Connect Microsoft Ads

Connecting Microsoft Ads brings your Microsoft Advertising (Bing) spend into Klarvyn and sends conversions back as offline conversions.

In Klarvyn, go to Settings → Integrations → Microsoft Ads and click Connect Microsoft Ads account. Choose how you sign in to Microsoft Advertising — Sign in with a Microsoft account or Sign in with a Google account. Pick the one you actually use; the wrong one fails.
Turn on Sync for your accounts on the Accounts tab.
Add the tracking template. Copy it from Settings → URL parameters (or Link Builder → Paid ads → Microsoft Ads):
```
{lpurl}?kv_adid={AdId}&kv_ms_cid={CampaignId}&kv_ms_agid={AdGroupId}&kv_ms_kw={keyword}&kv_ms_mt={MatchType}&kv_ms_dev={Device}&kv_ms_kwid={TargetId}
```
Paste it into the account-level Tracking Template in Microsoft Advertising (Settings → Account level → Tracking template).
(For conversions) In Microsoft Advertising, create an Offline conversion goal. Then in Events & Audiences → Conversions, add Microsoft Ads to a conversion and pick that goal.

What it enables

Spend — daily, per campaign, ad group and ad. Import campaigns backfills up to 37 months.
Click attribution — Microsoft’s click id (msclkid) is captured automatically; the template adds campaign, ad group, ad, keyword, match type and device.
Conversions — sent as offline conversions, matched on msclkid, with value and currency from the event.
Audiences — sync audiences as customer lists (email).

The offline conversion goal must exist first — create it in Microsoft Advertising, and allow a couple of hours before the first upload. If you type a goal name, it must match exactly.
Conversions need a Microsoft click (msclkid); without one, the send is skipped.
Audiences need at least 300 people with an email and advertising consent.
Signed in with Google? Connected as may show “—” — that’s expected.
With several Microsoft Ads accounts in one workspace, conversions go to one of them — keep conversions on a single account to be safe.