Microsoft Ads conversion tracking for local service businesses

Specific to Microsoft × Local services

Microsoft Ads for local services: the call goals the import missed

Track a local service business on Microsoft Ads with UET on every page, a click-to-call event on tel: links, call conversions where Microsoft's call tracking is available, and msclkid stored on each booked job. Import completed jobs as an offline conversion goal with invoice value, counted once per click.

Microsoft · Local services · architecture

How Microsoft and local service businesses actually connect

1. 1

   The conversion in local service businesses

   Discovery, call or direction request, job booked, job completed. Most of the funnel happens off your site, which is the defining constraint.

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 scheduling system's completed jobs and invoices.

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.