Microsoft Ads conversion tracking for paving and asphalt contractors

Specific to Microsoft × Paving and asphalt

Microsoft Ads for paving: facilities buyers searching from work

Track paving on Microsoft Ads by capturing msclkid with the UET tag in place, storing it on the estimate record, and importing signed jobs from your estimating system through offline conversion import. Keep commercial and residential as separate conversion goals at contract value, and test LinkedIn profile targeting for commercial lot campaigns.

Microsoft · Paving and asphalt · architecture

How Microsoft and paving and asphalt contractors actually connect

1. 1

   The conversion in paving and asphalt contractors

   The money event is a signed job at contract value. An issued estimate is a cost you have already paid, not revenue you have earned.

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 estimating system — signed jobs by date, at contract value, tagged commercial or residential.

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.