> ## Documentation Index
> Fetch the complete documentation index at: https://docs.invoca.com/llms.txt
> Use this file to discover all available pages before exploring further.

# Microsoft Advertising: Installation & User Guide

> Connect Invoca to Microsoft Advertising to push call data and Signals as offline conversions.

Microsoft Advertising (formerly Bing Ads) is Microsoft's paid search platform. Connecting it to Invoca lets you send phone calls and Signals back to Microsoft Advertising as offline conversions, tied to the click that drove them.

## Part 1: Get your accounts ready to integrate

* Choose a Microsoft Advertising user with Super Admin, Standard User, or Advertiser Campaign Manager credentials to authenticate. Two-factor authentication is recommended.
* This integration doesn't support a Microsoft "Work Account" — check the "Signs in with" row on the User Management page; your account must show "Personal account."
* Set up your Invoca Tag to capture `msclkid` from the landing page URL query string.
* Decide whether to install at the Network or Profile level.

## Part 2: Authenticate the Microsoft Advertising app

1. Log in to Invoca. If integrating with a specific profile, select it under Profiles first.
2. In the sidebar, click **Integrations**, then **Manage Integrations**.
3. Click the **Microsoft Advertising** tile, click **Integrate**, then **Authorize with Microsoft Advertising**, and enter your Microsoft Advertising credentials if prompted.
4. Use the Customer Account dropdown to select your Microsoft Advertising Customer. Each Connect App integrates with one Manager Account — set up separate Connect Apps for multiple Manager Accounts.
5. Choose **All Accounts** (every existing and future account under that Customer) or **Specific Account**, then click **Confirm**.

## Part 3: Configure conversion reporting

1. In the "Set up your Conversions" menu, click **+ Add** and choose a conversion goal type: **Calls**, **Paid Calls** (performance/affiliate customers only), or **Add Signal** (select the specific Signal).
2. For each goal, choose a **Count Type**: "All conversions" (multiple per click, common for sales) or "Unique conversions" (once per click).
3. Enter a **Conversion Window** — the number of days after a click to track conversions, up to 90.
4. Check **Include in Automated Bidding** if you want these conversions factored into bidding strategies and shown in the Conversions column; leave unchecked to have them appear only in All Conversions.
5. Choose a **Category** (defaults to "Other").

New conversions take about two hours before Microsoft Advertising accepts data — expect brief errors during that window, which Invoca automatically retries.

## Part 4: Administer the integration

The Manage Settings page's Overview tab shows sync status, the integrated account(s), and Webhook Health Stats (successful deliveries, and the transaction ID/response body of the last failure). Some errors are automatically retried over 24 hours before counting as a final failure. The Configurations tab lets you edit your conversion settings from Part 3.

## Part 5: Access Invoca data in Microsoft Advertising reports

Invoca posts conversions in real time, but Microsoft Advertising can take up to 5 hours to process them. For a call or Signal to post successfully:

* It must fall within the conversion window chosen in Part 3.
* The conversion goal must have existed before the call started.
* The Invoca Tag must have captured `msclkid` from the URL query string at visit time.
* The number dialed must have been served from an Invoca RingPool (media type "Pooling").

Conversions post based on the ad impression date, not the conversion date — keep this in mind when setting report date ranges.

To view Signals: check the Conversion Goals list under **Conversion Tracking**, adding the Conversions column if needed, or add a "Goal name" segment to Campaign, Ad Group, Ad, and Keyword reports via the Segments dropdown.

## Part 6: Deactivating the integration

Go to Manage Settings, click the ellipses, and select **Deactivate Integration**. Signal-based conversions are set to "paused," but previously reported data remains in Microsoft Advertising reports.

## Troubleshooting authentication

Invoca only supports "Personal account" authentication, not "Work account." If you see an error during authentication, or if your account was migrated from Personal to Work after you first authenticated, check the "Signs in with" row in User Management. A migrated account produces an error like:

```
{:error=>"Unknown error occurred while performing operation: apply_offline_conversion: {:code=>"124", :detail=>nil, :error_code=>"PersonalIdentityMigratedToWork", :message=>"You can no longer use this personal Microsoft account to access Bing Ads. Please sign in using your work account instead."}"}
```

To resolve either scenario, authenticate with a Personal account — switch your existing account's sign-in method, or create a new Personal account with the right credentials. If your organization requires a Work account, authenticating this integration may not currently be possible.

## Where to go next

* [Connect Apps & No-Code Integrations](/s/article/connect-apps-and-no-code-integrations)
* [Microsoft Sub-Accounts Do Not Appear Under the Microsoft Ads Integration Tool](/s/article/microsoft-sub-accounts-not-appearing)
* [Microsoft Conversion Goals Not Populating](/s/article/microsoft-conversion-goals-not-populating)