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Call and text conversions in Microsoft Advertising

Track calls and texts as conversions in Microsoft Advertising when you use CallRail's visitor 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:

  1. An active website pool.
  2. The JavaScript snippet installed on your website or landing page you're tracking.
  3. 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, follow the instructions in this support article first, then return to this article to complete your setup.

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 Tools from the global menu at the top of the page, then click Conversion goals.

  2. Your conversions in Microsoft Advertising display as Phone Call and Text Message.


    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 an existing campaign. 

  2. Click Settings in the left-hand menu, then scroll to find the Campaign URL options section.

  3. Expand the Tracking template setting as necessary to edit it, then enter the following keyword tracking parameter in the form field: 



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


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.

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