About Microsoft AD & SA360

Hello 下中健太,

Thank you for using our Microsoft Advertising Learn Q&A Platform! 

Based on my understanding of the translation, you want to learn more about your linkage with SA360. Please note that we currently provide support only in English on our Learn platform; however, we would be happy to connect you with our Japanese speaking support team. I hope the response and resources provided here are helpful to you. You are also welcome to reply to my private message if you need further assistance from my side.

When Microsoft Ads is linked to SA360 and the final URL suffix is auto-synced with a value like gclid={msclkid}&gclsrc=3p.ds&{_dsmrktparam}, you're seeing both msclkid and gclid appear in your Microsoft Ads parameters with the same value. This happens because the suffix explicitly maps gclid to the {msclkid} value-track parameter — so SA360 can use the Microsoft Click ID in its gclid slot for cross-engine tracking.

In most cases, this is expected and intended behavior for the SA360 integration, not an error:

• The {msclkid} parameter is Microsoft Advertising's unique click identifier (a GUID, always 32 characters long). It's the value Microsoft Advertising relies on for conversion tracking via UET.
• The gclsrc=3p.ds parameter explicitly signals that the gclid value originated from a third-party (Search Ads 360) source, which is how SA360 distinguishes a Microsoft click from an actual Google click.
• Because gclid is being populated with the {msclkid} value by design, the duplicate value is the mechanism SA360 uses to attribute Microsoft Advertising clicks within its own reporting framework.

While the duplicate value itself isn't inherently harmful, you should confirm the following so it doesn't cause tracking problems:

Microsoft conversion tracking still relies on msclkid — Ensure auto-tagging of the Microsoft Click ID and your UET tag are properly configured, since Microsoft Advertising attribution depends on msclkid, not gclid.

Parameter continuity through redirects — If your landing page goes through redirects, configure your web server to carry the query parameters (including msclkid) from the initial URL to the final URL. If redirects strip or alter these parameters, UET won't be able to associate the click with the session.

No value alteration by URL rewrite engines — If a URL rewrite engine on your server changes the msclkid value (e.g., changing the case or characters), UET won't be able to match the click. Configure your server to simply pass parameters through unchanged.

Length handling — The msclkid value is 32 characters. Confirm your logging, storage, and redirect systems can handle this length appended to the destination URL.

Manual edits won't sync from Microsoft side — Important note: if you manage your account through Search Ads 360, Microsoft Advertising won't import updates you make to custom parameters, tracking templates, and final URL suffixes. Any changes you want must be made directly in the appropriate field.

For further details, please see the following help material:

Using a final URL suffix

Parallel tracking gets customers to your landing page more quickly

Test your URL tracking

Our support teams are happy to discuss your account in more detail via phone, chat or email to provide review assistance, please see our support page (エキスパートに問い合わせる) to reach out! 

I hope the information provided here will at least partly answer your question.  If you have any additional questions please do not hesitate to reach out to our support. I have also sent you a private message asking for further details. You are more than welcome to respond to me so that I can begin the investigation on my end.

Kind regards, 

Vahid | Microsoft Advertising Support Specialist | 800-518-5689