How to Set Up Microsoft Ads Offline Conversion Tracking

Overview

Offline conversion tracking in Microsoft Ads lets you import leads or sales from your CRM to connect them back to ad clicks. This shows which campaigns drive real revenue. This guide explains how to set it up step-by-step.

Step-by-Step Instructions

1. Create an offline conversion goal in Microsoft Ads

• Log in to Microsoft Ads.

• Go to Tools > Conversion Goals.

• Click Create a conversion goal.

• Choose Offline Conversion Import.

• Name the goal (example: "Closed Won Deal").

• Set Goal Category to Lead or Sale.

• Click Save.
  
  

2. Set up UET tag on your website (if not already)

• Go to Tools > UET Tag.

• Create a tag if you don’t have one.

• Install it on all pages of your website.

• This allows Microsoft Ads to collect click IDs (MSCLKID) for tracking.
  
  

3. Capture MSCLKID in your CRM

• Add a hidden field to your lead forms to store MSCLKID.

• Use JavaScript to pull MSCLKID from the URL and populate the field.

• Make sure MSCLKID is saved into your CRM along with the lead.
  
  

Pro Tip: Test your form to confirm MSCLKID is saved with lead details.

4. Export offline conversion data

• From your CRM, export a CSV file with these required fields:

• MSCLKID

• Conversion Name (must match the name in Microsoft Ads)

• Conversion Time (timestamp in yyyy-mm-dd hh:mm:ss format)
  
  

5. Upload offline conversions to Microsoft Ads

• In Microsoft Ads, go to Tools > Offline conversions.

• Click Upload.

• Select your CSV file.

• Map the columns to the correct fields.

• Click Upload and Preview.

• If no errors, click Submit.
  
  

6. Verify upload status

• Go to Offline conversions > Uploads.

• Check status column shows Completed.

• Go to Reports > Conversions to confirm offline conversions recorded.
  
  

7. Automate uploads (optional)

• Use Microsoft Ads API or supported partners to automate offline uploads.

• Or set up a recurring process to export and upload CSV files.
  
  

Pro Tip: Automating uploads ensures fresher data and less manual work.

Final Checklist

✅ Create offline conversion goal in Microsoft Ads
✅ Install UET tag on your website
✅ Capture MSCLKID in CRM
✅ Export CSV with MSCLKID, conversion name, and time
✅ Upload offline conversions to Microsoft Ads
✅ Confirm conversions recorded in reports

By setting this up, you’ll connect offline sales to your Microsoft Ads campaigns and measure ROI more accurately.