How to Upload Offline Conversions to Microsoft Ads (Bing)

Uploading offline conversions to Microsoft Ads (Bing) follows a similar workflow to Google Ads but with important formatting differences. This guide covers the exact steps, formats, and common pitfalls.

Prerequisites

• ✅ Auto-tagging enabled (Settings → Account Settings → Auto-tagging)
• ✅ Offline conversion goal created
• ✅ MSCLKIDs being captured from ad clicks
• ✅ Conversion data ready (MSCLKID + timestamp + value)

CSV Format

Template

Microsoft Click ID,Conversion Name,Conversion Time,Revenue,Currency
a1b2c3d4e5f6a7b8c9d0e1f2a3b4c5d6,Booked Job,04/10/2026 14:30:00,4500.00,USD
b2c3d4e5f6a7b8c9d0e1f2a3b4c5d6a1,Booked Job,04/11/2026 09:15:00,1200.00,USD
c3d4e5f6a7b8c9d0e1f2a3b4c5d6a1b2,Completed Service,04/12/2026 16:45:00,8500.00,USD

Column Reference

Column	Required	Format	Notes
Microsoft Click ID	Yes	32-char hex	The MSCLKID from the ad click
Conversion Name	Yes	String	Must exactly match your conversion goal name
Conversion Time	Yes	MM/dd/yyyy HH:mm:ss	NOT yyyy-MM-dd
Revenue	Recommended	Decimal	Job/sale revenue amount
Currency	Recommended	ISO 4217	USD, EUR, GBP, etc.
Order ID	Optional	String	For deduplication

Critical Formatting Differences from Google Ads

Field	Google Ads	Microsoft Ads
Click ID column	Google Click ID	Microsoft Click ID
Date format	yyyy-MM-dd HH:mm:ss±HH:mm	MM/dd/yyyy HH:mm:ss
Value column	Conversion Value	Revenue
Timezone row	Parameters:TimeZone=	Set in goal settings
ID format	Base64 (50-100 chars)	Hex (32 chars)

Uploading via Microsoft Ads UI

Step-by-Step

1. Sign in to Microsoft Ads
2. Go to Tools → Conversion tracking → Import
3. Click Import conversions from file
4. Click Browse and select your CSV file
5. Review the preview:
   • Green = valid rows
   • Yellow = warnings (review)
   • Red = errors (must fix)
6. Click Import
7. Wait for processing (usually 1-4 hours)

Checking Upload Results

1. Go to Tools → Conversion tracking → Import → Upload history
2. Click on your upload
3. Review the status of each row:

Status	Meaning	Action
Imported	Successfully matched and recorded	None needed
Click ID not found	MSCLKID not recognized	Check auto-tagging, verify data
Invalid format	Data formatting error	Fix date format, column headers
Duplicate	Already uploaded	Expected if re-uploading
Goal not found	Conversion name doesn’t match	Copy exact name from goals
Click too old	Microsoft Advertising rejects an offline conversion whose time is more than 90 days before the upload and will not count one more than 90 days after the click, so keep the MSCLKID for those 90 days: a sale on August 1 can be uploaded on October 20, and a job that closes 100 days after the click cannot be counted even if you upload it that day.

Uploading via API (Automated)

For automated uploads, use the Bing Ads API:

API Endpoint

POST /OfflineConversions/Apply

TUOCA uses this API for scheduled, automated uploads. The API provides:

• Batch processing (thousands of records per request)
• Detailed per-record error responses
• Rate limiting management
• Retry handling

Enhanced Conversions for Microsoft Ads

Microsoft also supports Enhanced Conversions with hashed PII:

CSV Format with Hashed PII

Hashed Email,Conversion Name,Conversion Time,Revenue,Currency
a8b14f04b2be6c5f...,Booked Job,04/10/2026 14:30:00,4500.00,USD

Hashing Requirements

• Algorithm: SHA-256 (same as Google Ads)
• Email: Lowercase, trim whitespace, then hash
• Phone: E.164 format, then hash

Common Errors and Fixes

Error	Most Common Cause	Quick Fix
Invalid date format	Using yyyy-MM-dd	Switch to MM/dd/yyyy HH:mm:ss
Click ID not found	Auto-tagging disabled	Enable in Account Settings
Goal not found	Name mismatch (even spaces matter)	Copy-paste exact name
No revenue column	Using “Conversion Value” header	Change to “Revenue”
All rows failed	Wrong column headers	Use Microsoft-specific headers

Validate your CSV before uploading with the CSV Validator tool.

How TUOCA Automates Microsoft Ads Uploads

1. MSCLKID detection — Identifies 32-character hex identifiers automatically
2. Date formatting — Converts all timestamps to MM/dd/yyyy HH:mm:ss
3. Column mapping — Uses Microsoft-specific field names
4. Batch upload — Sends via Bing Ads API
5. Error handling — Logs and categorizes Microsoft-specific errors
6. Enhanced Conversions — Falls back to hashed PII when MSCLKID unavailable

Next Steps

1. ✅ Verify auto-tagging is enabled
2. ✅ Create your offline conversion goal
3. ✅ Prepare a test CSV with 2-3 records
4. ✅ Upload manually and verify results
5. ✅ Set up TUOCA for automated uploads
6. ✅ Read the complete Microsoft Ads guide