Tracking Bing Ads

Updated by Anton Lauritsen

Tracking Bing Ads

In order for us to properly track your Bing Ads, you need to allow for Auto-Tagging within your Bing Account. The latest instructions to do so from Microsoft are as follows:

You turn on auto-tagging at the account level, and then Microsoft Advertising automatically adds the UTM tags to the landing page URLs for text ads, keywords, Microsoft Shopping Campaigns, Image Extensions, and Sitelink Extensions.

  1. From the top menu, select Campaigns > Settings > Account level options.
  2. Next to the Account settings page title, click the edit icon 
  3. Next to Auto-tagging, select Add UTM tags to my landing page URLs.
  4. Choose to either:
    1. Replace all existing tags (this option will remove any UTM tags you already have).
    2. Keep the tags you already have and have Microsoft Advertising just add any that are missing (this option will simply add the tags below to your existing tags).
  5. Click Save.
Add Final URL suffix
  1. From the left menu, select Campaigns > Settings > Account level options.
  2. Add ad_id={AdId}&adgroup_id={AdGroupId}&campaign_id={CampaignId}&utm_term={Keyword}&match_type={MatchType} in Final URL suffix
  3. click Save
  4. Click Test > hover over Test complete to see if the url have correct information
Note: Some account level options will be overridden by campaign, ad group, or ad settings. For example, a tracking template set at the campaign level overrides the account level tracking template for that campaign. We suggest you delete all campaign, ad group, or ad level tracking template settings and only keep account level settings.
NB: If the tracking instructions above are not followed, attribution will be inaccurate and the Ad Account filter available in the performance reports will not work properly.
Available UTM tags

If auto-tagging is turned on, Microsoft Advertising automatically attaches the following UTM tags (parameters) to your landing page URL when it loads. The tags are added in the order shown below from top to bottom until the maximum length of the URL is reached.

Tag

Tells you

utm_source

The site that sent traffic to your page. Microsoft Advertising sets this to Microsoft.

utm_medium

Which channel was used. Microsoft Advertising sets this to cpc.

utm_campaign

Which campaign the keyword came from.

utm_content

Which ad group the keyword came from.

utm_term

Which keyword brought people to your website.For product ads, what Microsoft Shopping product group (Criterion ID) brought people to your ad.

Full documentation can be found here: https://help.ads.microsoft.com/#apex/ads/en/56762/2-500

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