Microsoft Ads conversion tracking for PEO and outsourced HR providers

Specific to Microsoft × PEO and HR

Microsoft Ads for PEOs: desktop buyers and company-size targeting

On Microsoft Ads, a PEO should capture msclkid with UET installed, carry it onto the CRM opportunity, and upload signed clients through offline conversion import, valued at worksite employees times margin times tenure. Microsoft's desktop-heavy, business-hours audience often fits PEO buyers, but confirm the import window before uploading January starts.

Microsoft · PEO and HR · architecture

How Microsoft and PEO and outsourced HR providers actually connect

1. 1

   The conversion in PEO and outsourced HR providers

   The money event is a client that actually onboards, valued by headcount. Because per-employee pricing means the value spread is enormous, a flat conversion value is worse here than in most B2B categories.

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 CRM — clients onboarded by start date, with worksite employee counts, 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.