Microsoft Click ID (MSCLKID) is a 32-character unique identifier automatically added to your landing page URL by Microsoft Advertising when someone clicks on your ad. This ID links ad clicks to user actions on your site, ensuring accurate conversion tracking even in privacy-focused environments where third-party cookies are blocked. MSCLKID is stored in a first-party cookie (_uetmsclkid) and captured by the Universal Event Tracking (UET) tag for detailed attribution.
Key Points:
- Purpose: Tracks conversions by connecting ad clicks to user actions, even offline sales.
- How it Works: Appended to URLs, stored in a cookie, and tracked via UET tags.
- Benefits: Accurate data for campaign performance, keyword insights, and smart bidding strategies.
- Setup: Enable auto-tagging in Microsoft Ads settings and ensure your site retains the MSCLKID during redirects.
MSCLKID is essential for marketers aiming to attribute conversions to specific campaigns, especially in regions like the UAE where privacy regulations impact tracking methods.
Microsoft Ads (Bing Ads) Conversion Tracking with Google Tag Manager
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How MSCLKID Works
How Microsoft Click ID (MSCLKID) Works: From Ad Click to Conversion Tracking
Auto-Tagging and URL Parameters
When someone clicks on an ad from Microsoft Advertising, a unique 32-character GUID (Globally Unique Identifier) is automatically added to the landing page URL. This results in a URL like example.com/page?msclkid=cdd4afcccb1c9a4cad9544dd7e5006d5-1, where the -1 indicates session uniqueness. Once the user lands on your site, the UET tag (Universal Event Tracking) captures this MSCLKID and stores it in a first-party cookie called _uetmsclkid. This cookie stays active as the user navigates through your website, ensuring the MSCLKID remains accessible for tracking purposes.
This system is particularly helpful in privacy-focused environments, such as the UAE, where third-party cookies are often blocked. However, it’s crucial that your website retains the MSCLKID parameter during any redirects. If your server removes these query parameters during a redirect, the UET tag won’t capture the MSCLKID, and tracking will fail. To avoid this, use developer tools to confirm that redirects keep the MSCLKID intact.
Click Attribution and Analytics
The MSCLKID plays a key role in linking user actions back to specific campaigns. Every action - whether it’s filling out a form, downloading a file, or completing a purchase - is tied to the original ad click through this unique ID. The UET tag includes the MSCLKID in all recorded events, enabling precise attribution to keywords, ad groups, and campaigns.
For those using third-party analytics tools like Google Analytics, Microsoft Advertising simplifies the process by appending standard UTM parameters (e.g., utm_source=bing and utm_medium=cpc) alongside the MSCLKID. This dual-tagging system allows you to track campaign performance in both Microsoft Advertising and Google Analytics without the need for manual tagging, making it easier to evaluate results across platforms.
How to Enable and Capture MSCLKID
Enabling MSCLKID Auto-Tagging
To enable MSCLKID auto-tagging, log in to your Microsoft Advertising account. Navigate to Campaigns > Settings > Account level options, check the box to enable MSCLKID tagging, and hit Save.
Once activated, every ad click will automatically include a unique 32-character GUID in your landing page URLs. This allows for precise tracking. After enabling, double-check that your analytics tools are set up to capture this parameter properly.
Capturing MSCLKID in Analytics Tools
To ensure MSCLKID is tracked effectively, your tools need to capture and store it. If you're using the UET tag (bat.js), it will automatically extract the MSCLKID from the URL and save it in a first-party cookie called _uetmsclkid. If your setup involves redirects, make sure your server retains the msclkid parameter throughout the process.
To confirm everything is working, use Edge Developer Tools. Open the Network tab, load your landing page with a URL like ?msclkid=Example-123, and check if the parameter stays intact. If it’s missing, you’ll need to adjust your server configuration.
For CRM systems, add a hidden field named msclkid to your forms. This will capture the ID when forms are submitted. Make sure your CRM can handle 32-character strings to store the data correctly.
Using MSCLKID for Conversion Tracking
Offline Conversion Tracking with MSCLKID
For businesses in the UAE with longer sales cycles, tracking offline conversions is crucial. By capturing the MSCLKID in your CRM, you can link offline sales back to the original ad click. Here's how it works: once a sale is finalised, match the customer's CRM record with the stored MSCLKID. Then, upload this data to Microsoft Advertising using a CSV file or the Bulk API.
To upload, ensure your file includes three key fields:
- Microsoft Click ID: The unique identifier for the ad click.
- Conversion Name: The name you’ve set in your account.
- Conversion Time: Use UTC format.
Optional fields, like conversion value (in AED) and currency code, can also be included for added detail.
"Importing data from outside sources, such as phone calls and CRM records, helps to complete the picture of revenue attributable beyond immediate website activity." - Tim Jensen, Marketing Lead, M&T Bank
Keep these points in mind:
- Offline conversions must be uploaded within 90 days of the original click. Older data won’t process.
- Uploaded data takes up to six hours to appear in your performance reports.
- If you need to adjust a conversion value or remove an error, use the original MSCLKID and timestamp to "restate" or "retract" conversions.
Before your first upload, wait at least two hours after setting up your Offline Conversion Goal in Microsoft Ads. To avoid errors, use the "Preview" tool in the interface to check for formatting issues or invalid Click IDs before submission.
This approach connects offline and online data seamlessly, offering a unified view when paired with Google Analytics.
Integration with Analytics Platforms
MSCLKID complements other tracking tools, providing a full picture of campaign performance. When combined with Google Analytics, it reveals the entire customer journey - from the initial ad click to final conversion - even across multiple platforms.
For proper integration:
- Enable MSCLKID auto-tagging and UTM parameters in Microsoft Ads. Without UTM tags, Google Analytics might mislabel your Microsoft Ads traffic as "organic" or "referral" instead of paid search.
- MSCLKID ensures attribution remains accurate, even when browsers block third-party cookies, which is becoming increasingly common.
You can test integration by adding /?msclkid=test&utm_source=bing&utm_medium=cpc to your landing page URL and checking Google Analytics Real-Time reports. Additionally, use the UET Tag Helper browser extension to confirm that conversion goals are firing properly and the MSCLKID is being captured and stored as intended.
This setup ensures your tracking is reliable and your campaign data is as accurate as possible.
Benefits of MSCLKID for Digital Marketers
More Accurate Conversion Tracking
MSCLKID allows digital marketers to link every conversion directly to its original ad click - even in situations where third-party cookies are blocked. This is possible because each click is assigned a unique GUID (Globally Unique Identifier), ensuring precise one-to-one attribution. This means you can identify the exact keyword and ad responsible for each conversion, including offline sales when MSCLKID is integrated into your CRM systems.
"The Microsoft Click ID (MSCLKID) helps to ensure conversions are accurately tracked and measured." – Vahid, Microsoft Advertising Support Specialist
Such detailed attribution provides the insights needed to make informed decisions about campaign spending.
Better Campaign Performance
When tracking is accurate, it becomes easier to quickly reallocate budgets to campaigns that are delivering the best results. MSCLKID eliminates the risk of manual tagging errors, offering reliable data that supports smarter budget decisions. This is especially critical as browsers continue to phase out third-party cookies.
"By understanding which ad campaigns are performing well, you can allocate more of your ad budget towards those campaigns." – Stefan Neefischer, PPC Specialist
With this level of reliability, automated bidding strategies also benefit from more dependable data.
Improved Smart Bidding
Smart bidding thrives on complete and accurate data. MSCLKID ensures that Microsoft's smart bidding systems receive the full picture of your conversion data, enabling precise bid adjustments based on actual performance. When offline conversions are uploaded using MSCLKID, the algorithms can optimise for the entire customer journey, not just online interactions.
"Auto-tagging of Microsoft Click ID makes sure that no conversion tracking falls through the cracks." – Microsoft Advertising
To simplify this process, Microsoft Advertising has started automatically enabling MSCLKID for eligible accounts.
Conclusion
Key Takeaways for Marketers
Here’s a quick recap of the main points:
- MSCLKID ensures precise conversion tracking: This 32-character GUID in Microsoft Ads connects each conversion to its originating ad click. Even as browsers block third-party cookies, MSCLKID provides clarity on which keywords and campaigns are driving results.
- Seamlessly links online and offline data: When integrated with a CRM, MSCLKID allows you to trace sales and leads back to specific ad clicks. This connection between offline data and ad performance offers details that standard third-party cookie tracking can't match.
- Set up is straightforward: Enable MSCLKID auto-tagging in your Account Settings. Use developer tools to ensure it’s retained through any redirects.
For marketers in the UAE, these features are especially useful. Access to dependable first-party data not only improves budget allocation but also supports smart bidding strategies like Target CPA and Target ROAS.
FAQs
How long does MSCLKID stay in the cookie?
The MSCLKID is stored in cookies for a period of 13 months. This timeframe allows advertisers to track user interactions over an extended period, ensuring they can accurately measure and analyse the performance of their ads.
Why is my MSCLKID missing after a redirect?
When your MSCLKID disappears after a redirect, it's usually because URL parameters aren't being retained. This often happens due to incorrect redirect handling or website settings that remove these parameters. Another common cause is when auto-tagging is turned off or tracking is set up incorrectly. Additionally, cross-domain tracking problems during redirects can result in the loss of the MSCLKID. Ensuring your setup is configured correctly and thoroughly tested can help keep the MSCLKID intact.
Can I use MSCLKID to track phone or in-store sales?
MSCLKID can indeed help track phone and in-store sales when paired with offline conversion tracking techniques. By importing data from external systems, you can link offline activities - like calls or in-store purchases - back to your digital campaigns. This connection allows you to evaluate how effectively your ads contribute to offline conversions.
