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Overview: What This Integration Does
This integration sends your conversions straight from Everflow to Microsoft Advertising, server to server, using the Microsoft Conversions API. Nothing runs in the visitor’s browser, so ad blockers and browser cookie limits do not get in the way and your attribution stays more accurate.
Before You Begin
Connecting Microsoft Advertising
There are two places to do this, depending on who you are.
As a Partner
Once you have one saved, opening the tile shows your list of configurations. You can edit, delete, or add another from there.
As a Network
Setting Up The Postback
The connection above only stores your credentials. The postback is what actually sends a conversion.
Required Fields
Optional: Consent And Timing
Optional: Who The Person Is
These help Microsoft match a conversion to a real person. Fill in what you have, leave the rest blank.
Optional: What Happened
Populating The MSCLKID Field
MSCLKID is the field people ask about most, because you cannot type a value into it. Microsoft creates the click ID when someone clicks your ad, and with auto-tagging turned on it adds it to your landing page URL as msclkid. Everflow cannot generate it. Your job is to carry that value into the Everflow click, then point the postback at it.
Microsoft lists msclkid as strongly preferred, not required, and it has to be the real click ID. A placeholder word such as MSCLICKID, or the literal text {msclkid}, gives Microsoft nothing to match on.
Recommended: Carry The Click ID In A Sub Parameter
Map Microsoft’s click ID into one of your sub parameters, then set the MSCLKID field to that sub’s macro. This shows up in Everflow reporting and needs no change to a standard click script. For how parameters are captured on the click and returned in a postback, see Your Guide To Parameters & Macros. The examples use sub1. Any sub you are not already using for something else works the same way.
What To Add In Microsoft Advertising
Add this to your Final URL Suffix, ideally at the account level so every campaign inherits it. Do not start the suffix with ? or &, Microsoft adds the right one. If your suffix already holds other parameters, put & between them, for example src=bing&sub1={msclkid}.
sub1={msclkid}If you already manage a tracking template instead, add the same pair to the end of it, after {lpurl} and your Everflow parameters. Either way, when someone clicks the ad, your landing page URL ends up looking like this, with Microsoft’s real click ID in place of the placeholder:
https://www.example.com/landing/?oid=1&affid=2&sub1=MICROSOFT_CLICK_IDIf your Final URL already has a hard-coded placeholder like sub1=MSCLICKID, delete it from the Final URL and let the suffix or template add sub1={msclkid} instead, so Microsoft fills in the real value on every click and sub1 is not sent twice. Then work through the steps below.
Step By Step
One thing to check before you pick a sub, if the same page also runs Everflow organic tracking.
Alternative: A Free-Form msclkid Parameter
Everflow picks up fbclid, gclid and ttclid from the URL automatically. It does not do that for msclkid yet, and that support is being worked on. Until then, the only way to capture msclkid under its own name is to add it to the parameters block of your click script, as below, and then set the MSCLKID field to {msclkid}.
parameters: {
'msclkid': EF.urlParameter('msclkid')
}We do not recommend this today. It needs a click script change, and free-form parameters do not appear in standard Everflow reporting, so you cannot easily check that the click ID arrived. Use the sub parameter setup above unless you have a specific reason not to.
If You Have European Traffic, Fill In Consent
What This Version Does Not Send
The payload is kept deliberately lean, the same way the Meta integration is. Everflow does not send line items, item IDs, or hotel data. If you need those, this integration is not the way to get them across.
This integration covers the Conversions API only. Microsoft’s other tools, like Ad Insight and Campaign Management, are not part of it.
FAQ
Quick answers to the setup questions we hear most.
The macro for the sub parameter that carries Microsoft’s click ID, for example {sub1}, once you have added sub1={msclkid} to your Microsoft Advertising Final URL Suffix or tracking template.
No. Plain text such as msclkid or MSCLICKID is sent to Microsoft as is, so it never matches a click. {msclkid} only works if your click script captures msclkid as a free-form parameter, as described above, and it does not appear in standard reporting. A sub parameter is the reliable choice.
No. The click ID is not personal data, so send it as is. Everflow automatically hashes the fields that need it, such as email and phone number.
Still stuck? Your Customer Success Manager can check a test click with you.
→ Meta (Facebook & Instagram) Integration, the closest equivalent and the model this one follows.
