Microsoft Advertising

Give Microsoft Advertising the calls that counted.

Saylia keeps the MSCLKID from every Microsoft Advertising click with the call it leads to, and uploads qualified and booked calls as offline conversions with a value — matched by the click ID, with the caller’s hashed number attached.

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Microsoft AdvertisingExample upload

Booked call

Conversion goal
Booked call
Click ID
MSCLKID 4f1c9a0e7b2d…
Enhanced conversions
Hashed phone 9b71d2…
Conversion time
2026-09-29 15:49:40 UTC
Value
389.00 USD

Matched by the MSCLKID. Calls without one aren’t sent.

How it works

From the click to the conversion goal.

No exports, no spreadsheets, no weekly uploads.

  1. 01

    The click

    The Saylia tag saves the MSCLKID from the landing page to the visit, with the UTM tags and referrer beside it.

  2. 02

    The call

    The visitor sees their own tracking number. When they call — during the visit, or later (72 hours by default) if the number hasn’t gone to another visitor since — the call carries the click.

  3. 03

    The upload

    Once the call qualifies or books, Saylia uploads it to the offline conversion goal you name, with its value.

The details

Microsoft’s rules, followed for you.

Offline conversions only count when they arrive in the shape Microsoft expects.

Setup guide
  • MSCLKID saved from the landing page to the visit
  • Number pools that serve only visitors from Microsoft Advertising clicks, if you want them to
  • Matched by MSCLKID, with the caller’s hashed number attached as enhanced conversion data
  • Calls without an MSCLKID aren’t sent to Microsoft Advertising
  • Caller numbers put in E.164 format and hashed with SHA-256 before they’re sent to Microsoft
  • A value and currency on every upload
  • Duplicate conversions caught before they’re sent
  • Refused uploads retried automatically on a scheduled pass

Questions, answered

Do I need auto-tagging turned on?
Yes — the MSCLKID only exists when auto-tagging is on. Microsoft Advertising turns it on for you when you create your first offline conversion goal. If you’ve turned it off since, turn it back on in your account settings.
Does every call need an MSCLKID?
Yes. Only calls that started with a Microsoft Advertising click are sent, matched by their MSCLKID. The caller’s number, hashed with SHA-256, goes along as enhanced conversion data, which Microsoft uses when Enhanced conversions is on for the goal.
I just created the conversion goal. Why hasn’t anything arrived?
Microsoft Advertising doesn’t accept offline conversions for a new goal until about two hours after it’s created. Uploads it refuses are retried automatically on a scheduled pass, and imported conversions can take up to about six hours to show in reports.

Make every search platform learn from real outcomes.

See the same booked calls reach Google Ads and Microsoft Advertising, each matched to its own click.

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