Microsoft Ads call tracking integration | Infinity

Microsoft Ads call tracking with Infinity sends your calls, call ratings and CRM events into Microsoft Ads as offline conversions, so you get a fuller view of how your ads, keywords, bids and targeting perform. This guide covers both halves of the set-up: creating an offline conversion goal in Microsoft Ads, then configuring the Microsoft Ads integration in the Infinity Platform. It also covers re-authorising an existing integration and adding the tracking template to your account.

How Microsoft Ads call tracking from Infinity works

Infinity's integration with Microsoft Ads uses its Offline Conversion Import feature to pass Infinity calls, call ratings or CRM events into Microsoft Ads as conversions. Adding Microsoft Ads call tracking as offline conversions from phone calls gives you a more comprehensive view of how ads, keywords, bids and targeting are performing. You can use this data to optimise your PPC strategy, bid smarter and get a more complete view of your return on ad spend.

Step 1: create an offline conversion goal in Microsoft Ads

Within the Microsoft Ads interface, you need to create an offline conversion goal for calls. This is the goal Infinity will send conversions to, and you select it again in Step 2.

1. Select New Goal, name the goal appropriately and set it as an Offline Conversion, then click Next. On the set-up screen, select a revenue setting. We recommend value may vary with a value of 0 if no value is assigned, and with a count of all.

You can change the Conversion window, but we recommend leaving it on the default 30 days. When you have finished, click Save.

Step 2: configure the Microsoft Ads integration in the Infinity Platform

Log in to the Infinity Platform and work through the Basics and Conversion settings below to turn on Microsoft Ads call tracking.

Basics

1. From the Infinity Platform, click Settings at the bottom of the left-hand navigation, then click Integrations > Homepage. From here, find Microsoft Ads from the drop-down options.
2. Find Microsoft Ads from the list, click it and then select Add Microsoft Ads Account. This is an inclusive integration, so no additional charges apply.
3. The integration is called Microsoft Ads by default. You can rename it to something more meaningful by editing the name field.
4. Click the Authorise Infinity button and log in to your account. This grants Infinity access to upload conversions to your Microsoft Ads account.

Conversion settings

1. Using the dropdowns, select the chosen Microsoft Ads Account and Conversion Type. The conversion type should be the one you created in Microsoft Ads in Step 1. The dropdown only shows offline conversion goals, and it only populates once the account has been authorised.
2. As an optional step, select an option from the value field to pass a value into Microsoft Ads. This can be the transaction value, goal value or no value. These values need to be captured using call ratings or CRM events. For the values to pass successfully into Microsoft Ads, the Revenue value setting in Microsoft Ads needs to be set to Conversion action value may vary.
3. We pass all calls into Microsoft Ads by default. You can change this using the options in What do you want to send. For example, you may choose to send only calls that meet a goal.

Once the integration has been created, conversion events should be visible within Microsoft Ads shortly afterwards, but this could take up to 5 hours.

If you have an existing Microsoft Ads integration

Microsoft Ads updated the authentication scopes and API endpoints that third-party apps, such as Infinity's Microsoft Ads integration, use. This means that customers need to re-authorise the integration in order to keep passing data into Microsoft Ads for Microsoft Ads call tracking to continue.

What you need to do

You need to re-authenticate your existing Microsoft Ads integrations and save the changes.

Find and edit the integration

1. Click Settings at the bottom of the left-hand navigation in the Infinity Platform, then click Integrations from the left-hand navigation.
2. Find your Microsoft Ads integration in the list of your currently active integrations and click the 3 dots on the right-hand side of the box. The edit page is shown in the screenshot below.

Re-authorise and save

1. Click the Authorise Infinity button and log in to your account. This grants Infinity access to upload conversions to your Microsoft account.
2. Click the Save button at the bottom of the page to complete the update. Repeat the process for each Microsoft Ads integration you have.

Additional notes

Following the updates from Microsoft, your re-authorisation request may need to be approved by another part of your organisation, such as the IT department. In that case, you may see a screen like this:

This means that access to Infinity's Microsoft Ads app is subject to approval from your IT admin. Complete the request and request approval. You will then see a screen similar to the one below.

Once the request has been granted, return to the integration, click edit and Authorise Infinity. At that point the app will know you have been given access, and you will be able to open the integration configuration page and make any changes you wish. Click Save once you have made the required updates.

Changes to the tagging process

We used to run a daily sync on your Ads account. This is no longer necessary. We recommend applying an Infinity tracking template at an account level in Microsoft Ads, added as a final URL suffix. This is the account-level tag for Microsoft Ads call tracking.

Tracking template tag

infinity{IfNative:display}=ict2~net~mac~cmp~{Campaign}~ag~{AdGroup}~ar~{AdId}~kw~{keyword:default}~mt~{MatchType}

Steps for adding the tracking template:

1. Select All Campaigns > Settings > Account level options from the collapsible menu on the left.
2. Enter the tag above into the final URL suffix option.

Need more help?

If you're still stuck with Microsoft Ads call tracking, get in touch with your account team or email support@infinity.co and we'll help you get set up.