When auto-tagging of Microsoft Click ID (MSCLKID) is enabled, Microsoft Advertising will automatically add a unique click ID to the landing page URL. This click ID will be included in all subsequent UET events fired whenever the same customer visits your page, thereby allowing you to track the conversion from this customer on your site.
Auto-tagging of Microsoft Click ID makes sure that no conversion tracking falls through the cracks. The UET tag on your website reports user activity, including the Microsoft cookie, to Microsoft Advertising. In some cases, the Microsoft cookie can't be returned due to browser settings (for example, third-party cookie blocking) or browser type. If you don't have auto-tagging of Microsoft Click ID enabled, these conversions aren't tracked.
In order to ensure that both URL tracking and conversion tracking are accurate, it's important to review your URL options and enable auto-tagging of Microsoft Click ID (MSCLKID).