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Data warehouse ⇄ Marketing

Azure Synapse Analytics to Bingads integration — real-time, two-way sync

Keep Azure Synapse Analytics and Bingads in sync without custom scripts. Cut weeks of integration work, eliminate silent data drift, and give your team a single, reliable source of truth.

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Why teams connect Azure Synapse Analytics and Bingads

Put modeled data to work and measure what it drives: Azure Synapse Analytics and Bingads keep contacts, audiences, and campaign results in step in real time, in both directions.

Azure Synapse Analytics is where your team models customers, product usage, and revenue into trusted tables; Bingads runs the campaigns, audiences, and messages that reach those people. The two overlap wherever the same person, account, or segment matters to both, and when the bridge between them is a nightly export or a hand-built list, marketing targets stale data while analytics never sees what the campaign returned.

Stacksync syncs Views, Schemas, Materialized views, SQL pools in Azure Synapse Analytics with Accounts, Customers & Users, Performance Reports, Campaigns, Ad Groups in Bingads field by field, in real time, and in both directions. You decide which system owns which fields — a computed score or segment can flow out to Bingads while sends, opens, and conversions flow back to Azure Synapse Analytics — and Stacksync keeps every copy consistent and resolves conflicts by rules you set.

Common use cases

  • 01 Consolidate SaaS data alongside lake data so analysts join both through one SQL surface.
  • 02 Load CRM and ERP records into Synapse dedicated SQL pool tables for enterprise reporting.
  • 03 Import offline conversions - closed-won deals and qualified leads - from a CRM into Microsoft Advertising with ApplyOfflineConversions so automated bidding optimizes on real outcomes.
  • 04 Mirror Accounts, Customers, and users from Customer Management into an internal database for agency/MCC-style hierarchy and access reporting.

Common sync patterns

Keep the contact and audience list current

New and updated contacts, leads, or audience members flow between Azure Synapse Analytics and Bingads, so the marketing audience reflects the people in your warehouse and corrections propagate instead of the two sides drifting apart.

Suppression and consent stay aligned

Unsubscribes, bounces, and consent or opt-out flags held in either system propagate to the other, so no one is messaged after opting out and Azure Synapse Analytics holds the current state for auditing.

Enrich records with warehouse context

Product-usage counts, plan tier, region, or account owner computed in Azure Synapse Analytics appear on the matching record in Bingads, so targeting, routing, and personalization use up-to-date context.

What you can sync between Azure Synapse Analytics and Bingads

Representative objects on each side — any object or custom field can map to any target. Schemas are auto-detected; types are converted between the two systems.

Azure Synapse Analytics objects Bingads objects How this pairing syncs
Views Curated projections used when downstream tools should not read base tables directly. Ads Responsive search ads, expanded text ads, image and responsive ads; created and updated through Campaign Management so ad copy is managed from a source of truth. Views is specific to Azure Synapse Analytics and Ads to Bingads — each maps to any object or custom field on the other side.
Schemas Namespaces that separate staging, integration, and presentation layers. Keywords & Negative Keywords Bidded keywords and account/campaign/ad-group negative keywords with match types; CRUD, and the Bulk service is recommended for large keyword changes. Schemas is specific to Azure Synapse Analytics and Keywords & Negative Keywords to Bingads — each maps to any object or custom field on the other side.
Materialized views Precomputed aggregates that speed reads of frequently synced result sets. Budgets & Bid Strategies Shared budgets and automated bid strategies (e.g. Maximize Conversions, Target CPA); read and write so finance-approved spend and bids apply to live campaigns. Materialized views is specific to Azure Synapse Analytics and Budgets & Bid Strategies to Bingads — each maps to any object or custom field on the other side.
SQL pools Dedicated or serverless compute contexts that determine how and where queries run. Audiences & Remarketing Lists Remarketing, customer-match, in-market, and similar audiences; read and create/associate to keep audience lists aligned with a CDP or CRM. SQL pools is specific to Azure Synapse Analytics and Audiences & Remarketing Lists to Bingads — each maps to any object or custom field on the other side.
Tables (dedicated SQL pool) Distributed warehouse tables that serve as sync destinations for analytics workloads. Conversion Goals & Offline Conversions Conversion goals (read/create) plus ApplyOfflineConversions, which imports offline conversion events (closed deals, qualified leads) back into Microsoft Advertising to inform bidding. Tables (dedicated SQL pool) is specific to Azure Synapse Analytics and Conversion Goals & Offline Conversions to Bingads — each maps to any object or custom field on the other side.
External tables Tables over files in the data lake, queried through serverless SQL and often read-only in syncs. Ad Extensions (Assets) Sitelink, callout, image, call, and other extensions/assets associated to campaigns and ad groups; CRUD via Campaign Management. External tables is specific to Azure Synapse Analytics and Ad Extensions (Assets) to Bingads — each maps to any object or custom field on the other side.

How changes propagate between Azure Synapse Analytics and Bingads

Each direction of the sync is driven by what the source system can signal and what the destination accepts — detection, delivery, and expected latency below.

Azure Synapse Analytics Bingads Interval-based propagation

DetectionStacksync polls Azure Synapse Analytics for changes on an incremental schedule, reading only records changed since the previous pass. Polling on watermark columns.

DeliveryEach detected change is written to Bingads through its API, with automatic retries and rate-limit backoff.

Bingads Azure Synapse Analytics Interval-based propagation

DetectionStacksync polls Bingads for changes on an incremental schedule, reading only records changed since the previous pass. No webhooks or change-data-capture.

DeliveryEach detected change is applied to Azure Synapse Analytics as a row-level write, with types converted between the two schemas.

Rate-limit considerations

  • Bingads: Service-specific throttling rather than one global limit. Ad Insight caps calls per user per minute with a 60-second sliding window at the customer level. The Bulk service caps download/upload calls and, once hit, returns 'no more bulk upload or download calls will be permitted for this account,' clearing after up to 15 minutes; Campaign Management caps entities per call, so large changes go through Bulk.
What ships with Azure Synapse Analytics ⇄ Bingads

Connect Azure Synapse Analytics and Bingads for flexible, real-time data sync.

Real-time sync, workflow automation, event queues, EDI, and monitoring, for every Azure Synapse Analytics–Bingads connection.

Real-time

Two-way sync

Changes in Azure Synapse Analytics or Bingads instantly reflect in both systems. No stale data, no manual imports.

No-code + pro-code

Workflow automation

Trigger automated workflows whenever Azure Synapse Analytics or Bingads data changes, update records, fire webhooks, or kick off sequences without brittle API scripts.

At scale

Event queues

Handle millions of events per minute without losing a single Azure Synapse Analytics or Bingads record.

Observability

Monitoring

Track your Azure Synapse Analytics ⇄ Bingads sync health, view errors, and replay failed events in one click.

Trading partners

EDI

Transform legacy EDI complexity into simple database interactions between Azure Synapse Analytics and Bingads.

How the Azure Synapse Analytics and Bingads connectors work

Azure Synapse Analytics

Integration surface
SQL wire protocol (TDS) with T-SQL for SQL pools; additional Spark and pipeline surfaces exist but syncs use the SQL endpoint
Authentication
SQL authentication or Microsoft Entra ID
Change detection
Polling on watermark columns; Synapse SQL pools do not expose log-based CDC for downstream consumers
Capabilities
read · write

Bingads

Integration surface
SOAP web services (Bing Ads API v13): Campaign Management, Bulk, Reporting, Customer Management, Customer Billing, and Ad Insight services, plus offline conversion import. SDKs for C#, Java, Python, and PHP; a Sandbox environment mirrors production.
Authentication
OAuth 2.0 (Microsoft identity platform / Azure AD) access tokens passed in the SOAP AuthenticationToken header, plus a Microsoft Advertising Developer Token that authorizes API access; calls are scoped by CustomerId and account (CustomerAccountId).
Change detection
No webhooks or change-data-capture. Reporting is asynchronous - submit a report request, poll until it completes, then download the file. Current campaign state is refreshed via scheduled Bulk downloads (full or by last-sync date) or entity list calls.
Capabilities
read · write
Rate limits
Service-specific throttling rather than one global limit. Ad Insight caps calls per user per minute with a 60-second sliding window at the customer level. The Bulk service caps download/upload calls and, once hit, returns 'no more bulk upload or download calls will be permitted for this account,' clearing after up to 15 minutes; Campaign Management caps entities per call, so large changes go through Bulk.
How it works

How to connect Azure Synapse Analytics to Bingads — three steps, no code

Configure and sync within minutes, no code. Whether you sync 50k or 100M+ records, Stacksync handles the queues, infra, and plumbing. Integrations are non-invasive and need zero setup on your systems.

  1. 01

    Connect your apps

    Authenticate Azure Synapse Analytics and Bingads with each platform's native method — OAuth, API keys, or service accounts — plus secure options like SSH tunneling, IP whitelisting, and VPC peering.

    • OAuth 2.0
    • SSH tunnel
    • VPC peering
    Azure Synapse Analytics connected
    Bingads connected
    OAuth 2.0
    SSH tunnel
    SSL certificate
    VPC peering
  2. 02

    Choose tables

    Pick the Azure Synapse Analytics and Bingads objects to sync — Stacksync auto-detects both schemas, including custom fields where the platform exposes them. Sync to existing tables, or let Stacksync create new ones with ideal data types.

    • Standard objects
    • Custom objects
    • Auto-schema
    objects · Azure Synapse Analytics ⇄ Bingads
    Customers 12,480
    Sales Orders 8,213
    Invoices 5,902
    Items 1,344
  3. 03

    Map fields

    Fields map automatically even when names and types differ. Stacksync handles transformation and type casting for you, zero configuration required.

    • Auto-map
    • Type casting
    • Transforms
    Azure Synapse Analytics Bingads
    Company company_name text
    Email email text
    Amount amount numeric
    Created created_at timestamp
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FAQ

Azure Synapse Analytics and Bingads integration FAQ

SECURITY

Security teams trust Stacksync

As a data company, we understand the importance of keeping your data secure. Stacksync is built with security best practices to keep your data safe at every layer, and is DPF-certified for US, EU, UK and CH data transfers.

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SSO & SCIM

Let your users access Stacksync from your centralized user management systems. Works with Okta, Azure, Google SSO and more.

Alerts

Immediately get alerted about record syncing issues over email, Slack, PagerDuty and WhatsApp. Resolve issues from a centralized dashboard with retry and revert options.

Secure connection options

Securely connects to your systems with:

OAuth 2 SSH Tunnelling SSL certificates IP Whitelisting VPN gateway VPC peering and more

Related integrations

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