---
title: "Microsoft Ads: Permissions issues guide"
description: In this article, we will guide you on how to solve login failures and permission errors when connecting your Hub Account to Microsoft Ads
---
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July 23, 2025
# Microsoft Ads: Permissions issues guide
## In this article, we will guide you on how to solve login failures and permission errors when connecting your Hub Account to Microsoft Ads
If you're encountering **login failures** or **permission-related errors** when trying to connect your Hub Account to Bing Ads through **Dataslayer**, the issue is often due to changes Microsoft made in mid-2021 to the authentication process. This article will guide you through the steps to resolve this issue and successfully connect your Bing Ads account.
### **Understanding the cause of Microsoft Ads Login Errors**
When trying to connect your **Hub Account** to **Microsoft Ads**, permission issues usually arise from the **Azure Active Directory** settings associated with your account. If the user account you're using to connect lacks the appropriate role in **Azure**, Microsoft blocks the authentication attempt.
One of the most common error messages you might encounter looks like this:
.png?width=688&height=172&name=New%20UI%20-%20Login%20AWS%20RedShift%20(9).png)
** This error originates from Microsoft's side and is not caused by Dataslayer.**
### How to successfully log in to Microsoft Ads
The login error is usually due to **permission settings** that need to be configured in **Microsoft Azure**. If the user account you're using to connect to **Microsoft Ads** through **Dataslayer** does not have the **API User role** assigned, Microsoft blocks the authentication attempt.
#### **Assign the "API User" Role in Azure**
To resolve this, follow these steps:
1. **Access your Azure Active Directory** associated with your **Microsoft Ads account**.
2. Locate the user account you're using for the connection.
3. Assign the **"API User"** role to this account.
For detailed **instructions** on how to change your role in the Azure platform, please refer to the **[official Microsoft guide](https://learn.microsoft.com/en-us/azure/role-based-access-control/role-assignments-portal)**.
Once the **"API User" role** is assigned, try logging in again. The process should now complete successfully without further issues.
If the issue persists after assigning the "API User" role, **contact your IT administrator** to confirm that the role has been correctly applied and that there are no other configuration issues.
If the problem continues, you can also **reach out to Microsoft Support** for further assistance. You can find out how to contact Microsoft **[here](https://about.ads.microsoft.com/en-us/microsoft-advertising-support)**.
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