--- title: Audience Filtering & Conversion Setup for Call Tracking Integrations description: When integrating 800.com with advertising platforms like Google Ads , Microsoft Ads , and Meta , it’s important to understand how audience filtering and co --- [Skip to content](https://support.800.com/en-us/hc/articles/42802117090573-audience-filtering-conversion-setup-for-call-tracking-integrations#main-content) [![800.com Help Center](https://support.800.com/hs-fs/hubfs/800%20Logo%20Blue.png?width=150&height=26&name=800%20Logo%20Blue.png)](https://www.800.com/) - [Call us (800) 800-4321](tel:+18008004321) - [Sign in](https://support.800.com/hc/en-us/signin) Open main navigation Close main navigation - [Call us (800) 800-4321](tel:+18008004321) - [Sign in](https://support.800.com/hc/en-us/signin) - [Submit a request](mailto:support@800.com) [Submit a request](mailto:support@800.com) 800.com Help Center - There are no suggestions because the search field is empty. 1. [800 Support Center](https://support.800.com/en-us/hc?hsLang=en-us) 2. [Call Tracking](https://support.800.com/en-us/hc/call-tracking?hsLang=en-us) 3. [Integrations](https://support.800.com/en-us/hc/call-tracking?hsLang=en-us#integrations) August 19, 2026 # Audience Filtering & Conversion Setup for Call Tracking Integrations ## Set audience buckets and conversion rules so ad platforms receive the click data they need to optimize calls. When integrating 800.com with advertising platforms like **Google Ads**, **Microsoft Ads**, and **Meta**, it’s important to understand how **audience filtering** and **conversion setup** work together. This article explains our approach, why it’s designed this way, and how it supports accurate optimization across ad networks. ## Overview Our goal is to give advertisers **simple, effective audience segmentation** while ensuring ad platforms receive **all eligible conversion data** needed for optimization. To accomplish this, 800.com focuses on: - Creating clear audience buckets. - Always sending eligible click identifiers (GCLID, MSCLKID, FBCLID). - Letting ad platforms handle filtering and optimization within their own tools. ## Supported Audience Segments In the first iteration of audience filtering, we support the three most common segments used for call-based optimization: - **All Calls** - **First-time Callers** - **Repeat Callers** These segments align with how major ad platforms expect conversion data to be structured and are sufficient for most call-based bidding and optimization strategies. ## Why This Approach Works ### Ad Platforms Require Conversion Destinations Ad networks need a **conversion action, conversion goal, or custom conversion** so they have a place to receive click identifiers such as: - Google Ads: **GCLID** - Microsoft Ads: **MSCLKID** - Meta Ads: **FBCLID** 800.com ensures that each eligible call conversion has a valid destination in the ad platform. ### We Always Send Eligible Click IDs 800.com **does not filter or suppress click identifiers** before sending conversion data. **Why this matters:** - Filtering click IDs on our side limits the ad platform’s ability to learn and optimize. - Ad platforms already provide native tools for filtering conversions. - Optimization logic should live where bidding decisions are made — inside the ad platform. Instead of removing data, we send all eligible conversions and allow advertisers to apply filters within Google Ads, Microsoft Ads, or Meta. ## How Audience Selection Affects Conversion Setup When you choose an audience option such as: - **All Calls**, or - **First-time / Repeat Callers** 800.com automatically creates or maps the appropriate **conversion actions or goals** so that: - Each call conversion has a valid destination. - Click IDs are properly attributed. - Ad platforms can apply their own filtering rules. This approach was originally recommended by Ads2Convert as a scalable, low-friction way to enable call-based optimization and has been adopted as the foundation of our integrations UI. ## Microsoft Ads: How Audience Filtering Works Microsoft Ads uses **two separate systems**, and it’s important to understand how they differ. ### 1. UET Tag (Client Responsibility) The **Universal Event Tracking (UET) tag** is: - Installed on the advertiser’s website. - Used for **website-based events**, audiences, and remarketing. - Required to create conversion goals inside Microsoft Ads. **Important:** UET does **not** validate or match offline call conversions. ### 2. Offline Conversion Uploads (800.com Responsibility) Offline call conversions work differently: - Matching is done **only using MSCLKID.** - Conversions are uploaded via Microsoft’s API using OAuth credentials. - UET is **not involved** in the matching or upload process. 800.com: - Captures the MSCLKID from the website using the DNI script. - Uploads the call conversion to the correct Microsoft Ads conversion goal. - Does **not** send data to or rely on the UET tag for call conversions. ## What the Advertiser Must Do (Microsoft Ads) To ensure offline call conversions work correctly, advertisers must: - Enable **Microsoft auto-tagging** so MSCLKID is appended to ad URLs. - Install the **UET tag** on their website (required for creating goals and website-based features). > The UET tag is required for website tracking and audience features, but **not** for matching offline call conversions sent by 800.com. ## What 800.com Handles Automatically 800.com is responsible for: - Capturing click identifiers (GCLID, MSCLKID, FBCLID). - Uploading offline call conversions. - Mapping conversions to the correct goals/actions. - Sending all eligible conversion data without suppression. ## Current Capabilities & Acceptance Criteria 800.com supports the following: - Define the **audience** used for call conversions. - Define the **data sent to each audience**, such as: - All calls. - Sales calls. - Calls with a specific ad platform identifier. - Add **additional audiences and filters** over time as capabilities expand. ## Key Takeaways - Audience filtering is intentionally simple and aligned with ad platform expectations. - Click identifiers are always sent when eligible. - Ad platforms handle optimization and filtering in their own UI. - Microsoft Ads offline conversions do not rely on UET for matching. - This approach ensures accurate attribution, scalability, and better optimization. ## Related Articles - [How to Integrate 800.com With Google Ads](https://support.800.com/en-us/hc/articles/36121212521613-how-to-integrate-800-com-with-google-ads?hsLang=en-us) - 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