Microsoft Ads conversion tracking for cannabis dispensaries

Specific to Microsoft × Cannabis dispensaries

Microsoft and dispensaries: Bing Places counts, ads do not

Microsoft Advertising's policies prohibit cannabis products, so a dispensary has no msclkid, no UET goal and no offline import to build. The Microsoft surface worth measuring is the free Bing Places listing. Tag its website link with UTM parameters and attribute completed POS orders to that source in your own reporting.

Microsoft · Cannabis dispensaries · architecture

How Microsoft and cannabis dispensaries actually connect

1. 1

   The conversion in cannabis dispensaries

   The money event is a completed, paid order. What changes here is not the definition but which channels can legally carry an identifier to it at all.

2. 2

   Microsoft Ads needs a click to match

   msclkid inside the import window, a conversion goal name matching one in the account, a timestamp and a value.

3. 3

   The identifier: msclkid

   Microsoft's click identifier, appended when auto-tagging is enabled. It depends on the UET tag being present on the site — without UET, msclkid arrives in the URL and there's nothing consuming it, which is a common half-configured state on accounts imported from Google.

4. 4

   Where it gets sent from

   The POS — completed and paid orders by date, split direct versus marketplace.

5. 5

   Deduplication and window

   The same counting question applies: one conversion per click for lead-type goals, every conversion for ecommerce. Accounts imported from Google frequently carry over the goal structure and not the counting review, so it's worth reading every goal rather than assuming the import got it right. Check Microsoft's current offline import window and attribution settings directly. They resemble Google's closely enough to be assumed and differ enough to matter.