What is the PRIMARY purpose of integrating Microsoft Ads with a CRM system?

The PRIMARY purpose of integrating Microsoft Ads with a CRM (Customer Relationship Management) system is to accurately attribute downstream conversions and revenue to specific ad campaigns, keywords, and ads, thereby enabling more informed optimization decisions based on a complete understanding of customer lifetime value and return on ad spend (ROAS). Standard conversion tracking in Microsoft Ads often only captures immediate actions like form submissions or initial purchases. Integrating with a CRM allows you to track what happens *afterthe initial conversion, such as whether a lead becomes a qualified opportunity, closes into a sale, and the long-term value of that customer. For example, a Microsoft Ads campaign might generate a lead, but that lead may not close into a sale for several months. By integrating with a CRM, you can track that sale back to the original ad campaign and keyword, providing a more accurate measure of its true performance. This allows for optimizing towards campaigns that generate the most valuable customers, not just the most leads or initial conversions.