Call & Text Conversions in Microsoft Advertising

Track calls and texts as conversions in Microsoft Advertising when you use CallRail's keyword-level tracking. Once your integration with Microsoft Advertising is active, we’ll report your Bing PPC calls and texts as offline conversions.

Getting Started

CallRail’s integration with Microsoft Advertising requires the following:

- An active keyword tracking pool

The JavaScript snippet installed on your website or landing page you're tracking

- Auto-tagging enabled within your Microsoft Advertising account 

For this tutorial, we'll assume you've already integrated your CallRail account with Microsoft Advertising. If you haven’t linked your accounts yet, follow the instructions in this support article first, then return to this article to complete setup:

Microsoft Advertising Integration

Important note: When you activate your Microsoft Advertising integration, calls and texts to your tracking numbers will not begin sending as conversions for two hours. Once your calls and texts start sending, there can be up to a five-hour delay before you'll see your conversions appear on your Microsoft Advertising account dashboard.

Viewing Call and Text Conversions in Microsoft Advertising

Use this set of instructions to find your call and text conversions in Microsoft Advertising.

  1. Once you're logged into Microsoft Advertisings, select Conversion Tracking in the left-hand sidebar, then click Conversion goals.

    Screen_Shot_2018-09-19_at_4.50.34_PM.png
  2. Your conversions in Microsoft Advertising display as Phone Call and Text Message.

    Screen_Shot_2018-09-19_at_4.50.13_PM.png

    Important note: Changing the name of the conversion ("Phone Call" or "Text Message") will prevent CallRail from sending your conversion data to Microsoft; however, you can edit the other conversion fields if you'd like.

Tracking Keywords in CallRail

Adding a keyword tracking template allows you to report keywords into your CallRail call log and caller timelines so you can see which keywords are driving your offline conversions.  Adding the ?keyword={keyword} parameter to your URLs in Microsoft Advertising is a recommended last step to setting up your Microsoft Advertising integration.

  1. Log into your Microsoft Advertising account and select Shared Library on the left sidebar. 

  2. Scroll to the bottom and select View URL options.

  3. Enter the following keyword tracking parameter in the Tracking template form field: 
    {lpurl}?utm_term={keyword} 

    Screen_Shot_2018-09-24_at_11.26.37_AM.png

  4. Select Auto-tagging of Click ID to automatically apply the MSCLKID to your URLs. 

FAQs

Why don't I see my conversions in Microsoft Advertising?

When you first activate the Microsoft Advertising integration, there is a two-hour window where new phone call and text conversions will not send to Microsoft Advertising. After that window, there will always be a delay of up to five hours before your phone call and text conversions will show on your Microsoft Advertising dashboard.

Can I edit the conversion that CallRail creates when I activate my integration?

Changing the name of the conversion ("Phone Call") will prevent CallRail from sending your conversion data to Microsoft; however, you can edit the other conversion fields if you'd like.

Do I need to add UET tags for my calls to report as conversions in Microsoft Advertising?

CallRail's Microsoft Advertising integration doesn't require UET tags for offline conversions like phone calls.