Microsoft Advertising (Bing Ads)

Attribution app pulls campaign spend from Microsoft Advertising using the UTM auto-tagging provided by ad platform.

1. Make sure UTM auto-tagging is turned on

Attribution App requires Microsoft Advertising Auto-Tagging to be turned on (Preserve or Replace). You can find more information on auto-tagging here.

2. Connect Microsoft Advertising and follow instructions

Connect Microsoft Advertising to Attribution app by clicking the Settings icon in your Attribution app account in the top right corner. From there you can select Ad Integrations in the left hand panel. Next, you can click the button to Connect Microsoft Advertising. Follow instruction on the screen to complete the connection.

Attribution will create filters based on default Microsoft Advertising auto-tagging schema (see Available UTM tags). Attribution uses exactly 4 UTM parameters - utm_source, utm_medium, utm_campaign, utm_content.

Your ad landing URL should look like this:


Custom or manual UTM parameters

If you set UTM parameters manually or override using Account/Campaign-level templates in Microsoft Ads settings, Attribution will track the spend but campaigns might not capture any visits or conversions for these campaigns. In this case automatically created filters for Microsoft Advertising need to be edited manually to match your UTM schema.


Microsoft Click ID

Attribution also captures Microsoft Click ID (msclkid) however it's not used by Attribution for tracking or modeling because this parameter not possible to lookup using Microsoft Advertising API to figure out from which campaign visitor came to the website. The only way to properly track Microsoft Advertising campaigns is by using UTM parameters.