msclkid

msclkid - the Microsoft Click ID - is the parameter Microsoft Advertising appends to landing page URLs when auto-tagging is enabled, identifying an individual click on a Bing or Microsoft Audience Network ad. It is Microsoft's counterpart to Google's gclid: an opaque token in the query string, such as ?msclkid=abc123..., that Microsoft can later match back to the campaign, ad group, and keyword behind the click.

Its main use is conversion measurement. The UET tag reads msclkid to associate on-site conversions with clicks, and Microsoft Advertising's offline conversion import accepts msclkid the way Google's accepts gclid: upload a conversion with the identifier and a timestamp, and the platform credits the originating click - which then feeds automated bidding with real outcomes rather than form-fill counts.

Microsoft's ad traffic is smaller than Google's but often cheaper, and advertisers who run both networks need both identifiers captured with equal care. The failure mode is the familiar one: msclkid lives only on the landing page URL, so unless something saves it at arrival, the lead that eventually converts cannot be traced back to the click that paid for it.

SheetLink Forms treats msclkid as a first-class member of the capture set. The sl.js embed reads it from the URL along with gclid, wbraid, gbraid, fbclid, and the UTM parameters, persists it in localStorage across pages, and attaches it to each submission - so a Bing-originated lead lands in your sheet with its msclkid in a column, ready to export for a Microsoft Advertising offline conversion import.

Setup is identical to Google click IDs and is covered in the guide on capturing gclid in forms, with the full capture list in the docs.