@oneuptime/common 12.0.15 → 12.0.17

package/Server/Utils/Marketing/ConversionUploadProvider.ts

@@ -1,7 +1,9 @@
 import { AxiosError } from "axios";
+import Attribution from "../Attribution";
 import { JSONObject } from "../../../Types/JSON";
 import {
   AdUploadableMarketingConversionTypes,
+  LeadMarketingConversionTypes,
   MarketingConversionType,
 } from "../../../Types/Marketing/MarketingConversion";
 import MarketingConversion from "../../../Models/DatabaseModels/MarketingConversion";
@@ -15,17 +17,33 @@ import MarketingConversion from "../../../Models/DatabaseModels/MarketingConvers
  * Contract:
  * - getSkipReason returns a human-readable reason when this conversion can
  *   never be uploaded to this platform (conversion type with no ad-platform
- *   mapping, wrong/missing click id, outside the platform's upload window,
- *   provider not configured for this conversion type). Null means uploadable.
- *   It is implemented here and must not be overridden — providers implement
- *   getProviderSkipReason instead, which only runs for conversion types that
- *   are ad-uploadable at all.
+ *   mapping, no identifier this platform can match on, outside the platform's
+ *   upload window, provider not configured for this conversion type). Null
+ *   means uploadable. It is implemented here and must not be overridden —
+ *   providers implement getProviderSkipReason instead, which only runs for
+ *   conversion types that are ad-uploadable at all.
  * - upload() sends one batch. Per-conversion PERMANENT rejections are
  *   returned in the result keyed by array index; they will not be retried.
  *   Transport/auth-level failures must THROW — the whole batch stays pending
  *   and is retried on the next run (bounded by the job's attempt cap), so
  *   providers should be safe against duplicate delivery where the platform
  *   supports an idempotency/dedup key.
+ *
+ * IDENTIFIERS
+ *
+ * A conversion can be matched to an ad click two ways, and most platforms
+ * accept either:
+ *
+ *   - the click id the visitor carried (gclid, fbclid, msclkid, ...), which is
+ *     exact but only survives as far as the browser storage that held it; and
+ *   - the SHA-256 of the person's email, which every platform calls "enhanced
+ *     conversions"/"enhanced matching" and which survives a change of device,
+ *     a cleared browser, and the weeks between a demo and the deal it led to.
+ *
+ * Providers must consider a conversion uploadable when EITHER is present.
+ * Requiring the click id — which is what every provider here used to do — threw
+ * away exactly the sales-led conversions the enhanced-matching mechanism was
+ * designed for.
  */
 
 export interface ConversionUploadBatchResult {
@@ -36,14 +54,28 @@ export interface ConversionUploadBatchResult {
 export interface ConversionSkip {
   reason: string;
   /*
-   * Permanent skips (missing click id, outside the platform's upload window)
-   * are recorded as Skipped and never revisited. Non-permanent skips
+   * Permanent skips (no usable identifier, outside the platform's upload
+   * window) are recorded as Skipped and never revisited. Non-permanent skips
    * (missing provider configuration such as a conversion action id) leave
    * the conversion pending so it uploads once the configuration is added.
    */
   isPermanent: boolean;
 }
 
+/*
+ * A per-conversion-type mapping. Written as a Record over the enum rather than
+ * a switch or a two-way branch on purpose: the compiler refuses a Record that
+ * omits a member, so adding a MarketingConversionType is a build error in every
+ * provider until that provider states what the new type means on its platform.
+ *
+ * That is the guarantee Docs/analytics/enterprise-conversion-tracking.md asks
+ * for. Before it existed, providers chose their conversion action with
+ * `isSignUp(conversion) ? signUp : paidSubscription`, so a booked meeting added
+ * to the uploadable list would have been reported to every ad platform as a
+ * purchase.
+ */
+export type ConversionTypeMapping<T> = Record<MarketingConversionType, T>;
+
 export default abstract class ConversionUploadProvider {
   // Stable key used in MarketingConversion.uploadState. Never change it.
   public abstract readonly key: string;
@@ -59,11 +91,8 @@ export default abstract class ConversionUploadProvider {
   public abstract isConfigured(): boolean;
 
   /*
-   * Every provider maps a conversion onto a platform conversion action by
-   * branching on isSignUp() — so a conversion type the ad platforms have no
-   * mapping for (a booked meeting) would otherwise be silently uploaded as a
-   * purchase. Screen those out here, before any provider sees them, so no
-   * provider or call site can skip the check.
+   * Screens conversion types the ledger records but no ad platform has a
+   * mapping for, before any provider sees them.
    */
   public getSkipReason(conversion: MarketingConversion): ConversionSkip | null {
     if (
@@ -99,7 +128,64 @@ export default abstract class ConversionUploadProvider {
     return typeof value === "string" && value ? value : undefined;
   }
 
+  /*
+   * The hashed email this conversion can be matched on, or undefined.
+   *
+   * Prefers the stored emailHash and falls back to hashing the email column,
+   * so rows written before emailHash existed still match. Both paths go
+   * through Attribution so the digest is identical whichever one produced it.
+   */
+  protected getHashedEmail(
+    conversion: MarketingConversion,
+  ): string | undefined {
+    if (conversion.emailHash) {
+      return conversion.emailHash;
+    }
+
+    return Attribution.hashEmail(conversion.email) || undefined;
+  }
+
+  /*
+   * Resolve a per-type value, or undefined when the column holds a string that
+   * is not a known conversion type. The column is a plain varchar, so this
+   * cannot be assumed away even though the mapping itself is exhaustive.
+   */
+  protected resolveByConversionType<T>(
+    conversion: MarketingConversion,
+    mapping: ConversionTypeMapping<T>,
+  ): T | undefined {
+    const conversionType: MarketingConversionType =
+      conversion.conversionType as MarketingConversionType;
+
+    if (!Object.values(MarketingConversionType).includes(conversionType)) {
+      return undefined;
+    }
+
+    return mapping[conversionType];
+  }
+
+  /*
+   * A sales-led lead (booked meeting, enterprise licence request) rather than
+   * a completed transaction.
+   */
+  protected isLead(conversion: MarketingConversion): boolean {
+    return LeadMarketingConversionTypes.includes(
+      conversion.conversionType as MarketingConversionType,
+    );
+  }
+
+  /*
+   * The revenue to report for this conversion, in USD.
+   *
+   * Leads return undefined regardless of what the row holds. A booked meeting
+   * is not money, and reporting one as revenue would let a bidding algorithm
+   * optimise towards booking meetings that never close.
+   */
   protected getValueInUSD(conversion: MarketingConversion): number | undefined {
+    if (this.isLead(conversion)) {
+      return undefined;
+    }
+
     if (
       conversion.conversionValueInUSDCents === undefined ||
       conversion.conversionValueInUSDCents === null ||
@@ -110,10 +196,6 @@ export default abstract class ConversionUploadProvider {
     return conversion.conversionValueInUSDCents / 100;
   }
 
-  protected isSignUp(conversion: MarketingConversion): boolean {
-    return conversion.conversionType === MarketingConversionType.SignUp;
-  }
-
   protected isOlderThanDays(
     conversion: MarketingConversion,
     days: number,

package/Server/Utils/Marketing/Providers/GoogleAds.ts

@@ -3,7 +3,9 @@ import {
   GoogleAdsApiVersion,
   GoogleAdsCustomerId,
   GoogleAdsDeveloperToken,
+  GoogleAdsEnhancedConversionsForLeadsEnabled,
   GoogleAdsLoginCustomerId,
+  GoogleAdsMeetingBookedConversionActionId,
   GoogleAdsOAuthClientId,
   GoogleAdsOAuthClientSecret,
   GoogleAdsOAuthRefreshToken,
@@ -12,9 +14,11 @@ import {
 } from "../../../EnvironmentConfig";
 import ConversionUploadProvider, {
   ConversionSkip,
+  ConversionTypeMapping,
   ConversionUploadBatchResult,
 } from "../ConversionUploadProvider";
 import { JSONObject } from "../../../../Types/JSON";
+import { MarketingConversionType } from "../../../../Types/Marketing/MarketingConversion";
 import MarketingConversion from "../../../../Models/DatabaseModels/MarketingConversion";
 import logger from "../../Logger";
 
@@ -26,8 +30,16 @@ const GOOGLE_MAX_CONVERSION_AGE_IN_DAYS: number = 90;
 /*
  * Google Ads offline click conversions
  * (customers/{id}:uploadClickConversions) with OAuth2 refresh-token auth.
- * Supports gclid, wbraid and gbraid click ids. Uses partialFailure so valid
- * conversions succeed even when others in the batch fail.
+ * Supports gclid, wbraid and gbraid click ids, plus enhanced conversions — a
+ * SHA-256 email in userIdentifiers. Uses partialFailure so valid conversions
+ * succeed even when others in the batch fail.
+ *
+ * A hashed email is attached to EVERY upload that has one, which only improves
+ * matching. Uploading a conversion that has ONLY a hashed email — enhanced
+ * conversions for leads, and the only way a sales-led deal months after the
+ * click is ever attributed — additionally requires the account to be set up
+ * for it, so it is gated on
+ * GOOGLE_ADS_ENHANCED_CONVERSIONS_FOR_LEADS_ENABLED.
  */
 export default class GoogleAdsProvider extends ConversionUploadProvider {
   public override readonly key: string = "google";
@@ -49,9 +61,14 @@ export default class GoogleAdsProvider extends ConversionUploadProvider {
   protected override getProviderSkipReason(
     conversion: MarketingConversion,
   ): ConversionSkip | null {
-    if (!this.getGoogleClickId(conversion)) {
+    if (
+      !this.getGoogleClickId(conversion) &&
+      !this.canUploadAsLead(conversion)
+    ) {
       return {
-        reason: "No Google click id (gclid/wbraid/gbraid)",
+        reason: GoogleAdsEnhancedConversionsForLeadsEnabled
+          ? "No Google click id (gclid/wbraid/gbraid) and no email to match on"
+          : "No Google click id (gclid/wbraid/gbraid)",
         isPermanent: true,
       };
     }
@@ -94,10 +111,49 @@ export default class GoogleAdsProvider extends ConversionUploadProvider {
     return null;
   }
 
+  /*
+   * Enhanced conversions for leads: this conversion has no click id, but it
+   * has an email and the account is configured to match on one.
+   */
+  private canUploadAsLead(conversion: MarketingConversion): boolean {
+    return Boolean(
+      GoogleAdsEnhancedConversionsForLeadsEnabled &&
+        this.getHashedEmail(conversion),
+    );
+  }
+
+  /*
+   * userIdentifiers per the enhanced-conversions spec. FIRST_PARTY is the
+   * correct source: the address was given to OneUptime directly, not bought or
+   * inferred.
+   */
+  private getUserIdentifiers(
+    conversion: MarketingConversion,
+  ): Array<JSONObject> {
+    const hashedEmail: string | undefined = this.getHashedEmail(conversion);
+
+    if (!hashedEmail) {
+      return [];
+    }
+
+    return [
+      {
+        hashedEmail: hashedEmail,
+        userIdentifierSource: "FIRST_PARTY",
+      },
+    ];
+  }
+
   private getConversionActionId(conversion: MarketingConversion): string {
-    return this.isSignUp(conversion)
-      ? GoogleAdsSignUpConversionActionId
-      : GoogleAdsPaidSubscriptionConversionActionId;
+    const mapping: ConversionTypeMapping<string> = {
+      [MarketingConversionType.SignUp]: GoogleAdsSignUpConversionActionId,
+      [MarketingConversionType.MeetingBooked]:
+        GoogleAdsMeetingBookedConversionActionId,
+      [MarketingConversionType.PaidSubscription]:
+        GoogleAdsPaidSubscriptionConversionActionId,
+    };
+
+    return this.resolveByConversionType(conversion, mapping) || "";
   }
 
   private async getAccessToken(): Promise<string> {
@@ -174,6 +230,13 @@ export default class GoogleAdsProvider extends ConversionUploadProvider {
           ),
         };
 
+        const userIdentifiers: Array<JSONObject> =
+          this.getUserIdentifiers(conversion);
+
+        if (userIdentifiers.length > 0) {
+          payload["userIdentifiers"] = userIdentifiers;
+        }
+
         const valueInUSD: number | undefined = this.getValueInUSD(conversion);
 
         if (valueInUSD !== undefined) {

package/Server/Utils/Marketing/Providers/LinkedIn.ts

@@ -2,14 +2,17 @@ import axios, { AxiosError } from "axios";
 import {
   LinkedInApiVersion,
   LinkedInConversionsAccessToken,
+  LinkedInMeetingBookedConversionId,
   LinkedInPaidSubscriptionConversionId,
   LinkedInSignUpConversionId,
 } from "../../../EnvironmentConfig";
 import ConversionUploadProvider, {
   ConversionSkip,
+  ConversionTypeMapping,
   ConversionUploadBatchResult,
 } from "../ConversionUploadProvider";
 import { JSONObject } from "../../../../Types/JSON";
+import { MarketingConversionType } from "../../../../Types/Marketing/MarketingConversion";
 import MarketingConversion from "../../../../Models/DatabaseModels/MarketingConversion";
 
 const REQUEST_TIMEOUT_MS: number = 30000;
@@ -18,11 +21,12 @@ const REQUEST_TIMEOUT_MS: number = 30000;
 const LINKEDIN_MAX_CONVERSION_AGE_IN_DAYS: number = 90;
 
 /*
- * LinkedIn Conversions API (api.linkedin.com/rest/conversionEvents) using
- * the li_fat_id first-party click id. Conversion rules are referenced by
- * urn:lla:llaPartnerConversion:{id}. Events are posted one at a time (small
- * volumes); auth-level failures abort the batch for retry, other per-event
- * rejections are recorded as permanent.
+ * LinkedIn Conversions API (api.linkedin.com/rest/conversionEvents) matching
+ * on the li_fat_id first-party click id, a SHA-256 email, or both — LinkedIn
+ * accepts several userIds and resolves whichever it can. Conversion rules are
+ * referenced by urn:lla:llaPartnerConversion:{id}. Events are posted one at a
+ * time (small volumes); auth-level failures abort the batch for retry, other
+ * per-event rejections are recorded as permanent.
  *
  * Note: LinkedIn access tokens expire (typically 60 days) — the token in
  * LINKEDIN_CONVERSIONS_ACCESS_TOKEN must be rotated externally.
@@ -44,9 +48,9 @@ export default class LinkedInProvider extends ConversionUploadProvider {
   protected override getProviderSkipReason(
     conversion: MarketingConversion,
   ): ConversionSkip | null {
-    if (!this.getClickId(conversion, "li_fat_id")) {
+    if (this.getUserIds(conversion).length === 0) {
       return {
-        reason: "No LinkedIn click id (li_fat_id)",
+        reason: "No LinkedIn click id (li_fat_id) and no email to match on",
         isPermanent: true,
       };
     }
@@ -71,9 +75,48 @@ export default class LinkedInProvider extends ConversionUploadProvider {
   }
 
   private getConversionRuleId(conversion: MarketingConversion): string {
-    return this.isSignUp(conversion)
-      ? LinkedInSignUpConversionId
-      : LinkedInPaidSubscriptionConversionId;
+    const mapping: ConversionTypeMapping<string> = {
+      [MarketingConversionType.SignUp]: LinkedInSignUpConversionId,
+      [MarketingConversionType.MeetingBooked]:
+        LinkedInMeetingBookedConversionId,
+      [MarketingConversionType.PaidSubscription]:
+        LinkedInPaidSubscriptionConversionId,
+    };
+
+    return this.resolveByConversionType(conversion, mapping) || "";
+  }
+
+  /*
+   * Every identifier LinkedIn can resolve this person by. Sending both when
+   * both exist raises the match rate; sending only the email is how a demo
+   * booked on one device and a licence signed on another are still joined to
+   * the click that started it.
+   */
+  private getUserIds(conversion: MarketingConversion): Array<JSONObject> {
+    const userIds: Array<JSONObject> = [];
+
+    const clickId: string | undefined = this.getClickId(
+      conversion,
+      "li_fat_id",
+    );
+
+    if (clickId) {
+      userIds.push({
+        idType: "LINKEDIN_FIRST_PARTY_ADS_TRACKING_UUID",
+        idValue: clickId,
+      });
+    }
+
+    const hashedEmail: string | undefined = this.getHashedEmail(conversion);
+
+    if (hashedEmail) {
+      userIds.push({
+        idType: "SHA256_EMAIL",
+        idValue: hashedEmail,
+      });
+    }
+
+    return userIds;
   }
 
   public override async upload(
@@ -92,12 +135,7 @@ export default class LinkedInProvider extends ConversionUploadProvider {
         // Dedup key: a retried batch must not double-count conversions.
         eventId: conversion.id!.toString(),
         user: {
-          userIds: [
-            {
-              idType: "LINKEDIN_FIRST_PARTY_ADS_TRACKING_UUID",
-              idValue: this.getClickId(conversion, "li_fat_id") || "",
-            },
-          ],
+          userIds: this.getUserIds(conversion),
         },
       };
 

package/Server/Utils/Marketing/Providers/Meta.ts

@@ -1,5 +1,4 @@
 import axios, { AxiosResponse } from "axios";
-import crypto from "crypto";
 import {
   MetaConversionsAccessToken,
   MetaConversionsPixelId,
@@ -7,9 +6,11 @@ import {
 } from "../../../EnvironmentConfig";
 import ConversionUploadProvider, {
   ConversionSkip,
+  ConversionTypeMapping,
   ConversionUploadBatchResult,
 } from "../ConversionUploadProvider";
 import { JSONObject } from "../../../../Types/JSON";
+import { MarketingConversionType } from "../../../../Types/Marketing/MarketingConversion";
 import MarketingConversion from "../../../../Models/DatabaseModels/MarketingConversion";
 
 const REQUEST_TIMEOUT_MS: number = 30000;
@@ -23,6 +24,11 @@ const META_MAX_EVENT_AGE_IN_DAYS: number = 7;
  * per Meta's customer-information matching spec; the raw email never leaves
  * OneUptime. event_id is the conversion row id, so Meta deduplicates
  * retried uploads (and browser-pixel duplicates) server-side.
+ *
+ * An event is uploadable with a click id, a hashed email, or both — Meta
+ * matches on either. Requiring fbclid, as this provider used to, discarded
+ * every conversion whose click id had not survived to the moment of
+ * conversion, which is most of a sales-led funnel.
  */
 export default class MetaProvider extends ConversionUploadProvider {
   public override readonly key: string = "meta";
@@ -35,9 +41,19 @@ export default class MetaProvider extends ConversionUploadProvider {
   protected override getProviderSkipReason(
     conversion: MarketingConversion,
   ): ConversionSkip | null {
-    if (!this.getClickId(conversion, "fbclid")) {
+    if (
+      !this.getClickId(conversion, "fbclid") &&
+      !this.getHashedEmail(conversion)
+    ) {
       return {
-        reason: "No Meta click id (fbclid)",
+        reason: "No Meta click id (fbclid) and no email to match on",
+        isPermanent: true,
+      };
+    }
+
+    if (!this.getEventName(conversion)) {
+      return {
+        reason: "No Meta event name mapped for this conversion type",
         isPermanent: true,
       };
     }
@@ -52,11 +68,19 @@ export default class MetaProvider extends ConversionUploadProvider {
     return null;
   }
 
-  private hashEmail(email: string): string {
-    return crypto
-      .createHash("sha256")
-      .update(email.trim().toLowerCase())
-      .digest("hex");
+  /*
+   * Standard Meta event names. `Schedule` is Meta's own name for a booked
+   * meeting, and it carries no revenue — which is what keeps a demo out of the
+   * Purchase optimisation pool.
+   */
+  private getEventName(conversion: MarketingConversion): string | undefined {
+    const mapping: ConversionTypeMapping<string> = {
+      [MarketingConversionType.SignUp]: "CompleteRegistration",
+      [MarketingConversionType.MeetingBooked]: "Schedule",
+      [MarketingConversionType.PaidSubscription]: "Purchase",
+    };
+
+    return this.resolveByConversionType(conversion, mapping);
   }
 
   /*
@@ -74,20 +98,28 @@ export default class MetaProvider extends ConversionUploadProvider {
     const data: Array<JSONObject> = conversions.map(
       (conversion: MarketingConversion) => {
         const eventAt: Date = conversion.conversionAt || new Date();
-        const fbclid: string = this.getClickId(conversion, "fbclid") || "";
+        const fbclid: string | undefined = this.getClickId(
+          conversion,
+          "fbclid",
+        );
 
-        const userData: JSONObject = {
-          fbc: this.buildFbc(fbclid, eventAt),
-        };
+        const userData: JSONObject = {};
+
+        // Only send fbc when there is a click id to build it from.
+        if (fbclid) {
+          userData["fbc"] = this.buildFbc(fbclid, eventAt);
+        }
+
+        const hashedEmail: string | undefined = this.getHashedEmail(conversion);
 
-        if (conversion.email) {
-          userData["em"] = [this.hashEmail(conversion.email)];
+        if (hashedEmail) {
+          userData["em"] = [hashedEmail];
         }
 
-        const isSignUp: boolean = this.isSignUp(conversion);
+        const eventName: string = this.getEventName(conversion) || "Lead";
 
         const payload: JSONObject = {
-          event_name: isSignUp ? "CompleteRegistration" : "Purchase",
+          event_name: eventName,
           event_time: Math.floor(eventAt.getTime() / 1000),
           event_id: conversion.id!.toString(),
           /*
@@ -104,9 +136,11 @@ export default class MetaProvider extends ConversionUploadProvider {
         /*
          * Purchase events REQUIRE custom_data.value and currency — one
          * valueless Purchase (custom-pricing plan) would 400 the entire
-         * batch. Send 0 when the value is unknown.
+         * batch. Send 0 when the value is unknown. Lead-shaped events
+         * (Schedule, Lead) never carry a value: getValueInUSD returns
+         * undefined for them, so no custom_data is attached at all.
          */
-        if (!isSignUp || valueInUSD !== undefined) {
+        if (eventName === "Purchase" || valueInUSD !== undefined) {
           payload["custom_data"] = {
             value: valueInUSD ?? 0,
             currency: "USD",

package/Server/Utils/Marketing/Providers/MicrosoftAds.ts

@@ -3,6 +3,7 @@ import {
   MicrosoftAdsAccountId,
   MicrosoftAdsCustomerId,
   MicrosoftAdsDeveloperToken,
+  MicrosoftAdsMeetingBookedConversionName,
   MicrosoftAdsOAuthClientId,
   MicrosoftAdsOAuthClientSecret,
   MicrosoftAdsOAuthRefreshToken,
@@ -11,9 +12,11 @@ import {
 } from "../../../EnvironmentConfig";
 import ConversionUploadProvider, {
   ConversionSkip,
+  ConversionTypeMapping,
   ConversionUploadBatchResult,
 } from "../ConversionUploadProvider";
 import { JSONObject } from "../../../../Types/JSON";
+import { MarketingConversionType } from "../../../../Types/Marketing/MarketingConversion";
 import MarketingConversion from "../../../../Models/DatabaseModels/MarketingConversion";
 
 const REQUEST_TIMEOUT_MS: number = 30000;
@@ -23,10 +26,11 @@ const MICROSOFT_MAX_CONVERSION_AGE_IN_DAYS: number = 90;
 
 /*
  * Microsoft Advertising (Bing Ads) offline conversions via the Campaign
- * Management v13 REST surface (OfflineConversions/Apply) using msclkid.
- * Offline conversion goals are matched by conversion NAME configured in the
- * Microsoft Advertising UI. OAuth2 refresh-token flow against Microsoft
- * identity platform with the msads.manage scope.
+ * Management v13 REST surface (OfflineConversions/Apply), matching on msclkid
+ * or on a SHA-256 email (Microsoft's enhanced conversions). Offline conversion
+ * goals are matched by conversion NAME configured in the Microsoft Advertising
+ * UI. OAuth2 refresh-token flow against Microsoft identity platform with the
+ * msads.manage scope.
  */
 export default class MicrosoftAdsProvider extends ConversionUploadProvider {
   public override readonly key: string = "microsoft";
@@ -48,9 +52,12 @@ export default class MicrosoftAdsProvider extends ConversionUploadProvider {
   protected override getProviderSkipReason(
     conversion: MarketingConversion,
   ): ConversionSkip | null {
-    if (!this.getClickId(conversion, "msclkid")) {
+    if (
+      !this.getClickId(conversion, "msclkid") &&
+      !this.getHashedEmail(conversion)
+    ) {
       return {
-        reason: "No Microsoft click id (msclkid)",
+        reason: "No Microsoft click id (msclkid) and no email to match on",
         isPermanent: true,
       };
     }
@@ -77,9 +84,15 @@ export default class MicrosoftAdsProvider extends ConversionUploadProvider {
   }
 
   private getConversionName(conversion: MarketingConversion): string {
-    return this.isSignUp(conversion)
-      ? MicrosoftAdsSignUpConversionName
-      : MicrosoftAdsPaidSubscriptionConversionName;
+    const mapping: ConversionTypeMapping<string> = {
+      [MarketingConversionType.SignUp]: MicrosoftAdsSignUpConversionName,
+      [MarketingConversionType.MeetingBooked]:
+        MicrosoftAdsMeetingBookedConversionName,
+      [MarketingConversionType.PaidSubscription]:
+        MicrosoftAdsPaidSubscriptionConversionName,
+    };
+
+    return this.resolveByConversionType(conversion, mapping) || "";
   }
 
   private async getAccessToken(): Promise<string> {
@@ -137,7 +150,6 @@ export default class MicrosoftAdsProvider extends ConversionUploadProvider {
     const body: JSONObject = {
       OfflineConversions: conversions.map((conversion: MarketingConversion) => {
         const payload: JSONObject = {
-          MicrosoftClickId: this.getClickId(conversion, "msclkid") || "",
           ConversionName: this.getConversionName(conversion),
           // ISO 8601 UTC, e.g. 2026-07-18T12:34:56Z.
           ConversionTime: (conversion.conversionAt || new Date())
@@ -145,6 +157,21 @@ export default class MicrosoftAdsProvider extends ConversionUploadProvider {
             .replace(/\.\d{3}Z$/, "Z"),
         };
 
+        const clickId: string | undefined = this.getClickId(
+          conversion,
+          "msclkid",
+        );
+
+        if (clickId) {
+          payload["MicrosoftClickId"] = clickId;
+        }
+
+        const hashedEmail: string | undefined = this.getHashedEmail(conversion);
+
+        if (hashedEmail) {
+          payload["HashedEmailAddress"] = hashedEmail;
+        }
+
         const valueInUSD: number | undefined = this.getValueInUSD(conversion);
 
         if (valueInUSD !== undefined) {