Microsoft Ads UTM Tracking

How to set up UTM tracking for Microsoft Ads in Vendo.

Last reviewed September 15, 2026

Vendo extracts UTM parameters from your Microsoft Ads tracking templates and custom parameters. This helps 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:

Ad-level tracking template (highest priority)
Ad Group-level tracking template
Campaign-level tracking template (lowest priority)

Vendo puts the custom parameters from each level into the tracking template.

Setup

Account-Level Template

In Microsoft Ads, go to Account Settings. 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:

Variable	Description	Example
`{keyword}`	Matched keyword	nike shoes
`{campaignid}`	Campaign ID	12289390737
`{adgroupid}`	Ad group ID	12856939073
`{device}`	Device type	Computers, Mobile, Tablets
`{matchtype}`	Keyword match type	b (broad), p (phrase), e (exact)
`{msclkid}`	Microsoft Click ID	Auto-appended

Extracted Parameters

If the tracking template does not set a parameter, Vendo uses the fallback value.

Parameter	Source	Fallback
`utm_source`	URL parameter	`bing`
`utm_medium`	URL parameter	`cpc`
`utm_campaign`	URL parameter	Campaign name
`utm_term`	URL parameter	Keyword
`utm_content`	URL parameter	Ad group name

Click ID Tracking

Microsoft Ads automatically adds the msclkid parameter to landing page URLs. Vendo uses this parameter 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-specific and ad-specific values.
URL-encode all custom parameter values.
Make sure that your website captures and stores the msclkid parameter.

Verify Setup

Click a test ad.
Make sure that the landing URL contains UTM parameters.
Make sure that UTM values show on events in your Destination or in Vendo.