Chat conversions in Microsoft Ads

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

Getting started

CallRail’s integration with Microsoft Ads requires the JavaScript snippet installed on your website and auto-tagging enabled within your Microsoft Ads account. 

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

Viewing chat conversions in Microsoft Ads

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

  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 Ads 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 chat log and timelines so you can see which keywords are driving your conversions.  Adding the ?keyword={keyword} parameter to your URLs in Microsoft Ads is a recommended last step to setting up your integration.

  1. Log into your Microsoft Ads 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 Ads?
When you first activate the Microsoft Ads integration, there is a two-hour window where new chat conversions will not send to Microsoft Ads. After that window, there will always be a delay of up to five hours before your chat conversions will show on your Microsoft Ads 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 Ads integration doesn't require UET tags for offline conversions like chat conversations.

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