Someone clicks your Microsoft ad, lands on your site and calls. The Saylia tracking tag has already read the Microsoft click ID (MSCLKID) from the landing page. When the call reaches the stage you’ve chosen, whether call, qualified or booked, Saylia uploads it to Microsoft Advertising as an offline conversion with its value. Your campaigns then learn from booked calls, not just clicks.
Before you start
- The Saylia tracking tag is on your site, so calls from people who clicked a Microsoft ad carry an MSCLKID. See Install the tracking tag.
- Auto-tagging of the Microsoft click ID is on. Microsoft turns it on when you create your first offline conversion goal. If your ads use a tracking template or redirect, make sure the
msclkidparameter survives to the final landing page. - You can edit conversion goals in the Microsoft Advertising account.
Create an offline conversion goal
Create one goal per stage you want to send, for example Qualified call and Booked call.
- In Microsoft Advertising, open Conversion goals and create a new goal.
- Choose Offline conversions as the goal type.
- Name it exactly as you’ll refer to it in Saylia, for example Booked call. Microsoft matches uploads to goals by name.
- Set the value so each conversion can carry its own amount, and set the currency.
- Set Count to Unique, which suits leads.
- Set the conversion window to cover how long your customers take to call, up to 90 days.
- Turn on Enhanced conversions for the goal, so Microsoft uses the hashed caller number Saylia sends with each upload.
- Save. Then connect the account in Saylia and choose which goal each stage sends to.
What Saylia sends
| Field | What it contains |
|---|---|
| Conversion name | The goal’s name, exactly as created in Microsoft Advertising |
| Microsoft click ID | The MSCLKID the tracking tag captured from the caller’s landing page |
| Hashed phone number | Enhanced conversion data: the caller’s number, normalized to E.164 and hashed with SHA-256 |
| Conversion time | When the conversion happened |
| Value and currency | The value set for that stage |
Uploads are matched by the MSCLKID, with the hashed caller number attached. Calls without an MSCLKID aren’t sent to Microsoft Advertising (Microsoft’s offline conversion reference). Every call stays in Saylia’s reports either way.
Uploads are deduplicated, retried automatically on a scheduled pass when Microsoft doesn’t accept them, and recorded in a send log.
Microsoft’s timing rules
- The conversion time must be after the click and within the last 90 days.
- Clicks outside the goal’s conversion window are accepted but not counted.
- Microsoft reads conversion times in UTC.
- Conversions sent within 2 hours of creating the goal can be rejected.
See Microsoft’s guide to offline conversions.
If an outcome changes later
Microsoft Advertising lets advertisers retract an offline conversion or restate its value after it was uploaded. Saylia doesn’t send retractions or restatements. If bookings often fall through, make Qualified call the goal your bidding uses and keep Booked call for reporting.
Avoid counting calls twice
If another goal already counts these calls, for example a UET event for clicks on your phone number, keep only one of them among the conversions your bidding uses. Otherwise one call counts as two.
Troubleshooting
Nothing arrives in Microsoft Advertising. Check that the goal is an offline conversion goal and is at least 2 hours old. Check that the tracking tag is on your landing pages, and that landing page URLs still carry msclkid: redirects and tracking templates sometimes drop it.
Uploads are rejected. The goal name in Saylia must match the goal in Microsoft Advertising exactly, and the click must be less than 90 days old.
Fewer conversions than booked calls. Only calls that started with a Microsoft Advertising click carry an MSCLKID, and only those are sent. That’s expected.