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MSCLKID (Microsoft Click ID)

MSCLKID is the click identifier appended by Microsoft Ads (Bing) to attribute sessions and conversions back to ads.

Updated 2026-01-24

Definition

MSCLKID is the click identifier appended by Microsoft Ads (Bing) to attribute sessions and conversions back to ads.

Example

A landing page URL includes -msclkid=... so the click can be tied to a conversion upload.

How to use it

  • Keep MSCLKID through redirects and analytics tracking.
  • Use UTMs as the human-readable layer; click IDs are the machine layer.
  • Store the ID only as long as needed for attribution and offline conversion matching.

Common mistakes

  • Stripping query parameters during redirects and losing attribution.
  • Relying only on click IDs without consistent UTMs for reporting.

Why this matters

This term matters because it affects how you interpret performance and make budget decisions. If you use inconsistent definitions or windows, ROAS/CPA can look "better" while profit gets worse.

Practical checklist

  • Write a 1-line definition for "MSCLKID (Microsoft Click ID)" that your team will use consistently.
  • Keep the time window consistent (weekly/monthly/quarterly) when comparing trends.
  • Segment results (channel/plan/cohort) before drawing big conclusions from blended averages.
  • Sanity-check with a related calculator from the same category on MetricKit.
  • Read the related guide (e.g., UTM + GA4 attribution: practical tracking for paid ads (without lying to yourself)) for context and common pitfalls.

Where to use this on MetricKit

Calculators

  • Target CPA from LTV Calculator: Translate LTV and contribution margin into a target CPA (and break-even CPA) for paid acquisition.
  • MER Calculator: Calculate MER (Marketing Efficiency Ratio / blended ROAS) and estimate break-even and target MER from margin assumptions.
  • Max CPC Calculator: Compute break-even and target CPC (and optional CPM) from CVR, AOV, and contribution margin assumptions.
  • Break-even CPM Calculator: Compute break-even and target CPM from CTR, CVR, AOV, and contribution margin assumptions.
  • Break-even CTR Calculator: Compute the CTR required to break even (and hit a target) given CPM, CVR, AOV, and contribution margin.

Guides