Microsoft Ads conversion tracking for fencing contractors

Specific to Microsoft × Fencing

Microsoft Ads for fencing: older homeowners, smaller volume

For fencing on Microsoft Ads, install UET, capture msclkid alongside gclid on the quote form, and import signed contracts from the job management system as offline conversions at contract value. Expect lower volume than Google, so read the imported contracts as reporting before letting automated bidding act on them.

Microsoft · Fencing · architecture

How Microsoft and fencing contractors actually connect

1. 1

   The conversion in fencing contractors

   The money event is a signed contract at its real value. Material and length together produce a value spread wide enough that an average is actively misleading.

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 job management system — contracts signed by date, at contract value, by material, 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.