Microsoft Ads conversion tracking for furniture brands

Specific to Microsoft × Furniture

Microsoft Ads for furniture: variable revenue on every UET purchase

Track furniture orders in Microsoft Ads with a UET purchase goal that passes the real order revenue as a variable value, msclkid stored on the order or quote record, and offline conversion import for showroom and phone orders. Read every imported goal, because accounts copied from Google often carry a fixed default value.

Microsoft · Furniture · architecture

How Microsoft and furniture brands actually connect

1. 1

   The conversion in furniture brands

   Product view, sample or quote request, order placed, delivery, return. The gap between the first and third is weeks, which is the constraint everything else follows from.

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

   your order records, net of cancellations and returns.

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.