Microsoft Ads conversion tracking for event venues

Specific to Microsoft × Event venues

Microsoft Ads for venues: corporate planners searching from work

Track an event venue on Microsoft Ads with a conversion goal for the attended site visit, matched on msclkid saved to the enquiry and uploaded through offline conversion import. Split corporate and private-event enquiries into separate goals, since Bing's desk-bound audience brings more corporate planners than weddings.

Microsoft · Event venues · architecture

How Microsoft and event venues actually connect

1. 1

   The conversion in event venues

   Two questions kept apart: what can be optimized toward inside an import window, and what is actually revenue a year later. The tour is the first; the signed contract is the second.

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 venue management system — contracts signed by signature date, at contract value, for the same window.

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.