Microsoft Ads conversion tracking for online gambling and betting operators

Specific to Microsoft × Online gambling

Microsoft Ads for betting operators: an older, desktop audience

If Microsoft Advertising approves your gambling ads for your licensed states, capture msclkid at registration, which requires UET on the site. Upload day-30 net player value after bonus cost through Microsoft's offline conversion import, and keep first deposit as a non-bidding goal. Confirm the import window and the market approval in Microsoft's documentation.

Microsoft · Online gambling · architecture

How Microsoft and online gambling and betting operators actually connect

1. 1

   The conversion in online gambling and betting operators

   The money event is net player value over a defined window, because deposits alone say nothing about whether a player was profitable.

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 player account system — net revenue per cohort over a defined window, after bonus cost.

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.