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For most users, it does not affect the macros at all. Macro content is migrated automatically as a part of migrating all other page content. As an administrator, you need to manually migrate the custom user macros and math block template in the LaTeX Math settings. If you used the default values on server, no further action is necessary.

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Yes. To do so, you need to first make the macro key name in your instance compatible with the LaTeX Math macro key name. This can be done using a tool available on the Migration Settings tab in the Configure LaTex Math page. Read the Prepare non-LaTeX Math macros for migration to cloud article to learn more. Once the pages are ready to be migrated, you can use the Confluence Content Migration Assistant (CCMA) to complete the process.

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Some server features are not available on cloud, please see the following list to know more:

‘latex’ macro	Only math-mode macros are supported on cloud. Please use Math Block or Math Inline.
Editor helper features	Due to limitations on Confluence cloud, the editor does not automatically create LaTeX Math macros when typing or pasting latex syntax such as `\[ x \]`. You must typing `/` to create the macro manually or using the + button in the toolbar.

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Unfortunately, no. Server licenses are one-time purchases with optional maintenance, whereas cloud purchases are recurring subscriptions. As such, existing server app licenses cannot be transferred or credited to cloud. These are independent licenses that need to be paid for separately.

If you purchased your Confluence server license directly via the Atlassian Marketplace, you may contact Atlassian Support to see if you are eligible for a refund.