How to Sync Revenue and Offline Conversions in Microsoft Ads

After you’ve connected Microsoft Ads to SourceLoop, the next step is wiring up the offline conversion push. You’ll create a Conversion Goal in Microsoft Ads, find its name, and map SourceLoop events to it.

Before you start

You’ll need:

• Microsoft Ads connected to SourceLoop (the card shows the account name)
• Access to Microsoft Ads for the account you connected (Standard or Admin role)
• A clear idea of which SourceLoop events you want to track in Microsoft Ads (typically: Lead, Demo Booked, Paid Signup)
• Admin or Owner role in SourceLoop

Step 1: Create the Conversion Goal in Microsoft Ads

If you already have a Conversion Goal set up for offline conversions, skip to Step 2.

1. Sign in to Microsoft Ads.
2. Pick the account you connected to SourceLoop.
3. Go to Tools -> Conversion Goals.
4. Click Create Conversion Goal.
5. Pick the goal type that matches your funnel stage:
   • Other — generic, works for most lead-style conversions
   • Purchase — one-off ecommerce sales
   • Sign-up — account registrations
   • Lead — form submissions
6. Pick Offline as the Conversion source.
7. Name it something specific (e.g., “SourceLoop, Demo Booked”). The exact name is what you’ll paste into SourceLoop, so make it memorable and consistent.
8. Set the Count type (typically Unique for B2B leads, All for ecommerce).
9. Set the Conversion Window (default 30 days, the maximum Microsoft allows).
10. Set the Default Conversion Value if you want a baseline value (you’ll override per-conversion in SourceLoop).
11. Save the goal.

Repeat for each separate funnel stage you want to track.

Step 2: Find the exact Goal Name

The critical detail: Microsoft Ads matches offline conversions by name, not by a numeric ID. So the name in SourceLoop must match the Goal name in Microsoft Ads exactly, including capitalisation, spaces, and punctuation.

1. In Microsoft Ads, go to Tools -> Conversion Goals.
2. Find the goal you just created (or the existing one you want to use).
3. Copy the Goal Name exactly as shown in the table. Be careful with special characters; even a trailing space can break the match.

Step 3: Add the conversion mapping in SourceLoop

1. Sign in to SourceLoop.
2. Open Setup -> Ad Platforms -> Microsoft Ads.
3. Scroll to Conversion sync.
4. Click Add conversion mapping.
5. Pick the Trigger event type:
   • Conversion created — every new lead conversion (form, meeting, chat with email, initial payment)
   • Expected revenue updated — when expected revenue changes
   • Realized revenue updated — when a payment integration confirms revenue
6. (Optional) Set a Trigger event name filter to scope the mapping.
7. Pick an Attribution model: Last touch or First touch.
8. Paste the Conversion Goal Name from Step 2 (exactly as it appears in Microsoft Ads).
9. Toggle Include value if you want to send a revenue figure. Pick the value source and currency.
10. Set the dedup window in minutes (default 1440).
11. Click Save.

SourceLoop starts pushing matching conversions on the next 2-minute flush cycle. Microsoft Ads will show the conversion counts within 4-12 hours.

What gets sent in each event

For every matching SourceLoop conversion, the push to Microsoft Ads includes:

• ConversionName — the Goal Name from your mapping
• ConversionTime — when the conversion happened (ISO 8601)
• MicrosoftClickId (msclkid) — captured from the visitor’s session
• ConversionValue — when value is included
• ConversionCurrencyCode — when value is included (defaults to USD)

Note that Microsoft Ads requires msclkid for offline conversions, there’s no PII fallback. Conversions for visitors with no msclkid are skipped (marked pending_identity in the Sync log).

Why isn’t every SourceLoop conversion being pushed?

You’ll typically see push rates around 40-70% in the first weeks after Auto-tagging is enabled, climbing to 80-95% as msclkid-tagged sessions accumulate. The skipped conversions are visitors who:

• Came in via SEO / direct (no msclkid)
• Clicked in before Auto-tagging was enabled
• Had cookies cleared between click and conversion (rare but happens)

These are still tracked in SourceLoop, they just can’t be pushed back to Microsoft Ads because there’s no msclkid to attribute them to.

What’s next

• Troubleshoot pushes that aren’t appearing in Microsoft Ads: Troubleshoot Microsoft Ads sync issues.
• Add more conversion mappings for separate funnels: repeat Step 3 with each Conversion Goal Name.