Microsoft Ads integration

CallRail makes it possible to track calls and form submissions as conversions in Microsoft Ads. Once your integration is active, we’ll automatically report your Bing Paid calls and form fills to Microsoft Advertising as conversions.

Getting started

CallRail’s integration with Microsoft Ads requires:

- The JavaScript snippet installed on your website or landing page you're tracking.
- Visitor tracking (this is only a requirement if you'd like your calls to report as conversions).
- Auto-tagging enabled within your Microsoft Advertising account. 

If you have pre-existing conversion goals named "Phone Call", "Form Capture", and/or "Chat Capture," ensure they are not in the "Removed" status before activating the integration. We will not be able to post to or create separate goals if they are not in the "Enabled" status.

For more information on setting existing conversion goals to the "Enabled" status mentioned above, see Microsoft's help article.

Enable Microsoft Click ID auto-tagging for visitor tracking

Auto-tagging in Microsoft Advertising adds a unique click ID to your landing page URLs so when a customer navigates to your page via one of your paid ads, you can accurately track their source and other UTM parameters. Follow these steps in your Microsoft Ads account to enable auto-tagging at the account level, so that your ads will automatically be tagged for conversion tracking.

Microsoft Advertising instructions for auto-tagging.

  1. Click All campaigns, select Settings, and then select Account level options.

  2. Next to Auto-tagging, select Add UTM tags to my landing page URLs.

  3. Choose to either replace all existing tags or instead keep the tags you already have and have Microsoft Advertising add any additional tags that are missing. The first option will remove any UTM tags you already have and add the UTM tags used for auto-tagging. The second option will include the auto-tagging tags to your existing tags.

  4. Click Save to apply your changes to your account.

Integrating with Microsoft Ads

We recommend signing in to the email account associated with the Microsoft Advertising account you'd like to use first before setting up the CallRail integration to ensure the correct account is linked.

Follow the instructions below for each company you’d like to integrate with Microsoft Advertising.

  1. Click the Settings icon on the left navigation bar.

  2. Choose the company you’d like to integrate with Microsoft Advertising.

  3. Click Integrations at the top of the page.

  4. Choose Microsoft Advertising from the list of Integrations.

  5. Sign into the Microsoft Advertising account you'd like to use and click Authorize. This will redirect you to Microsoft, where you will be asked to authorize CallRail to send data to your Microsoft Advertising account. Choose Yes to authorize CallRail’s access.

  6. Allowing CallRail access to your Microsoft Advertising customer account will move your integration into a "pending" state. Select the company in your customer account you’d like to use for this integration to take the integration out of pending.

  7. Click ActivateThis creates your conversions in Microsoft Advertising and allows CallRail to report your new, incoming calls and/or forms as conversions. After this step, you should see "Phone Call" and "Form Capture" conversions in Microsoft Advertising.

    Read these help articles for more information on finding your call and form conversions in Microsoft Advertising:
    Viewing Call Conversions in Microsoft Advertising.
    Viewing Form Conversions in Microsoft Advertising.

Deactivating the Microsoft Ads integration

Deactivating a company's integration will prevent conversions from reporting to Microsoft Advertising. We'll keep your credentials saved in case you'd like to reactivate your integration in the future.

  1. Click the Settings icon on the left navigation bar.

  2. Choose the company where you'd like to deactivate the integration.

  3. Click Integrations at the top of the page.

  4. Choose Microsoft Advertising from the list of Integrations.

  5. Click Deactivate Integration on the right side of the page.


Why am I not immediately seeing my form submission conversions?
Once your form submissions start sending to Microsoft, there can be up to a five-hour delay before you'll see your conversions appear on your Microsoft Ads account dashboard.

What if I manage more than one Microsoft Advertising account?
If you manage more than one Microsoft Advertising account, you can use this help article to determine how to organize your Microsoft Advertising accounts.

Do repeat callers get reported as conversions?
Repeat callers get reported as conversions in Microsoft Ads if they have a new click id (msclkid) that's different from the caller's first session.

Why am I getting a failed integration error when trying to activate? 

Your Microsoft Advertising account may be tied to a multitenant organization. Our integration supports this set up but requires some additional steps. You can use this help article to understand if this is you and what to do for successful activation. 

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