Connecting 800.com with Microsoft Ads allows you to automatically track and attribute phone calls generated by your ad campaigns. With this integration, you can assign unique tracking numbers to each campaign, use Dynamic Number Insertion (DNI) to display the right number based on ad source, and capture detailed analytics like call duration, source, and outcomes. 

This helps you measure the true impact of your Microsoft Ads campaigns — beyond clicks — so you can optimize performance, understand which ads drive real customer conversations, and make smarter marketing decisions.

Overview

When the Microsoft Ads integration is active:

• Calls are tracked as conversions.

• Conversion goals are created automatically in Microsoft Ads.

• Conversion data is sent using Microsoft Click ID (MSCLID).

• Conversion uploads appear in Microsoft Ads reporting and can be used for optimization and bidding strategies.

Before Getting Started

Before enabling the integration, make sure you have:

• An active 800.com account with admin access.

• A Microsoft Ads account.

• Permissions to manage integrations in both platforms.

• Conversion tracking enabled in Microsoft Ads.

• Microsoft Click ID (MSCLID) auto-tagging enabled in Microsoft Ads.

Enabling Microsoft Ads

• In the 800.com app, go to Settings → Integrations.

  For Organizations, go to Organization → Global Settings → Integrations.

• You’ll be taken to the Integrations Library.

• Click the Microsoft Ads integration icon.

• This will take you to the landing page with an overview of the integration.

  

• Click Sign in with Microsoft to begin the OAuth connection process.

  Important: You are not creating a Microsoft Ads account during this step.
  If you don’t already have a Microsoft account, Microsoft will prompt you to create one. Otherwise, sign in using your existing Microsoft credentials

• Microsoft will prompt you to grant access permissions.

  Be sure all requested permissions are approved. If permissions are missing, you may not have access to a Microsoft Ads account.

• Click Accept.

• Once connected, You’ll be redirected back to the Microsoft Ads Integration Configuration page in 800.com.

  

  

  

Microsoft Ads Integration Configuration Page

After signing in, you’ll land on the Integration Configuration page, where you can complete setup and manage conversion tracking.

From the Integration Configuration page, you can:

• Select your Microsoft Ads account.

• Choose which events to track.

  In the Events to Track section, select Calls.

• Configure conversion goal options.

  Ensure that you have enabled pre-existing conversion goals and Microsoft Click ID Auto-tagging in Microsoft Ads.

• Enable Enhanced Conversions.

• Click Activate Integration. 

  Once activated, the system will create a new Conversion Goal for the selected account.

Configuring Conversion Tracking

Events to Track

• In the Events to Track section, select Calls.

  Note: Currently, only call conversions are supported.

Conversion Goal Setup

From the Integration Configuration page, choose how conversion goals should be created in Microsoft Ads:

Create one conversion goal for all calls (Recommended)

• All calls are tracked under a single conversion goal

• Simplest setup and easiest to manage

Create separate conversion goals for first-time and repeat callers

• Creates individual conversion goals for:

  • First-time callers

  • Repeat callers

• Enables more detailed reporting and optimization in Microsoft Ads.

Audience Selection & Conversion Data

When configuring conversion tracking, you can choose how call conversions are grouped and sent to Microsoft Ads.

Two audience options are available:

• All Calls – Sends all eligible calls as conversion events.

• First-Time / Repeat Callers – Separates conversions into first-time callers and repeat callers.

Based on your selection, 800.com automatically creates separate conversion goals in Microsoft Ads to receive these signals. This allows Microsoft Ads to optimize bidding and reporting differently for each audience.

All eligible Microsoft Click IDs (MSCLKID) are always sent. Filtering and optimization should be handled directly within Microsoft Ads using its native tools, ensuring accurate attribution and better campaign performance.

Enhanced Conversions (Optional)

Enhanced Conversions improve conversion accuracy by sending first-party customer data when available.

• Enable Enhanced Conversions on the Integration Configuration page.

• When enabled, both click-based and enhanced conversion data are sent to Microsoft Ads.

Activate the Integration

1. On the Integration Configuration page, confirm your settings.

2. Click Activate Integration.

Once activated:

• Conversion goals are created automatically in Microsoft Ads.

• Call data begins syncing from 800.com.

• The integration status displays Active.

Audience Filtering

800.com supports basic audience segmentation for call conversions, including All Calls, First-time Callers, and Repeat Callers. All eligible Microsoft Click IDs (MSCLKID) are always sent, while filtering and optimization are handled directly within Microsoft Ads.

To learn more about how audience filtering and conversion setup work across ad platforms, see: Audience Filtering & Conversion Setup for Call Tracking Integrations.

Verifying the Integration

You can verify the connection at any time:

1. Go to Settings → Integrations.

   • For Organizations: Organization → Global Settings → Integrations.

2. Click the Microsoft Ads integration icon.

3. On the Integration Configuration page, click Verify.

Verification confirms the connection and permissions are still valid.

Reviewing Conversion Goals in Microsoft Ads

A conversion goal holds all conversion events sent from 800.com.

• Any DNI call with a valid MSCLID is sent to the conversion goal.

• You can review conversion goals directly in Microsoft Ads by navigating to:
  Microsoft Ads → Conversions.

Important:
For accurate reporting and bidding, ensure your conversion goals are set as Primary actions in Microsoft Ads.

Viewing Conversion Upload Details

The Integration Configuration page displays information about the most recent conversion upload, including:

• Click ID (MSCLID)

• Conversion Date

• Upload Status (Pending, Successful, or Failed)

This helps confirm conversions are flowing correctly and supports troubleshooting.

Checking Integration Status

You can view the integration status from the Integrations Library or the Integration Configuration page:

1. In the app, select Settings > Integrations.

   For Organizations, go to Organization > Global Settings > Integrations.

2. Locate the Microsoft Ads Integration icon in the Integrations Library.

• No banner – Integration is not enabled.

• Active – Integration is connected and sending data.

• Failed – There is an issue with the connection or permissions.

If the status shows Failed, review Microsoft Ads access and permissions.

Deactivating or Removing the Integration

To stop the integration:

1. Go to Settings → Integrations

   • For Organizations: Organization → Global Settings → Integrations

2. Select the Microsoft Ads integration.

3. On the Integration Configuration page, click the vertical ellipsis > select Delete .

   • Or click on the Microsoft Ads integration icon to access the configuration page > click Deactivate Integration.

4. Confirm the action by selecting Delete again.

Deactivating the integration stops future conversion uploads but does not remove historical data from Microsoft Ads.

Need help?

Our support team is available to assist with setup, integrations, or troubleshooting. Reach out to us at support@800.com.