What this integration is about
Microsoft Ads uses Parallel Tracking as its default click-tracking method.
Ucliq fully supports this setup and allows you to track clicks and conversions without redirecting users through a tracking link.
This approach improves:
-
page load speed
-
user experience
-
campaign quality scores
How Parallel Tracking works (in simple terms)
When a user clicks your Microsoft Ads ad:
-
The user is sent directly to your landing page
-
At the same time, Microsoft Ads sends a background tracking request to Ucliq
-
Ucliq registers the click and stores the Microsoft click ID (
msclkid) -
When a conversion happens, your system sends a postback to Ucliq
Important:
-
The user never sees the Ucliq tracking link
-
There is no redirect chain
Why this matters for tracking accuracy
Because Microsoft Ads does not redirect traffic through the tracker:
-
Ucliq must receive the click server-side
-
The Microsoft click ID (
msclkid) becomes the key identifier -
Your landing page must pass this ID back during conversion
If msclkid is not passed correctly:
-
clicks may appear
-
conversions will not be attributed
What you need before setup
Before starting the technical setup, make sure you have:
-
an active Ucliq account
-
a Microsoft Ads campaign
-
a landing page that can:
-accept URL parameters
-store
msclkid-send server-to-server postbacks
Check this article to get started with setup.