Microsoft Ads Offline Conversions: Import CRM Data (2026)

Final piece of the puzzle. You are generating leads on Bing. Are they closing? Offline Conversion Import (OCI) tells Bing what happened after the click. Microsoft uses the msclkid (Microsoft Click ID).

In this "Mega-Authority" guide, we cover:

1. Capturing msclkid.
2. Formatting the Template.
3. Auto-Upload Scheduling.
4. Optimization Strategy.

Part 1: Capturing the Click ID

1. Enable "Auto-tagging" in Settings.
2. User visits site.com?msclkid=xyz123.
3. Your visible or hidden form field captures xyz123.
4. This saves to your CRM lead record.

Part 2: Excel Upload

1. Download the "Excel Import Template."
2. Columns: Microsoft Click ID, Conversion Name, Conversion Time, Conversion Value.
3. Paste your CRM data (Closed Won deals).
4. Upload to Tools -> Offline Conversions.

Part 3: Automated API

Manual uploads are slow. Use Zapier or Segment.

• Trigger: "Deal moves to distinct stage 'Closed Won' in HubSpot."
• Action: "Send Offline Conversion to Microsoft Ads."
• Benefit: Real-time data.

Part 4: Bidding on OCI

Once data is flowing:

1. Create Conversion Goal: "Qualified Lead".
2. Include in "Conversions" column? Yes.
3. Switch Bidding Strategy to Target CPA or Max Conversions.
4. Now Bing bids for people likely to become "Qualified Leads", not just form fillers.

Part 5: Summary & Checklist

Your Action Plan:

1. Verify your forms capture msclkid.
2. Run a test manual upload of 5 conversions.
3. Check if they appear in the campaign columns (takes 5 hours).
4. Connect Zapier for automation.

Close the loop.