Microsoft Ads (Bing) Conversions
Use warehouse offline conversions for Microsoft Ads campaign measurement.
Connect this destination to write warehouse conversion events onto Microsoft Ads conversion goals, for use in campaign measurement.
This destination writes to your Microsoft Ads account and is a good fit when you want to:
- Get measurement for offline conversions in Microsoft Ads
- Use a warehouse table that has a conversion goal name, a timestamp, and a Microsoft Click ID
This maps to GrowthLoop Syncs:
| Use it for | Syncs |
|---|---|
| Sending offline conversions for measurement | ✓ |
You already connected Microsoft Ads as a destination. Do not use this workflow to add contacts to a Customer Match list. To activate customers for targeting, use Microsoft Ads.
Prerequisites
Make sure you have:
- Microsoft Ads connected as a destination.
- A conversion goal already created in that Microsoft Ads account. Wait 2 hours after you create the goal before you upload conversions. Microsoft does not apply uploads to a goal that is newer than that.
- A warehouse table of conversion events.
- Auto-tagging turned on so landing-page URLs include a Microsoft Click ID (
MSCLKID). See Microsoft's auto-tagging help.
Create a sync in GrowthLoop
Create a sync from a warehouse table to write conversion events onto Microsoft Ads conversion goals. See Syncs for information on how to complete those steps.
Select an Object Type:
| Object | Use it for | Sync modes |
|---|---|---|
| Conversion | Offline conversion events | Insert |
When you configure the sync:
- Connection: Select your Microsoft Ads destination.
- Object Type: Select Conversion.
- Update Rule: Choose Insert only. This destination adds new conversion events and does not update or remove previously uploaded events. See Sync behavior.
- Dataset/Table: Select the table that holds your conversion events. Use a unique event key so you do not re-send the same conversion.
- Match Field: Map Conversion Name.
After you map fields, click Save Route or Update Route. Enable the sync with the toggle at the top of the page.
When you update mappings on an existing sync, choose Updates only unless you need Back-fill. Back-fill rewrites already synced rows and can be expensive on your warehouse.
Conversion fields
| Destination field | Required | Description |
|---|---|---|
| Conversion Name | Yes | The conversion goal you already created in Microsoft Ads |
| Conversion Time | Yes | When the conversion occurred, in UTC. It must be within 90 days of the click. Example: 2020-04-30T17:02:35.6853793Z |
| Microsoft Click ID | Yes | The MSCLKID from the ad click |
| Conversion Currency Code | No | ISO currency code, such as USD |
| External Attribution Credit | No | Credit for an externally attributed conversion |
| External Attribution Model | No | Model name for that external attribution |
| Hashed Email Address | No | SHA-256 hashed email |
| Hashed Phone Number | No | SHA-256 hashed phone number |
NoteGrowthLoop does not list a conversion amount field. Microsoft's API stores the amount as
ConversionValue. Mapping Conversion Currency Code does not send a value. If you need to send an amount, reach out to [email protected] and we'll help.
See Microsoft's offline conversion parameters.
Sync behavior
| Behavior | What happens |
|---|---|
| When it runs | GrowthLoop sends the sync as a batch on the next successful run. Conversions can take up to 5 hours to appear in Microsoft Ads. |
| Insert only | GrowthLoop adds new conversion events. Syncs do not update or remove previously uploaded events. |
| 90-day window | Microsoft rejects a conversion whose time is more than 90 days after the click. |
| New conversion goal | Microsoft does not apply uploads to a goal created in the last 2 hours. |
| Audience membership | This sync does not create a Customer Match list. |
| Deletes | GrowthLoop does not delete previously uploaded conversion events. |
Rows without Conversion Name, Conversion Time, or Microsoft Click ID fail.
Confirm the export was successful
When the run finishes, confirm you can use the data in Microsoft Ads.
- Conversion sync: Open Conversion Tracking → Offline Conversions and look up the conversion goal you mapped.
This workflow does not create a targeting audience.
In GrowthLoop, confirm the sync appears in the Syncs table. See Syncs for more information.
Congrats on successfully exporting to Microsoft Ads (Bing) Conversions!
Troubleshooting
These are the issues we see most often. You can always email us at [email protected] for help.
| Problem | Cause | Resolution |
|---|---|---|
| You do not have a Microsoft Ads destination | The Ads destination is not connected yet | Connect Microsoft Ads first |
| A conversion sync fails | Conversion Name, Conversion Time, or Microsoft Click ID is missing | Map all three required fields |
| Conversions do not appear on the goal | The goal is newer than 2 hours, the time is not UTC, or the time is more than 90 days after the click | Wait 2 hours after creating the goal. Send Conversion Time in UTC and within 90 days of the click |
| Microsoft Click ID is empty | Auto-tagging is off, or the warehouse table does not store MSCLKID | Turn on auto-tagging and map the column that stores the click ID |
| A sync did not change Audiences | This sync writes conversions, not Customer Match lists | Export an audience on Microsoft Ads to create or update a Customer Match list |
Updated 16 days ago