{"id":15104,"date":"2026-08-24T13:38:52","date_gmt":"2026-08-24T13:38:52","guid":{"rendered":"https:\/\/avidtrak.com\/resource\/?p=15104"},"modified":"2026-08-27T13:43:25","modified_gmt":"2026-08-27T13:43:25","slug":"microsoft-ads-call-tracking","status":"publish","type":"post","link":"https:\/\/avidtrak.com\/resource\/microsoft-ads-call-tracking","title":{"rendered":"Microsoft Ads Call Tracking: How to Track Calls, Keywords, and ROI"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Microsoft Ads call tracking connects phone leads with the advertising activity that generated them.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Suppose a potential customer searches on Bing, clicks a Microsoft Advertising ad, visits a landing page, and calls the business instead of submitting a form.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Microsoft Advertising records the click, but the phone conversation happens outside the normal website conversion path. Without the right tracking setup, marketers may know that a campaign generated traffic without knowing which campaigns, keywords, or landing pages generated valuable phone conversations.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A complete setup connects the advertising click with the phone call, lead quality, sales outcome, and eventual revenue.<\/span><\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_81 ez-toc-white ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/avidtrak.com\/resource\/microsoft-ads-call-tracking\/#Microsoft_Ads_call_tracking_The_short_answer\" >Microsoft Ads call tracking: The short answer<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/avidtrak.com\/resource\/microsoft-ads-call-tracking\/#What_is_Microsoft_Ads_call_tracking\" >What is Microsoft Ads call tracking?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/avidtrak.com\/resource\/microsoft-ads-call-tracking\/#Why_Microsoft_Ads_call_tracking_matters\" >Why Microsoft Ads call tracking matters<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/avidtrak.com\/resource\/microsoft-ads-call-tracking\/#How_Microsoft_Advertising_tracks_conversions\" >How Microsoft Advertising tracks conversions<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/avidtrak.com\/resource\/microsoft-ads-call-tracking\/#What_is_MSCLKID\" >What is MSCLKID?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/avidtrak.com\/resource\/microsoft-ads-call-tracking\/#How_dynamic_number_insertion_helps_track_Microsoft_Ads_calls\" >How dynamic number insertion helps track Microsoft Ads calls<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/avidtrak.com\/resource\/microsoft-ads-call-tracking\/#Microsoft_Ads_call_tracking_Static_numbers_vs_dynamic_numbers\" >Microsoft Ads call tracking: Static numbers vs dynamic numbers<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/avidtrak.com\/resource\/microsoft-ads-call-tracking\/#How_to_set_up_Microsoft_Ads_call_tracking\" >How to set up Microsoft Ads call tracking<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/avidtrak.com\/resource\/microsoft-ads-call-tracking\/#How_to_track_Microsoft_Ads_calls_at_the_keyword_level\" >How to track Microsoft Ads calls at the keyword level<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/avidtrak.com\/resource\/microsoft-ads-call-tracking\/#What_should_Microsoft_Ads_call_tracking_measure\" >What should Microsoft Ads call tracking measure?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/avidtrak.com\/resource\/microsoft-ads-call-tracking\/#Microsoft_Ads_call_tracking_and_ROI\" >Microsoft Ads call tracking and ROI<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-12\" href=\"https:\/\/avidtrak.com\/resource\/microsoft-ads-call-tracking\/#Microsoft_Ads_call_tracking_and_CRM_integration\" >Microsoft Ads call tracking and CRM integration<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-13\" href=\"https:\/\/avidtrak.com\/resource\/microsoft-ads-call-tracking\/#How_AvidTrak_works_with_Microsoft_Advertising\" >How AvidTrak works with Microsoft Advertising<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-14\" href=\"https:\/\/avidtrak.com\/resource\/microsoft-ads-call-tracking\/#Microsoft_Advertising_conversion_tracking_vs_dedicated_call_tracking\" >Microsoft Advertising conversion tracking vs dedicated call tracking<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-15\" href=\"https:\/\/avidtrak.com\/resource\/microsoft-ads-call-tracking\/#Common_Microsoft_Ads_call_tracking_mistakes\" >Common Microsoft Ads call tracking mistakes<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-16\" href=\"https:\/\/avidtrak.com\/resource\/microsoft-ads-call-tracking\/#How_to_improve_Microsoft_Ads_performance_with_call_data\" >How to improve Microsoft Ads performance with call data<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-17\" href=\"https:\/\/avidtrak.com\/resource\/microsoft-ads-call-tracking\/#When_should_a_business_use_dedicated_Microsoft_Ads_call_tracking\" >When should a business use dedicated Microsoft Ads call tracking?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-18\" href=\"https:\/\/avidtrak.com\/resource\/microsoft-ads-call-tracking\/#Microsoft_Ads_call_tracking_Final_takeaway\" >Microsoft Ads call tracking: Final takeaway<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-19\" href=\"https:\/\/avidtrak.com\/resource\/microsoft-ads-call-tracking\/#Frequently_asked_questions\" >Frequently asked questions<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-20\" href=\"https:\/\/avidtrak.com\/resource\/microsoft-ads-call-tracking\/#Connect_Microsoft_Ads_spend_with_real_phone_leads\" >Connect Microsoft Ads spend with real phone leads<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Microsoft_Ads_call_tracking_The_short_answer\"><\/span><b>Microsoft Ads call tracking: The short answer<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Microsoft Advertising provides website conversion measurement through Universal Event Tracking and supports offline conversion reporting for outcomes that happen after an ad click.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Businesses that depend heavily on phone leads can add dedicated call tracking to connect calls with campaigns, keywords, landing pages, visitor sessions, and call outcomes.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Dynamic number insertion can show trackable phone numbers to website visitors, while offline conversion reporting can return qualified phone leads to Microsoft Advertising.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This allows PPC reporting to measure more than clicks and website forms.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"What_is_Microsoft_Ads_call_tracking\"><\/span><b>What is Microsoft Ads call tracking?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Microsoft Ads call tracking is the process of connecting incoming phone calls with Microsoft Advertising activity.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A complete call record can include information such as:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Traffic source.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Campaign.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Ad group.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Keyword.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Landing page.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Visitor session.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Tracking number.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Call duration.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Call recording.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Call transcription.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Call outcome.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Conversion status.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Revenue.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">The purpose is not simply to count incoming calls.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The purpose is to identify which advertising activity produces valuable phone leads and use that information to make better campaign decisions.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Why_Microsoft_Ads_call_tracking_matters\"><\/span><b>Why Microsoft Ads call tracking matters<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Microsoft Advertising provides<\/span><a href=\"https:\/\/about.ads.microsoft.com\/en\/tools\/performance\/conversion-tracking\"> <span style=\"font-weight: 400;\">conversion tracking tools<\/span><\/a><span style=\"font-weight: 400;\"> that help advertisers measure actions beyond the original ad click, including website conversions and other valuable customer actions.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Phone-heavy businesses need an additional layer because the keyword generating the most calls may not generate the best calls.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Consider two keywords.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Keyword A generates 10 calls from 60 clicks.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Keyword B generates seven calls from 40 clicks.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Based on call volume, Keyword A appears stronger.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">However, if only two calls from Keyword A are qualified while five calls from Keyword B become genuine sales opportunities, Keyword B may deserve more budget.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Using<\/span><a href=\"https:\/\/avidtrak.com\/keyword-level-call-tracking\"> <span style=\"font-weight: 400;\">keyword-level call tracking<\/span><\/a><span style=\"font-weight: 400;\">, a business can evaluate paid search according to actual phone-lead quality instead of relying only on clicks or raw call counts.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"How_Microsoft_Advertising_tracks_conversions\"><\/span><b>How Microsoft Advertising tracks conversions<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Microsoft Advertising uses Universal Event Tracking, commonly called UET, to measure activity on a website.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A UET tag can support conversion measurement for actions such as:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Form submissions.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Purchases.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Page visits.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Button interactions.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Other configured website events.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">UET works well when the conversion happens on the website.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Phone leads create an additional attribution challenge because the meaningful business outcome may happen during or after a conversation rather than inside the browser.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Through Microsoft&#8217;s<\/span><a href=\"https:\/\/learn.microsoft.com\/en-us\/advertising\/campaign-management-service\/applyofflineconversions?view=bingads-13\"> <span style=\"font-weight: 400;\">offline conversion functionality<\/span><\/a><span style=\"font-weight: 400;\">, advertisers can connect later business outcomes with an earlier advertising click when the required tracking information has been preserved.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"What_is_MSCLKID\"><\/span><b>What is MSCLKID?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">MSCLKID is the Microsoft Click ID.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When Microsoft Advertising auto-tagging is enabled, Microsoft can append a unique <\/span><span style=\"font-weight: 400;\">msclkid<\/span><span style=\"font-weight: 400;\"> parameter to the landing-page URL after an ad click.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">That identifier helps connect later conversion activity with the original advertising interaction.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Microsoft&#8217;s<\/span><a href=\"https:\/\/learn.microsoft.com\/en-us\/advertising\/guides\/uet-conversion-api-integration?view=bingads-13\"> <span style=\"font-weight: 400;\">UET and Conversion API documentation<\/span><\/a><span style=\"font-weight: 400;\"> explains how the click identifier can be preserved for later conversion attribution.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A phone-lead journey may therefore look like this:<\/span><\/p>\n<ol>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">A prospect clicks a Microsoft Advertising ad.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Microsoft assigns a click ID.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The prospect visits the website.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">A tracking number appears.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The prospect calls.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The call becomes a qualified opportunity.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The opportunity becomes a sale.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The offline conversion is associated with the original advertising interaction.<\/span><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">This helps close the measurement gap between the original PPC click and the later phone conversion.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"How_dynamic_number_insertion_helps_track_Microsoft_Ads_calls\"><\/span><b>How dynamic number insertion helps track Microsoft Ads calls<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Dynamic number insertion, or DNI, replaces the phone number displayed on a website according to the visitor or traffic source.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Instead of every visitor seeing one static number, eligible visitors see numbers from a tracking pool.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When the visitor calls, the tracking platform can connect the phone interaction with information preserved from that website session.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Businesses unfamiliar with the process can first review<\/span><a href=\"https:\/\/avidtrak.com\/resource\/what-is-dynamic-number-insertion\"> <span style=\"font-weight: 400;\">how dynamic number insertion works<\/span><\/a><span style=\"font-weight: 400;\"> to understand how number pools preserve attribution without changing the underlying business number.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For Microsoft Advertising traffic, a DNI setup can help connect calls with available information such as:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Microsoft Advertising as the source.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Campaign.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Ad group.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Keyword.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Landing page.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Visitor session.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Click information captured during the session.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">The exact level of attribution depends on the tracking configuration, campaign parameters, website implementation, and call tracking platform.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Microsoft_Ads_call_tracking_Static_numbers_vs_dynamic_numbers\"><\/span><b>Microsoft Ads call tracking: Static numbers vs dynamic numbers<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Businesses can track calls in several ways.<\/span><\/p>\n<table>\n<tbody>\n<tr>\n<td><b>Tracking method<\/b><\/td>\n<td><b>Best suited for<\/b><\/td>\n<td><b>Attribution depth<\/b><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">One business number<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Basic total call measurement<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Low<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">Dedicated campaign number<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Individual campaigns or offline ads<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Campaign level<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">Source-specific number<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Separating Microsoft Ads from other channels<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Source level<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">Dynamic number insertion<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Website PPC attribution<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Visitor and campaign level<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">Session-level number pool<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Detailed PPC and visitor attribution<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Highest<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p><span style=\"font-weight: 400;\">A static campaign number may be sufficient when one landing page receives traffic from one campaign.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Businesses running several campaigns, ad groups, keywords, and landing pages usually need more detailed attribution.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"How_to_set_up_Microsoft_Ads_call_tracking\"><\/span><b>How to set up Microsoft Ads call tracking<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">A complete setup can be divided into six main steps.<\/span><\/p>\n<h3><b>1. Set up Microsoft Advertising conversion tracking<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Begin with the Microsoft Advertising measurement setup.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Using Microsoft&#8217;s<\/span><a href=\"https:\/\/about.ads.microsoft.com\/en\/tools\/performance\/conversion-tracking\"> <span style=\"font-weight: 400;\">conversion tracking framework<\/span><\/a><span style=\"font-weight: 400;\">, install the required UET tag and confirm that the website is correctly recording the online conversion actions the business already measures.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The call tracking setup should complement Microsoft Advertising rather than replace the advertising platform&#8217;s own conversion measurement.<\/span><\/p>\n<h3><b>2. Preserve Microsoft Advertising click information<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Make sure the required Microsoft Advertising identifiers and campaign information remain available after the visitor reaches the website.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">MSCLKID is particularly important for workflows that need to connect later offline outcomes with earlier advertising clicks.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The Microsoft documentation for<\/span><a href=\"https:\/\/learn.microsoft.com\/en-us\/advertising\/campaign-management-service\/applyofflineconversions?view=bingads-13\"> <span style=\"font-weight: 400;\">offline conversion attribution<\/span><\/a><span style=\"font-weight: 400;\"> explains how click identifiers are used to connect later outcomes with the original advertising interaction.<\/span><\/p>\n<h3><b>3. Choose the right tracking-number setup<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Decide how phone numbers should be assigned.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A business may use:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Dedicated campaign numbers.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Numbers assigned to offline ads.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Source-specific numbers.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Dynamic number insertion.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Session-level number pools.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">For websites receiving traffic from several PPC campaigns, DNI generally provides more attribution detail than using one Microsoft Advertising number for every visitor.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">AvidTrak&#8217;s<\/span><a href=\"https:\/\/avidtrak.com\/call-tracking-numbers\"> <span style=\"font-weight: 400;\">call tracking numbers<\/span><\/a><span style=\"font-weight: 400;\"> can support online, offline, PPC, referral, organic, and other marketing channels within the same attribution setup.<\/span><\/p>\n<h3><b>4. Connect calls with campaign and keyword data<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">The call tracking system should preserve available advertising information when the visitor lands on the website.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">With AvidTrak&#8217;s<\/span><a href=\"https:\/\/avidtrak.com\/our-applications\/pay-per-click-marketing-keyword-call-tracking\"> <span style=\"font-weight: 400;\">PPC keyword call tracking<\/span><\/a><span style=\"font-weight: 400;\">, incoming phone calls can be connected with available paid-search information such as campaigns, ad groups, keywords, and landing pages.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This creates more useful reporting than simply categorizing every phone lead as coming from Microsoft Ads.<\/span><\/p>\n<h3><b>5. Decide which calls count as conversions<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Not every call should automatically be treated as an equally valuable conversion.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A wrong number and a qualified sales inquiry should not receive the same weight.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Businesses can classify calls using criteria such as:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Minimum call duration.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Caller intent.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Appointment booked.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Product or service inquiry.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Qualified sales opportunity.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">New customer.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Revenue generated.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Call recording, transcription, scoring, and conversation analysis can make qualification more practical when call volume increases.<\/span><\/p>\n<h3><b>6. Report qualified calls back to Microsoft Advertising<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">The final step is to return meaningful phone conversions to the advertising platform.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Using Microsoft&#8217;s<\/span><a href=\"https:\/\/learn.microsoft.com\/en-us\/advertising\/campaign-management-service\/applyofflineconversions?view=bingads-13\"> <span style=\"font-weight: 400;\">offline conversion reporting<\/span><\/a><span style=\"font-weight: 400;\">, businesses can associate eligible offline outcomes with earlier advertising interactions.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">With the<\/span><a href=\"https:\/\/avidtrak.com\/resource\/knowledge-base\/microsoft-ads\"> <span style=\"font-weight: 400;\">AvidTrak Microsoft Ads integration<\/span><\/a><span style=\"font-weight: 400;\">, phone conversions can be reported into Microsoft Advertising so relevant call activity becomes part of PPC conversion reporting.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"How_to_track_Microsoft_Ads_calls_at_the_keyword_level\"><\/span><b>How to track Microsoft Ads calls at the keyword level<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Keyword-level call tracking answers a more specific question:<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Which paid-search keyword generated the phone conversation?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A session-level tracking setup associates the visitor with the advertising data available before the call.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When the visitor calls, the resulting record can retain available information about the keyword, campaign, ad group, landing page, and source.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Consider this simplified example:<\/span><\/p>\n<table>\n<tbody>\n<tr>\n<td><b>Keyword<\/b><\/td>\n<td><b>Clicks<\/b><\/td>\n<td><b>Calls<\/b><\/td>\n<td><b>Qualified calls<\/b><\/td>\n<td><b>Sales<\/b><\/td>\n<td><b>Cost per qualified call<\/b><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">Keyword A<\/span><\/td>\n<td><span style=\"font-weight: 400;\">60<\/span><\/td>\n<td><span style=\"font-weight: 400;\">10<\/span><\/td>\n<td><span style=\"font-weight: 400;\">2<\/span><\/td>\n<td><span style=\"font-weight: 400;\">1<\/span><\/td>\n<td><span style=\"font-weight: 400;\">$180<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">Keyword B<\/span><\/td>\n<td><span style=\"font-weight: 400;\">40<\/span><\/td>\n<td><span style=\"font-weight: 400;\">7<\/span><\/td>\n<td><span style=\"font-weight: 400;\">5<\/span><\/td>\n<td><span style=\"font-weight: 400;\">3<\/span><\/td>\n<td><span style=\"font-weight: 400;\">$72<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">Keyword C<\/span><\/td>\n<td><span style=\"font-weight: 400;\">35<\/span><\/td>\n<td><span style=\"font-weight: 400;\">4<\/span><\/td>\n<td><span style=\"font-weight: 400;\">0<\/span><\/td>\n<td><span style=\"font-weight: 400;\">0<\/span><\/td>\n<td><span style=\"font-weight: 400;\">N\/A<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p><span style=\"font-weight: 400;\">Keyword A generates the highest call volume.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Keyword B produces fewer calls but more qualified leads and sales.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Keyword C generates phone activity without producing a qualified opportunity.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Campaign decisions based only on raw call volume would miss those differences.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"What_should_Microsoft_Ads_call_tracking_measure\"><\/span><b>What should Microsoft Ads call tracking measure?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">A useful Microsoft Ads call tracking report should answer more than how many calls occurred.<\/span><\/p>\n<h3><b>Marketing source<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Did Microsoft Advertising actually generate the call, or did the caller come from Google Ads, organic search, social media, a referral, or another channel?<\/span><\/p>\n<h3><b>Campaign<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Which campaign produced the phone lead?<\/span><\/p>\n<h3><b>Ad group<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Which group of ads contributed to the visitor&#8217;s call?<\/span><\/p>\n<h3><b>Keyword<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Which keyword generated the visitor when keyword data is available?<\/span><\/p>\n<h3><b>Landing page<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Which page turned the advertising visitor into a caller?<\/span><\/p>\n<h3><b>Call duration<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">How long did the conversation last?<\/span><\/p>\n<h3><b>Call outcome<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Was the caller qualified, booked, transferred, lost, or converted?<\/span><\/p>\n<h3><b>Revenue<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Did the phone lead eventually generate revenue?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Using a<\/span><a href=\"https:\/\/avidtrak.com\/dashboard-for-call-tracking\"> <span style=\"font-weight: 400;\">call tracking dashboard<\/span><\/a><span style=\"font-weight: 400;\">, marketing teams can view campaign attribution alongside call outcomes instead of evaluating advertising performance from call volume alone.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Microsoft_Ads_call_tracking_and_ROI\"><\/span><b>Microsoft Ads call tracking and ROI<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Call tracking becomes more useful when marketing cost is connected with sales outcomes.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A basic ROI formula is:<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Marketing ROI = (Revenue attributed to Microsoft Ads &#8211; Microsoft Ads cost) \u00f7 Microsoft Ads cost \u00d7 100<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Not every business can connect revenue directly with every call.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">In those cases, useful intermediate metrics include:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Cost per call.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Cost per qualified call.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Cost per appointment.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Cost per opportunity.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Revenue per call.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Qualified-call rate.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Call-to-sale rate.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Consider two campaigns:<\/span><\/p>\n<table>\n<tbody>\n<tr>\n<td><b>Metric<\/b><\/td>\n<td><b>Campaign A<\/b><\/td>\n<td><b>Campaign B<\/b><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">Advertising spend<\/span><\/td>\n<td><span style=\"font-weight: 400;\">$2,000<\/span><\/td>\n<td><span style=\"font-weight: 400;\">$2,000<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">Phone calls<\/span><\/td>\n<td><span style=\"font-weight: 400;\">40<\/span><\/td>\n<td><span style=\"font-weight: 400;\">28<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">Qualified calls<\/span><\/td>\n<td><span style=\"font-weight: 400;\">10<\/span><\/td>\n<td><span style=\"font-weight: 400;\">16<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">Customers<\/span><\/td>\n<td><span style=\"font-weight: 400;\">3<\/span><\/td>\n<td><span style=\"font-weight: 400;\">7<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">Revenue<\/span><\/td>\n<td><span style=\"font-weight: 400;\">$4,500<\/span><\/td>\n<td><span style=\"font-weight: 400;\">$10,500<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p><span style=\"font-weight: 400;\">Campaign A generates more calls.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Campaign B generates fewer calls but substantially more qualified leads, customers, and revenue.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The second campaign therefore creates more business value even though its raw call volume is lower.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Microsoft_Ads_call_tracking_and_CRM_integration\"><\/span><b>Microsoft Ads call tracking and CRM integration<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Marketing attribution should not stop when a salesperson answers the phone.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">CRM integration can connect the advertising source with what happens after the conversation.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A salesperson may need to know:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Which campaign generated the caller.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Which keyword contributed to the call.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Which landing page the caller visited.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Whether the caller contacted the business before.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">What happened during the conversation.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Whether the lead became an opportunity.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Whether the opportunity generated revenue.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Through<\/span><a href=\"https:\/\/avidtrak.com\/crm-call-tracking\"> <span style=\"font-weight: 400;\">CRM call tracking<\/span><\/a><span style=\"font-weight: 400;\">, businesses can connect phone attribution with supported customer-management workflows instead of leaving marketing data isolated inside a separate call tracking platform.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A broader set of<\/span><a href=\"https:\/\/avidtrak.com\/call-tracking-platform-integrations\"> <span style=\"font-weight: 400;\">AvidTrak call tracking integrations<\/span><\/a><span style=\"font-weight: 400;\"> can also connect phone data with advertising, analytics, CRM, and reporting systems.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"How_AvidTrak_works_with_Microsoft_Advertising\"><\/span><b>How AvidTrak works with Microsoft Advertising<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">AvidTrak can connect Microsoft Advertising phone leads with marketing attribution and return relevant phone conversions to the advertising platform.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A typical workflow looks like this:<\/span><\/p>\n<ol>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">A prospect clicks a Microsoft Advertising ad.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The prospect reaches the business website.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">AvidTrak displays an appropriate tracking number.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The prospect calls.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">AvidTrak associates the call with available campaign and visitor information.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The conversation can be recorded, transcribed, tagged, scored, or analyzed.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The business determines whether the call represents a meaningful conversion.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Relevant phone activity can be reported into Microsoft Advertising.<\/span><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">By using the<\/span><a href=\"https:\/\/avidtrak.com\/resource\/knowledge-base\/microsoft-ads\"> <span style=\"font-weight: 400;\">Microsoft Ads integration<\/span><\/a><span style=\"font-weight: 400;\"> within the wider call tracking setup, AvidTrak can help connect PPC spend with phone leads that would otherwise remain outside normal website reporting.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The purpose is not simply to create another call log.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The purpose is to connect advertising spend with the phone leads and business outcomes generated by that spend.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Microsoft_Advertising_conversion_tracking_vs_dedicated_call_tracking\"><\/span><b>Microsoft Advertising conversion tracking vs dedicated call tracking<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Microsoft Advertising and dedicated call tracking serve different parts of the measurement process.<\/span><\/p>\n<table>\n<tbody>\n<tr>\n<td><b>Capability<\/b><\/td>\n<td><b>Microsoft Advertising<\/b><\/td>\n<td><b>Dedicated call tracking<\/b><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">Ad clicks<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Yes<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Uses advertising data<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">Website conversion events<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Yes<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Can supplement<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">Campaign reporting<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Yes<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Adds call-level context<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">Dynamic website numbers<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Not the primary function<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Yes<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">Phone-call recordings<\/span><\/td>\n<td><span style=\"font-weight: 400;\">No<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Yes<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">Call transcription<\/span><\/td>\n<td><span style=\"font-weight: 400;\">No<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Available<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">Phone lead qualification<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Requires additional data<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Available<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">Keyword-level call attribution<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Requires an appropriate tracking workflow<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Available with supported setups<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">Call routing<\/span><\/td>\n<td><span style=\"font-weight: 400;\">No<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Available<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">CRM call data<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Requires additional integration<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Available on relevant platforms<\/span><\/td>\n<\/tr>\n<tr>\n<td><span style=\"font-weight: 400;\">Offline phone conversion reporting<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Supported<\/span><\/td>\n<td><span style=\"font-weight: 400;\">Can supply the conversion data<\/span><\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p><span style=\"font-weight: 400;\">Microsoft Advertising should remain the primary platform for advertising delivery and campaign performance.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Call tracking adds the phone-conversation data that cannot be fully understood from clicks and website events alone.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Common_Microsoft_Ads_call_tracking_mistakes\"><\/span><b>Common Microsoft Ads call tracking mistakes<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3><b>Tracking only phone-number clicks<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">A click on a phone number does not prove that a meaningful conversation occurred.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The caller may abandon the call, reach voicemail, call accidentally, or speak for only a few seconds.<\/span><\/p>\n<h3><b>Using one static number for every website visitor<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">A single number may show total call volume but provides limited information about which campaigns and keywords generated each call.<\/span><\/p>\n<h3><b>Treating every call as a conversion<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Call quantity is not the same as call quality.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Campaigns producing many irrelevant calls can appear successful when all calls receive the same conversion value.<\/span><\/p>\n<h3><b>Ignoring keyword-level attribution<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Campaign-level reports can hide major differences between individual keywords.<\/span><\/p>\n<h3><b>Failing to preserve MSCLKID<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Losing the click identifier can make it harder to connect later offline conversion activity with the original advertising click.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Businesses using offline conversion workflows should therefore preserve the information required by the Microsoft Advertising attribution process.<\/span><\/p>\n<h3><b>Keeping call outcomes outside the CRM<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Marketing may know what generated the call while sales knows what happened afterward.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Separating those datasets makes it harder to calculate the true advertising value.<\/span><\/p>\n<h3><b>Measuring cost per call instead of cost per qualified call<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">A low-cost irrelevant call is not more valuable than a higher-cost qualified sales conversation.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The measurement model should reflect business outcomes whenever possible.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"How_to_improve_Microsoft_Ads_performance_with_call_data\"><\/span><b>How to improve Microsoft Ads performance with call data<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Once phone attribution is working correctly, marketers can use the data to make better campaign decisions.<\/span><\/p>\n<h3><b>Move budget toward qualified-call campaigns<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Compare campaigns according to qualified conversations rather than total phone activity.<\/span><\/p>\n<h3><b>Review keyword-level call quality<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Increase spend on keywords generating relevant callers and investigate keywords producing low-quality conversations.<\/span><\/p>\n<h3><b>Compare landing pages<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">A landing page with fewer form submissions may still perform well if it generates valuable phone inquiries.<\/span><\/p>\n<h3><b>Review missed calls<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">A campaign can generate the right prospect while the business still loses the lead because nobody answers.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Using<\/span><a href=\"https:\/\/avidtrak.com\/call-tracking\"> <span style=\"font-weight: 400;\">call tracking and call outcome data<\/span><\/a><span style=\"font-weight: 400;\">, marketers can separate campaign performance from the operational issue of how incoming leads are handled.<\/span><\/p>\n<h3><b>Connect calls with revenue<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">When possible, link qualified phone leads with downstream opportunities and revenue so campaign decisions reflect actual financial outcomes.<\/span><\/p>\n<h3><b>Send meaningful conversions back to Microsoft Advertising<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Returning qualified phone conversions can provide better campaign signals than reporting every inbound call as equally valuable.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"When_should_a_business_use_dedicated_Microsoft_Ads_call_tracking\"><\/span><b>When should a business use dedicated Microsoft Ads call tracking?<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Dedicated call tracking becomes particularly valuable when:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Phone calls are a major lead source.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">The business spends significantly on Microsoft Advertising.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Several campaigns or keywords generate phone leads.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">PPC performance needs to be measured beyond forms.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Call recording or transcription is required.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Call quality needs to be measured.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Sales outcomes need to be connected with advertising.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">CRM attribution matters.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Calls require routing across teams or locations.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Offline phone conversions need to appear in Microsoft Advertising.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Businesses receiving only occasional calls may not need the same attribution depth as organizations generating hundreds or thousands of phone leads.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The tracking setup should match the value and volume of the phone channel.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Microsoft_Ads_call_tracking_Final_takeaway\"><\/span><b>Microsoft Ads call tracking: Final takeaway<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Microsoft Advertising can measure website actions through UET and supports offline conversion reporting for business outcomes that occur after an ad click.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Phone-heavy businesses still need a reliable way to connect those advertising interactions with the conversations that happen afterward.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A complete Microsoft Ads call tracking setup therefore connects the campaign, keyword, landing page, visitor, phone call, lead quality, and eventual business outcome.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">That changes the question from:<\/span><\/p>\n<p><span style=\"font-weight: 400;\">How many calls did Microsoft Ads generate?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">to:<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Which Microsoft Ads campaigns generated phone leads that actually became valuable customers?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">That is the level of measurement needed to make better PPC budget decisions.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Frequently_asked_questions\"><\/span><b>Frequently asked questions<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3><b>1. Can Microsoft Ads track phone calls?<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Microsoft Advertising can measure conversion activity and support offline conversion reporting.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Businesses that need detailed phone attribution can combine Microsoft Advertising with a dedicated call tracking platform that records the source, campaign, keyword, and call outcome.<\/span><\/p>\n<h3><b>2. What is UET in Microsoft Advertising?<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Universal Event Tracking is Microsoft&#8217;s website measurement framework.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Through<\/span><a href=\"https:\/\/about.ads.microsoft.com\/en\/tools\/performance\/conversion-tracking\"> <span style=\"font-weight: 400;\">Microsoft Advertising conversion tracking<\/span><\/a><span style=\"font-weight: 400;\">, UET can help measure website actions after an advertising interaction and support audience and bidding workflows.<\/span><\/p>\n<h3><b>3. Can Microsoft Ads track calls at the keyword level?<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Keyword-level phone attribution is possible when the advertising and call tracking setup preserves the required visitor and campaign data.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A dedicated call tracking system can connect resulting calls with available campaign, ad group, keyword, and landing-page information.<\/span><\/p>\n<h3><b>4. What is MSCLKID?<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">MSCLKID is the Microsoft Click ID associated with a Microsoft Advertising click.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">When auto-tagging is enabled, the identifier can help connect later conversion activity with the original advertising interaction.<\/span><\/p>\n<h3><b>5. What is an offline conversion in Microsoft Ads?<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">An offline conversion is a business outcome that occurs after an advertising click but outside the normal website conversion flow.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Using Microsoft&#8217;s<\/span><a href=\"https:\/\/learn.microsoft.com\/en-us\/advertising\/campaign-management-service\/offlineconversiongoal?view=bingads-13\"> <span style=\"font-weight: 400;\">offline conversion reporting<\/span><\/a><span style=\"font-weight: 400;\">, businesses can report eligible outcomes such as phone-generated sales or qualified leads back to Microsoft Advertising.<\/span><\/p>\n<h3><b>6. Can AvidTrak send phone conversions to Microsoft Ads?<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Yes.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">With the<\/span><a href=\"https:\/\/avidtrak.com\/resource\/knowledge-base\/microsoft-ads\"> <span style=\"font-weight: 400;\">AvidTrak Microsoft Ads integration<\/span><\/a><span style=\"font-weight: 400;\">, businesses can report tracked phone conversions into Microsoft Advertising as part of the wider PPC attribution workflow.<\/span><\/p>\n<h3><b>7. How can businesses calculate ROI from Microsoft Ads phone calls?<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Businesses can connect advertising cost with qualified calls, appointments, opportunities, customers, and revenue.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Cost per qualified call and revenue from phone-generated customers generally provide more useful information than raw call volume.<\/span><\/p>\n<h3><b>8. Can Microsoft Ads call tracking work with a CRM?<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Yes.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A call tracking platform can pass advertising and phone-lead information into supported CRM systems so sales and marketing teams can follow the lead after the initial conversation.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Connect_Microsoft_Ads_spend_with_real_phone_leads\"><\/span><b>Connect Microsoft Ads spend with real phone leads<\/b><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><a href=\"https:\/\/avidtrak.com\/\"><span style=\"font-weight: 400;\">AvidTrak<\/span><\/a><span style=\"font-weight: 400;\"> connects Microsoft Advertising phone leads with campaigns, keywords, landing pages, call outcomes, CRM records, and reporting systems.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Businesses comparing solutions can review the<\/span><a href=\"https:\/\/avidtrak.com\/call-tracking-pricing\"> <span style=\"font-weight: 400;\">AvidTrak call tracking plans<\/span><\/a><span style=\"font-weight: 400;\"> before starting a <\/span><a href=\"https:\/\/avidtrak.com\/freesignup\"><span style=\"font-weight: 400;\">14-day free trial <\/span><\/a><span style=\"font-weight: 400;\">without providing a credit card.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Microsoft Ads call tracking connects phone leads with the advertising activity that generated them. Suppose a potential customer searches on Bing, clicks a Microsoft Advertising ad, visits a landing page,&#8230;<\/p>\n","protected":false},"author":1,"featured_media":15106,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"inline_featured_image":false,"footnotes":""},"categories":[34],"tags":[],"class_list":["post-15104","post","type-post","status-publish","format-standard","has-post-thumbnail","category-call-tracking-blog"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.0 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Microsoft Ads Call Tracking: Track Calls, Keywords &amp; ROI<\/title>\n<meta name=\"description\" content=\"Learn how Microsoft Ads call tracking connects phone leads with campaigns, keywords, landing pages, conversions, and ROI for better PPC reporting\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" 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Neelo is passionate about making technology accessible by bridging design, data, and communication.","sameAs":["http:\/\/new.avidtrak.com"]}]}},"_links":{"self":[{"href":"https:\/\/avidtrak.com\/resource\/wp-json\/wp\/v2\/posts\/15104","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/avidtrak.com\/resource\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/avidtrak.com\/resource\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/avidtrak.com\/resource\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/avidtrak.com\/resource\/wp-json\/wp\/v2\/comments?post=15104"}],"version-history":[{"count":3,"href":"https:\/\/avidtrak.com\/resource\/wp-json\/wp\/v2\/posts\/15104\/revisions"}],"predecessor-version":[{"id":15108,"href":"https:\/\/avidtrak.com\/resource\/wp-json\/wp\/v2\/posts\/15104\/revisions\/15108"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/avidtrak.com\/resource\/wp-json\/wp\/v2\/media\/15106"}],"wp:attachment":[{"href":"https:\/\/avidtrak.com\/resource\/wp-json\/wp\/v2\/media?parent=15104"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/avidtrak.com\/resource\/wp-json\/wp\/v2\/categories?post=15104"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/avidtrak.com\/resource\/wp-json\/wp\/v2\/tags?post=15104"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}