Microsoft Ads UTM Builder

Microsoft Advertising (Bing Ads) uses dynamic parameters like {Campaign}, {AdGroup}, and {Keyword} that automatically populate with actual campaign data when users click your search ads. These work similarly to Google Ads ValueTrack parameters, ensuring accurate attribution from Bing search traffic in GA4 without manual tracking setup.

Microsoft Ads {Campaign} parameter inserts the actual campaign name (e.g., "Spring_Sale") rather than a numeric ID. While this is more readable in GA4 reports, be aware that renaming campaigns in Microsoft Ads will change your GA4 tracking data. For consistency across Google and Bing campaigns, some advertisers prefer using campaign naming conventions that include stable identifiers.

{MatchType} captures whether the keyword matched as exact (e), phrase (p), or broad (b). By passing this to utm_content or a custom parameter, you can analyze in GA4 which match types drive the best conversion rates and cost per acquisition. This helps optimize keyword bidding strategies and budget allocation between match types.

Microsoft Advertising automatically appends msclkid (Microsoft Click ID) for conversion tracking. Similar to gclid for Google Ads, mixing msclkid with manual utm_source/medium/campaign can cause channel grouping issues in GA4. Best practice: Use auto-tagging with msclkid for conversion tracking, and add manual UTM parameters only if you need more granular control over naming conventions.

For Bing search campaigns: utm_source=bing, utm_medium=cpc, utm_campaign={Campaign}, utm_content={AdGroup}_{AdId}, utm_term={Keyword}. This ensures GA4 classifies traffic as Paid Search and gives you full visibility into campaign, ad group, ad, and keyword performance—matching your Google Ads tracking structure for unified reporting.

Without dynamic parameters, you must manually create unique UTM tags for every Bing campaign, ad group, and keyword—duplicating the work you already do in Microsoft Ads. You'll lose keyword-level attribution in GA4, making it impossible to identify which search terms drive conversions from Bing traffic. Dynamic parameters automate this, ensuring complete search attribution data.