Microsoft Ads tracking parameters
Microsoft Advertising uses ValueTrack-style placeholders (often PascalCase) in tracking templates. Prefer documented casing like {CampaignId} and {MatchType}.
Build or merge Microsoft stacks in the parameter builder, or start from a Microsoft recipe.
Example template
{lpurl}?utm_source=bing&utm_medium=cpc&utm_campaign={CampaignId}&utm_term={Keyword}&utm_content={AdId}- Many tokens are PascalCase ({CampaignId}, {MatchType}) — prefer documented casing.
- {msclkid} is the Microsoft click ID when auto-tagging is on.
Parameter reference
| Parameter | Returns | |
|---|---|---|
{keyword} |
Keyword that triggered ad | |
{QueryString} |
Actual search query | |
{MatchType} |
Serving match type: be, bp, e, p | |
{BidMatchType} |
Bid match type: bb (broad), bp (phrase), be (exact) | |
{Network} |
Network: o (owned Bing), s (syndicated), a (audience) | |
{Device} |
Device: m (mobile), t (tablet), c (computer) | |
{DeviceOs} |
OS of device | |
{Campaign} |
Campaign name | |
{AdGroup} |
Ad group name | |
{AdId} |
Ad ID | |
{CriterionId} |
Keyword ID | |
{OrderItemId} |
Campaign ID (legacy alias) | |
{CampaignId} |
Campaign ID | |
{Placement} |
Placement domain | |
{AdType} |
Ad format | |
{ifmobile:x} |
Returns x if mobile | |
{ifnotmobile:x} |
Returns x if not mobile | |
{ignore} |
Ignores tracking redirect | |
{msclkid} |
Microsoft auto-tag click ID |
How to install
- Open Microsoft Advertising → campaign or account tracking settings.
- Paste a template that starts with
{lpurl}?. - Confirm auto-tagging if you need
msclkidfor conversions.
Names vs IDs
Readable reports often use {Campaign} / {AdGroup} / {Keyword}. API joins prefer {CampaignId} / {AdId}. Pick one convention and keep it consistent.
FAQ
Is {OrderItemId} the campaign ID?
Historically yes in many Bing templates. Prefer {CampaignId} in new setups for clarity.
Do I need {msclkid} in the template?
Usually no — Microsoft can append it via auto-tagging. Include it only if your docs explicitly require it in the template string.
Need Google Ads stacks with ClickPatrol, Hyros or HubSpot? Browse recipes or build a template.