conversions-api.body.userData.clientUserAgent.empty` `vendor.microsoft-conversions-api.body.userData.clientUserAgent.invalid`	docs
`customData.currency`	optional	It is the ISO 4217 currency of `customData.value`. Body scope: data[]. Fix: Use a three-letter code such as `USD`.	`vendor.microsoft-conversions-api.body.customData.currency.empty` `vendor.microsoft-conversions-api.body.customData.currency.invalid`	docs
`customData.value`	optional	It is the revenue value for variable-revenue goals. Microsoft documents a decimal number together with `currency`. Body scope: data[]. Native JSON type: number. Fix: Send a number such as `123.45`, with no currency symbol.	`vendor.microsoft-conversions-api.body.customData.value.invalid`	docs
`customData.eventValue`	optional	It is the event value for custom conversion goals. Microsoft documents a float. Body scope: data[]. Native JSON type: number.	`vendor.microsoft-conversions-api.body.customData.eventValue.invalid`	docs
`customData.transactionId`	optional	It is a unique id for singular events such as a purchase. Microsoft documents it as optional but recommended. Body scope: data[]. Native JSON type: string. Fix: Send `customData.transactionId`, or drop the empty pair.	`vendor.microsoft-conversions-api.body.customData.transactionId.empty` `vendor.microsoft-conversions-api.body.customData.transactionId.invalid`	docs
`customData.pageType`	optional	It is the ecommerce page type for dynamic remarketing. Microsoft documents a closed set. Body scope: data[]. Native JSON type: string. Fix: Set `customData.pageType` to `cart`, `category`, `home`, `other`, `product`, `purchase`, or `searchresults`.	`vendor.microsoft-conversions-api.body.customData.pageType.empty` `vendor.microsoft-conversions-api.body.customData.pageType.invalid`	docs
`customData.ecommTotalValue`	optional	It is the total value of the cart or purchase. Microsoft documents a decimal. Body scope: data[]. Native JSON type: number. Fix: Send a number such as `123.45`, with no currency symbol.	`vendor.microsoft-conversions-api.body.customData.ecommTotalValue.invalid`	docs
`customData.items[].id`	optional	It is the item id on an `items` row. Microsoft documents `id` as preferred on each product object. Body scope: data[]. Native JSON type: string. Fix: Set `customData.items[].id` to the catalog item ID, or drop the empty pair.	`vendor.microsoft-conversions-api.body.customData.items[].id.empty` `vendor.microsoft-conversions-api.body.customData.items[].id.invalid`	docs
`customData.items[].quantity`	optional	It is the item quantity on an `items` row. Microsoft documents an integer. Body scope: data[]. Native JSON type: integer. Fix: Send `customData.items[].quantity` as an integer, such as `2`.	`vendor.microsoft-conversions-api.body.customData.items[].quantity.empty` `vendor.microsoft-conversions-api.body.customData.items[].quantity.invalid`	docs
`customData.items[].price`	optional	It is the item price after discounts. Microsoft documents a decimal. Body scope: data[]. Native JSON type: number. Fix: Send `customData.items[].price` as a number, such as `25.1`.	`vendor.microsoft-conversions-api.body.customData.items[].price.invalid`	docs
`customData.hotelData.checkinDate`	optional	It is the hotel check-in date. Microsoft documents `YYYY-MM-DD`. Body scope: data[]. Fix: Send `customData.hotelData.checkinDate` as `YYYY-MM-DD`, such as `2018-10-27`.	`vendor.microsoft-conversions-api.body.customData.hotelData.checkinDate.empty` `vendor.microsoft-conversions-api.body.customData.hotelData.checkinDate.invalid`	docs
`customData.hotelData.checkoutDate`	optional	It is the hotel check-out date. Microsoft documents `YYYY-MM-DD`. Body scope: data[]. Fix: Send `customData.hotelData.checkoutDate` as `YYYY-MM-DD`, such as `2018-10-31`.	`vendor.microsoft-conversions-api.body.customData.hotelData.checkoutDate.empty` `vendor.microsoft-conversions-api.body.customData.hotelData.checkoutDate.invalid`	docs
`customData.hotelData.totalPrice`	optional	It is the total booking price including taxes and fees. Microsoft documents a decimal. Body scope: data[]. Native JSON type: number. Fix: Send a number such as `188.23`, with no currency symbol.	`vendor.microsoft-conversions-api.body.customData.hotelData.totalPrice.invalid`	docs
`customData.hotelData.basePrice`	optional	It is the booking price excluding taxes and fees. Microsoft documents a decimal. Body scope: data[]. Native JSON type: number. Fix: Send a number such as `165.76`, with no currency symbol.	`vendor.microsoft-conversions-api.body.customData.hotelData.basePrice.invalid`	docs
`customData.hotelData.lengthOfStay`	optional	It is the number of nights. Microsoft documents an integer, and it is not required when `checkoutDate` is sent. Body scope: data[]. Native JSON type: integer. Fix: Send `customData.hotelData.lengthOfStay` as an integer, such as `4`.	`vendor.microsoft-conversions-api.body.customData.hotelData.lengthOfStay.empty` `vendor.microsoft-conversions-api.body.customData.hotelData.lengthOfStay.invalid`	docs
`root`	optional	Each event is a JSON object, rather than a scalar or list. Body scope: data[]. Native JSON type: object.	`vendor.microsoft-conversions-api.body.root.invalid`	docs
`customData`	optional	The vendor documents the JSON shape or value type of this field. Body scope: data[]. Native JSON type: object.	`vendor.microsoft-conversions-api.body.customData.invalid`	docs
`customData.hotelData`	optional	The vendor documents the JSON shape or value type of this field. Body scope: data[]. Native JSON type: object.	`vendor.microsoft-conversions-api.body.customData.hotelData.invalid`	docs
`customData.items`	optional	The vendor documents the JSON shape or value type of this field. Body scope: data[]. Native JSON type: array. Minimum array items: 1.	`vendor.microsoft-conversions-api.body.customData.items.invalid`	docs
`customData.items[]`	optional	The vendor documents the JSON shape or value type of this field. Body scope: data[]. Native JSON type: object.	`vendor.microsoft-conversions-api.body.customData.items[].invalid`	docs
`pageTitle`	optional	The vendor documents the JSON shape or value type of this field. Body scope: data[]. Native JSON type: string.	`vendor.microsoft-conversions-api.body.pageTitle.invalid`	docs
`keywords`	optional	The vendor documents the JSON shape or value type of this field. Body scope: data[]. Native JSON type: string.	`vendor.microsoft-conversions-api.body.keywords.invalid`	docs
`customData.searchTerm`	optional	The vendor documents the JSON shape or value type of this field. Body scope: data[]. Native JSON type: string.	`vendor.microsoft-conversions-api.body.customData.searchTerm.invalid`	docs
`customData.eventCategory`	optional	The vendor documents the JSON shape or value type of this field. Body scope: data[]. Native JSON type: string.	`vendor.microsoft-conversions-api.body.customData.eventCategory.invalid`	docs
`customData.eventLabel`	optional	The vendor documents the JSON shape or value type of this field. Body scope: data[]. Native JSON type: string.	`vendor.microsoft-conversions-api.body.customData.eventLabel.invalid`	docs
`customData.itemIds`	optional	The vendor documents the JSON shape or value type of this field. Body scope: data[]. Native JSON type: array.	`vendor.microsoft-conversions-api.body.customData.itemIds.invalid`	docs
`customData.itemIds[]`	optional	The vendor documents the JSON shape or value type of this field. Body scope: data[]. Native JSON type: string.	`vendor.microsoft-conversions-api.body.customData.itemIds[].invalid`	docs
`body.user_needs_an_identifier`	required	`userData` carries none of the identifiers Microsoft requires. Send `anonymousId`, `externalId`, `em`, `ph`, `msclkid`, `idfa`, or `gaid`. Body scope: data[]. Fix: Add at least one supported identifier inside `userData`.	`vendor.microsoft-conversions-api.body.user_needs_an_identifier`	docs
`body.page_load_requires_url`	required	The event is `pageLoad` but carries no `eventSourceUrl`. Microsoft documents the page URL as required on page load events. Body scope: data[]. Fix: Set `eventSourceUrl` to the absolute page URL.	`vendor.microsoft-conversions-api.body.page_load_requires_url`	docs
`body.value_requires_currency`	required	The event sends `customData.value` without `customData.currency`. Microsoft documents the ISO 4217 code together with the revenue value. Body scope: data[]. Fix: Add `customData.currency`, such as `USD`.	`vendor.microsoft-conversions-api.body.value_requires_currency`	docs
`body.currency_requires_value`	required	The event sends `customData.currency` without `customData.value`. Microsoft documents both together. Body scope: data[]. Fix: Add `customData.value` as a number, with no currency symbol.	`vendor.microsoft-conversions-api.body.currency_requires_value`	docs
`body.unhashed_email`	required	`userData.em` carries what looks like a raw email address. Microsoft documents SHA-256 lowercase hex. Body scope: data[]. Fix: Trim, lowercase, hash with SHA-256, and send the 64-character hex digest.	`vendor.microsoft-conversions-api.body.unhashed_email`	docs
`body.hashed_plaintext_field`	required	This field looks like a SHA-256 digest, but Microsoft documents `clientIpAddress` and `clientUserAgent` as unhashed. Body scope: data[]. Fix: Send the raw IP address or user agent.	`vendor.microsoft-conversions-api.body.hashed_plaintext_field`	docs
`body.eventTime_time_window`	required	The timestamp is outside the documented processing window. Body scope: data[].	`vendor.microsoft-conversions-api.body.eventTime_time_window`	docs
`method`	required	This endpoint documents POST requests. Complete HTTP capture contract. Native JSON type: string.	`vendor.microsoft-conversions-api.http.method.missing` `vendor.microsoft-conversions-api.http.method.empty` `vendor.microsoft-conversions-api.http.method.invalid`	docs
`path`	required	Use the documented event endpoint route. Complete HTTP capture contract. Native JSON type: string.	`vendor.microsoft-conversions-api.http.path.missing` `vendor.microsoft-conversions-api.http.path.empty` `vendor.microsoft-conversions-api.http.path.invalid`	docs
`content_type`	required	The request carries an application/json body. Complete HTTP capture contract. Native JSON type: string.	`vendor.microsoft-conversions-api.http.content_type.missing` `vendor.microsoft-conversions-api.http.content_type.empty` `vendor.microsoft-conversions-api.http.content_type.invalid`	docs
`body_encoding`	required	The event request is encoded as JSON. Complete HTTP capture contract. Native JSON type: string.	`vendor.microsoft-conversions-api.http.body_encoding.missing` `vendor.microsoft-conversions-api.http.body_encoding.empty` `vendor.microsoft-conversions-api.http.body_encoding.invalid`	docs
`headers.authorization`	required	Authenticate with a populated Bearer token. Complete HTTP capture contract. Native JSON type: string.	`vendor.microsoft-conversions-api.http.headers.authorization.missing` `vendor.microsoft-conversions-api.http.headers.authorization.empty` `vendor.microsoft-conversions-api.http.headers.authorization.invalid`	docs
`url`	required	The published request endpoint uses HTTPS. Complete HTTP capture contract. Native JSON type: string.	`vendor.microsoft-conversions-api.http.url.missing` `vendor.microsoft-conversions-api.http.url.empty` `vendor.microsoft-conversions-api.http.url.invalid`	docs

Validate a payload

pixellint validate json @payload.json --rulepack vendor/microsoft-conversions-api

Try this failing payload in the playground. Microsoft CAPI with a hashed client IP.

{"data":[{"eventType":"custom","eventId":"evt-1","eventTime":1710438591,"userData":{"anonymousId":"b171a9b06ce011ecafcd1b209be8601b","clientIpAddress":"a85e9ca18f34935ab9b0381b25bfad2455444112b0149270fd88e3da172fe196"}}]}

cargo install pixellint · npm install pixellint