Export Conversions to Microsoft Ads

Send attributed conversions from Vendo to a Microsoft Ads offline conversion goal, so that Microsoft Ads can optimize your campaigns.

Last reviewed September 15, 2026

This guide shows how to send conversions from Vendo to Microsoft Ads. Microsoft Ads uses the conversions to measure and optimize your campaigns.

How It Works

The source event that you select counts as a conversion, such as a purchase.
Vendo applies your attribution model to connect each conversion to a Microsoft Ads click.
Vendo sends each conversion to your conversion goal through the Microsoft Ads API.

Vendo matches a conversion to a click with the msclkid click ID. It can also send a hashed email to improve the match.

Before You Start

A Microsoft Ads App connected in Vendo. Vendo uses the sign-in of this App to send conversions. You do not need an access token.
An offline conversion goal in your Microsoft Ads account.
A Source that records the event that you want to count as a conversion.
A website that keeps the msclkid parameter from the landing page URL.


https://yoursite.com/product?msclkid=3bd2dffd8f9e11ec9f58fa163e7897b4

Step 1: Create a Conversion Goal in Microsoft Ads

In Microsoft Ads, create an offline conversion goal.
Write down the name of the goal exactly as Microsoft Ads shows it.

Step 2: Add the Destination

In Vendo, go to Data > Destinations.
Click Add Destination.
Select Microsoft Ads as the destination.
Select the Source that records your conversion event.

Step 3: Configure the Conversion

Caution: Do not select the Participation attribution model for this export. Participation gives full credit to each touchpoint. Microsoft Ads then receives more than one conversion for each purchase, and its bidding data is wrong.

The form shows these settings in this order:

Setting	What it does	Default
Conversion Count	Every sends each conversion. Use it for purchases. Once sends only the first conversion for each customer. Use it for leads.	Every
Deduplication Window	Shown for Every only. Vendo ignores a repeat conversion from the same customer inside this window: 4 hours, 1 day, 3 days, 1 week or 30 days.	4 hours
Attribution Model	How Vendo gives credit for a conversion: Last Click, First Click, Linear, Time Decay, U-Shaped or Participation.	Last Click
Lookback Window	How many days of conversions each export reads again: 1, 7, 14 or 28 days.	7 days
Conversion Matching	Identified Conversions sends only conversions with a click ID. Send All Conversions also sends conversions without a click ID, matched with a hashed email.	Identified Conversions
Conversion Goal Name	The name of the conversion goal from Step 1, exactly as Microsoft Ads shows it. Required. If it is empty, Vendo does not send the conversions and the export fails with an error.	None
Conversion Event	The source event that counts as this conversion. Select one event for each conversion action. If you leave it empty, Vendo can send every conversion event.	None
Conversion Mapping	Connects Microsoft Ads fields to properties on the source event. Email comes from identity resolution unless you map it.	Identity resolution
Dynamic Value Assignment	Sends a value from a prediction model in place of the event value. If a customer has no prediction, Vendo sends the event value.	Off

For more information about each model, see Attribution Models.

Note: Microsoft Ads offline conversions can match on email only. Phone matching is not available.

Step 4: Check the Export

Caution: The test sends a real event to the live Microsoft Ads API. Use a test row, not a real customer conversion, if you can.

On the Destination page, click Test.
Select a row from the source table.
Click Send Test Event.
Click Sync Now to start an export.
Open the Conversion Log tab.
Make sure that your conversions show the Sent status.
If a row shows Failed, open the Logs tab to read the error.
After Microsoft Ads processes the upload, find the conversions in your conversion goal.

The Conversion Log shows the time, the user, the event, the source, the match type, the value and the status of each conversion.

What Vendo Sends

Vendo sends conversions to the ApplyOfflineConversions operation of the Microsoft Ads API.

Field	Value
`ConversionName`	The Conversion Goal Name setting
`ConversionTime`	The conversion time
`ConversionValue`	The attributed conversion value
`ConversionCurrencyCode`	The currency of the conversion
`MicrosoftClickId`	The `msclkid`, when the conversion has one
`HashedEmailAddress`	The hashed email, when you select it

Vendo does not send a conversion that has no click ID and no selected email. Microsoft Ads cannot match that conversion.

Troubleshooting

No conversions in the Conversion Log: make sure that your website keeps the msclkid. Also make sure that the Conversion Event is correct.
Conversion goal not found: make sure that the Conversion Goal Name matches the goal name in Microsoft Ads exactly.
Authentication errors: open the Microsoft Ads App in Vendo. If it shows Reconnect Required, connect it again.