Offline Conversions CSV Builder for Microsoft Ads

How to build a Microsoft Ads offline conversions file

Microsoft Ads offline conversions let you report sales and qualified leads that happen after the click — on the phone, in your CRM or in person. This builder writes the upload file in the layout of the CSV template linked from Microsoft's tracking offline conversions help page, with its seven columns in their published order.

1. Export your conversions. Each row needs the msclkid saved with the lead, the conversion date and time, and ideally the value. Emails and phones let Microsoft match rows without a click ID if you use enhanced conversions.
2. Load the file. The tool finds columns such as msclkid, Microsoft Click ID, Close Date and Amount by name. A filled-in Microsoft template works too: its Parameters row is used to read the times.
3. Set the goal name and time zone. The goal name must match your offline conversion goal exactly. The time zone turns your CRM times into times with a GMT offset.
4. Pick the currency rule. Leave it blank to let Microsoft use the goal's currency, or pick a currency for rows that don't have one.
5. Check, then download. Rows Microsoft would reject are listed with the reason and left out. The download copies Microsoft's own template line for line: its instruction rows, a byte order mark and 8 cells in every row.

MSCLKID, value and hashed email checks

• MSCLKID: pulled out of saved URLs, hyphens and { } removed from GUID-style values, and anything that isn't 32 hex characters flagged.
• Values: currency signs and thousands separators removed, rounded to Microsoft's limit of 3 decimals, and negative values stopped.
• Currency: checked against Microsoft's list of goal revenue currencies.
• Email: trimmed, lowercased, accents and spaces removed, the “+” tag and dots before the @ removed, then SHA-256 hashed — the steps on Microsoft's enhanced conversions page.
• Phone: converted to E.164 (like +14255551234) and hashed.

How to import offline conversions into Microsoft Ads

1. Create the goal first. Go to Conversions › Conversion goals, create a goal and choose Offline conversions. Its name is the Conversion Name in your file. Wait 2 hours before the first upload.
2. Check auto-tagging. Microsoft turns on Microsoft Click ID auto-tagging when you create your first offline goal. Make sure your site saves the msclkid from the landing page URL into the lead record.
3. Upload. Go to Conversions › Offline conversions, open the Uploads tab and click + Upload. Browse to the CSV and choose Upload and preview.
4. Review and apply. Read the results and download the errors if there are any, then click Apply changes.
5. Upload often. Microsoft recommends daily uploads so automated bidding gets fresh data. For regular imports, publish the file from a link and use a scheduled import.

Why Microsoft Ads (Bing) offline conversion uploads get rejected

“Uploaded successfully”, but conversions are missing

Microsoft notes that click IDs that are too old or from another account still pass the upload because their format is valid. Check that the clicks are under 90 days old and belong to the account you uploaded to.

The conversion name doesn't match a goal

The Conversion Name must match an existing offline conversion goal exactly, and goal names can't be reused. The results chart lists every name in your file so you can spot variants.

Unhashed email or phone detected

Microsoft returns an error when an offline file contains plain emails or phones. The builder always hashes them. If you hash in your own system, follow the same normalization first, or the hashes won't match.

Rows without a Microsoft Click ID are rejected

For a regular offline goal, every row needs a Click ID. Rows with only a hashed email or phone count only for an enhanced conversion goal — the builder tells you how many rows rely on that.

Conversion time before the click

The conversion must be after the click. A wrong time zone is the usual cause, so check the time zone option against your CRM's settings.

Very large files

Microsoft's help page states a 100,000-row limit for adjustment uploads. Keeping import files under that size is the safe choice, and daily uploads keep each file small anyway.