Microsoft Ads UTM Tracking

Vendo extracts UTM parameters from your Microsoft Ads tracking templates and custom parameters to help you attribute website traffic and conversions.

How It Works

Microsoft Ads supports tracking templates at multiple levels. Vendo resolves the template hierarchy and extracts UTM parameters:

1. Ad-level tracking template (highest priority)
2. Ad Group-level tracking template
3. Campaign-level tracking template (lowest priority)

Custom parameters defined at each level are substituted into the tracking template.

Setup

Account-Level Template

In Microsoft Ads, navigate to Account Settings and set a tracking template:

{lpurl}?utm_source=bing&utm_medium=cpc&utm_campaign={_campaign}&utm_content={_content}&utm_term={keyword}

Custom Parameters

Set custom parameter values at the campaign and ad levels:

• Campaign level: Set {_campaign} to your URL-encoded campaign name
• Ad level: Set {_content} to your URL-encoded ad title

Supported Variables

Microsoft Ads supports dynamic value track parameters:

Extracted Parameters

Click ID Tracking

Microsoft Ads automatically appends the msclkid parameter to landing page URLs. Vendo uses this to match conversions to ad clicks.

https://yoursite.com/product?msclkid=3bd2dffd8f9e11ec9f58fa163e7897b4

Best Practices

• Set tracking templates at the account level for consistent coverage
• Use custom parameters for campaign and ad-specific values
• URL-encode all custom parameter values
• Ensure your website captures and stores the msclkid parameter

Verify Setup

1. Click a test ad and confirm the landing URL contains UTM parameters
2. Confirm UTM values appear on events in your destination or Vendo