Microsoft (Bing) Ads Conversion Tracking And Attribution – How To Set Up

Attributing conversions to Bing Ads (Microsoft Ads) is a critical yet often challenging task. Sales might occur offline or within external systems such as a CRM or payment processor, making it difficult to rely solely on browser-based tracking methods like UET (Universal Event Tracking) tags. Able CDP solves this issue through its robust server-side conversion tracking and integration with Microsoft Ads Conversion Tracking API.

Able's integration combines back-end customer data (such as name, email, and phone from CRM or payment systems) with front-end tracking data (such as browser ID and MSCLKID) to maximize conversion attribution accuracy. By linking the click identifier (MSCLKID) from the user's initial interaction with detailed customer data captured during transactions, Able ensures that over 90% of conversions—whether online or offline—can be accurately attributed in Microsoft Ads.

How Able Integration Works with Bing Ads

1. Click ID Association
   
   Able tracks the MSCLKID parameter from the user's initial interaction on your website and associates it with a visitor identifier. When the visitor completes a lead form, purchase, or another conversion action, Able links their personal details (e.g., email and phone) with the MSCLKID. This ensures that even offline or cross-device conversions can be attributed back to the original click.

2. Data Sent to Microsoft Ads Conversion API
   
   When a conversion occurs, Able sends the following information to Microsoft Ads:

   • Microsoft Ad Identifiers: The original click ID (MSCLKID) and browser details (such as IP and user agent).
   • Advanced Match Parameters: Customer details such as email and phone, allowing Microsoft Ads to attribute conversions even when the click ID is unavailable or incomplete.
   • Event-Specific Data: Conversion details such as type (e.g., Purchase, Lead), value, and currency, ensuring precise reporting.

3. Improved Attribution Accuracy
   
   By sending both click identifiers and enriched customer data in a single event, Able enables Microsoft Ads to attribute conversions more reliably compared to standard UET tag implementations. This significantly reduces the percentage of unattributed sales caused by cross-device interactions, ad blockers, or offline transactions.