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.
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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.
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