Microsoft Dynamics

Overview

Signals reads leads, contacts and status changes from Microsoft Dynamics on a schedule and sends the fields you mapped on to your ad platforms.

Dynamics offers two ways to authenticate. Client Credentials uses an Azure app registration, so expect to need someone with Azure access alongside you. OAuth needs only the domain name and a sign-in.

The Leads module is supported. It holds both the contact details destinations match on and the status that carries the outcome.

Supported destinations

Destinations supported by Microsoft Dynamics

Category	Supported
Offline Conversions	Google Offline Conversions API Google Store Sales LinkedIn Offline Conversions API Meta Offline Conversions API OpenAI Offline Conversions API Snapchat Offline Conversions API TikTok Offline Events API
Lead Conversions	Google Enhanced Conversions for Leads LinkedIn Leads Conversions API Meta Conversions API for CRM Snapchat Leads Conversions API TikTok CRM Integrations
Custom Audience	Google Customer Match Meta Custom Audience Snapchat Custom Audience TikTok Custom Audience

Prerequisites

• A Microsoft Dynamics account holding the records you intend to sync, in the module you intend to read: Leads. The fields you intend to map must already exist.
• Administrator access to your Dynamics 365 environment, and to Microsoft Entra ID if you authenticate with client credentials. You need it to register the application and grant read access to the Leads module and its records.
• A single-select field on the Leads module holding each lead’s stage, such as New, Contacted, Qualified, Won or Lost. Each value maps to a conversion event, so a lead left on a stale stage reports the wrong one.

Authentication

In Studio, open Sources, find the CRM category, and click the MS Dynamics tile. Two authentication types are available, Client Credentials and OAuth. Choose one before entering anything.

Client Credentials. Enter the five values below, then click Validate Credentials.

Field	Where to find it
Dynamics Domain Name	The domain of your Dynamics 365 account, visible in the browser address bar once you are signed in.
Web API Endpoint	In Microsoft Power Apps, open Settings, then Developer Resources.
Application Client ID	In Microsoft Entra ID, open App Registrations and create or open a registration.
Client Secret	Generated on that registration. Copy the Value field, not the secret ID, and note that Azure shows it once.
Tenant ID	Also called the Directory ID, shown on the same registration.

OAuth. Enter the Dynamics Domain Name only, then sign in from that screen. Nothing else is asked for, because the sign-in supplies the rest.

Caution

On Client Credentials, the client secret carries an expiry date set when it was created. Note that date somewhere, because the connection will stop working on it with no other warning. Azure shows the secret once, so enter it on the Datahash connection screen and keep any other copy where your team keeps credentials.

Configuration

Instance Setup

Select the Integration Type based on where the data needs to be sent. The options are Offline Events, Audience, Meta CAPI CRM, Google Leads, TikTok Leads, Snapchat Leads and LinkedIn Leads. The choice decides which fields you are asked to map and which destinations the connection can feed, so settle it first. Then choose the Leads module and give the instance a name.

Field mapping

Map your Microsoft Dynamics fields onto the schema Signals expects. Each field is a dropdown of your own fields, so nothing has to be renamed in the CRM. What you are asked to map depends on the integration type.

Group	Fields
Configuration	Event name, event time, last modified date, lead lifecycle stage.
Personal information	Email, phone, first name, last name, city, state, country, postcode, gender, date of birth, Facebook click ID, Google click ID, OpenAI identifier, source URL.
Product	Total value, currency, product type, name, category, ID, brand, price, quantity, transaction ID, number of items.

Test connection

Click Test Connection before finishing. It checks both that the credentials still work and that the mapped fields actually contain data, so a mapping pointed at an empty field fails here rather than silently later.

Manage instance

One instance is configured for one integration type. To feed a different integration type, configure it on a new instance from the Manage existing instance table. To change an existing one, open it from the Manage existing instance table, click the edit option in the menu to the top right, update the fields and click Finish.

Data & identifiers

Only the fields you map are read. Personal identifiers are normalized and SHA-256 hashed before they are sent to any destination.

Email, phone, name and location are what destinations match on. Value, currency and product fields describe the conversion rather than the person, so they do not affect match rates.

Best practices

• If you map a platform lead ID such as the Meta Lead ID, keep that field as text. A numeric field truncates long IDs, which is the most common cause of lead conversions never matching.
• Record the client secret expiry date when you create it. An expired secret stops the connection and nothing warns you beforehand.
• Ensure the module holds personal information such as email address and phone number. Destinations weight these highest, so records without them match at a much lower rate.
• Maintaining consistent formatting in Microsoft Dynamics helps match rates: email addresses in lowercase, phone numbers in E.164 format, and no trailing spaces.

Troubleshooting & FAQ

Syncing stopped with no configuration change. The Azure client secret has probably expired. Generate a new one and re-validate.

Match rates are low. Map more identifiers and fix formatting at source. A hash only matches if both sides normalized the value the same way.