Chat Conversions in Microsoft Advertising

Track chat conversations as conversions by integrating with Microsoft Advertising. Once your integration with Microsoft is active, we’ll report your Bing PPC chat message submissions as offline conversions.

Getting Started

This feature is available for Chat Beta users. 

Additionally, CallRail’s integration with Microsoft Advertising requires the JavaScript snippet installed on your website and 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

Viewing Chat Conversions in Microsoft Advertising

Use this set of instructions to find your chat conversions in Microsoft Advertising.

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

  2. Your CallRail conversions in Microsoft Advertising display as Chat Capture.

    Important note: Changing the name of the conversion ("Chat Capture") prevents 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 chat message submission log and timelines so you can see which keywords are driving your conversions.  Adding the ?keyword={keyword} parameter to your URLs in Microsoft Advertising is a recommended last step to setting up your 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: 

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


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

When you first activate the Microsoft Advertising, there is a two-hour window where new chat conversions will not send to Microsoft Advertising. After that window, there will always be a delay of up to five hours before your chat 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 ("Chat Capture") 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 chat conversations to report as conversions in Microsoft Advertising?

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