Azure Maps Creator uses WFS 3.0 (renamed to OGC API - features by the OGC after creator was launched). This uses CQL (common query language) for filtering. So, your URL would more likely look like this: https://us.atlas.microsoft.com/wfs/datasets/{datasetId}/collections/unit/items?subscription-key={SubscriptionKey}&api-version=2.0&filter=nameSubtitle='XYZ' Note that WFS 3 is still new and not fully locked down, as such Azure Maps appears to support only some of the capabilities currently as they are likely waiting for things to be locked in before exposing them. According to the Azure Maps docs "Only feature properties of scalar type and equals operator are supported. This is a special parameter where the parameter name is a case sensitive property name. The scheme for this parameter is {property name}={property value}. "
As for using custom properties to filter, it is possible, but those properties need to be part of the indoor maps schema otherwise they might get filtered out during the import process.