Offline Conversion Import for Bing
Leads are vanity. Revenue is sanity.
The Disconnect
You spend $100 to get a lead. The lead talks to sales. Two weeks later, the lead spends $10,000. Microsoft Ads doesn't know this. It thinks the lead is worth the same as the one who unsubscribed immediately.
Closing the Loop
Offline Conversion Import (OCI) fixes this.
It allows you to upload a spreadsheet (or use an API) to tell Microsoft Ads:
"Click ID 12345 resulted in a Sale worth $10,000".
The Implementation
- Capture the
msclkid: This is the tracking parameter appended to your URL when someone clicks an ad. Store this in your CRM (Salesforce, HubSpot, etc.) hidden fields. - Export the Data: Once a week, export a list of closed deals with their
msclkid, conversion name, and value. - Upload to Bing: Go to Tools → Offline Conversions and upload the file.
The Result
Smart Bidding ("Target ROAS") now optimizes for Deal Value, not just Lead Volume. You stop paying for cheap, low-quality leads. You start paying for high-value customers.
About the Author
Performance marketing specialist with 6 years of experience in Google Ads, Meta Ads, and paid media strategy. Helps B2B and Ecommerce brands scale profitably through data-driven advertising.
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