Microsoft Advertising (formerly Bing Ads, Microsoft adCenter and MSN adCenter) is a service that provides pay per click advertising on both the Bing and Yahoo! search engines. Visit Website ▸

Getting started

  1. Inside the admin panel go to Google BigQuery ▸ Data Sources page and click Add data source.
  2. Choose Microsoft Advertising from the list.
  3. Click Authenticate with Microsoft and go through the authentication flow.
  4. Select advertising account you would like to connect.
  5. Enable required reports.
  6. Click Save.

Available reports

SegmentStream allows to import the following reports from Microsoft Advertising.

Campaign performance

https://docs.microsoft.com/en-us/advertising/reporting-service/campaignperformancereportcolumn?view=bingads-13

Table name

microsoftAdsCampaignPerformance_{ACCOUNT_ID}_{YYYYMMDD}

Table schema

Field name Type Mode
AccountName STRING NULLABLE
AccountNumber STRING NULLABLE
AccountId INTEGER NULLABLE
TimePeriod DATETIME NULLABLE
CampaignName STRING NULLABLE
CampaignId INTEGER NULLABLE
AdGroupName STRING NULLABLE
AdGroupId INTEGER NULLABLE
Country STRING NULLABLE
State STRING NULLABLE
MetroArea STRING NULLABLE
City STRING NULLABLE
CurrencyCode STRING NULLABLE
AdDistribution STRING NULLABLE
Impressions INTEGER NULLABLE
Clicks INTEGER NULLABLE
Ctr FLOAT NULLABLE
AverageCpc FLOAT NULLABLE
Spend FLOAT NULLABLE
AveragePosition FLOAT NULLABLE
ProximityTargetLocation STRING NULLABLE
Radius FLOAT NULLABLE
Language STRING NULLABLE
BidMatchType STRING NULLABLE
DeliveredMatchType STRING NULLABLE
Network STRING NULLABLE
TopVsOther STRING NULLABLE
DeviceType STRING NULLABLE
DeviceOS STRING NULLABLE
Assists INTEGER NULLABLE
Conversions FLOAT NULLABLE
ConversionRate FLOAT NULLABLE
Revenue FLOAT NULLABLE
ReturnOnAdSpend FLOAT NULLABLE
CostPerConversion FLOAT NULLABLE
CostPerAssist FLOAT NULLABLE
RevenuePerConversion FLOAT NULLABLE
RevenuePerAssist FLOAT NULLABLE
LocationType STRING NULLABLE
MostSpecificLocation STRING NULLABLE
AccountStatus STRING NULLABLE
CampaignStatus STRING NULLABLE
AdGroupStatus STRING NULLABLE
County STRING NULLABLE
PostalCode STRING NULLABLE
LocationId INTEGER NULLABLE
BaseCampaignId STRING NULLABLE
AllConversions STRING NULLABLE
AllRevenue STRING NULLABLE
AllConversionRate STRING NULLABLE
AllCostPerConversion STRING NULLABLE
AllReturnOnAdSpend STRING NULLABLE
AllRevenuePerConversion STRING NULLABLE
ViewThroughConversions STRING NULLABLE

Ad group performance

https://docs.microsoft.com/en-us/advertising/reporting-service/adgroupperformancereportcolumn?view=bingads-13

Table name

microsoftAdsAdGroupPerformance_{ACCOUNT_ID}_{YYYYMMDD}

Table schema

Field name Type Mode
AccountName STRING NULLABLE
AccountNumber STRING NULLABLE
AccountId INTEGER NULLABLE
TimePeriod DATETIME NULLABLE
Status STRING NULLABLE
CampaignName STRING NULLABLE
CampaignId INTEGER NULLABLE
AdGroupName STRING NULLABLE
AdGroupId INTEGER NULLABLE
CurrencyCode STRING NULLABLE
AdDistribution STRING NULLABLE
Impressions INTEGER NULLABLE
Clicks INTEGER NULLABLE
Ctr FLOAT NULLABLE
AverageCpc FLOAT NULLABLE
Spend FLOAT NULLABLE
AveragePosition FLOAT NULLABLE
Conversions FLOAT NULLABLE
ConversionRate FLOAT NULLABLE
CostPerConversion FLOAT NULLABLE
DeviceType STRING NULLABLE
Language STRING NULLABLE
DeviceOS STRING NULLABLE
ImpressionSharePercent FLOAT NULLABLE
ImpressionLostToBudgetPercent FLOAT NULLABLE
ImpressionLostToRankAggPercent STRING NULLABLE
QualityScore FLOAT NULLABLE
ExpectedCtr FLOAT NULLABLE
AdRelevance FLOAT NULLABLE
LandingPageExperience FLOAT NULLABLE
HistoricalQualityScore STRING NULLABLE
HistoricalExpectedCtr STRING NULLABLE
HistoricalAdRelevance STRING NULLABLE
HistoricalLandingPageExperience STRING NULLABLE
PhoneImpressions INTEGER NULLABLE
PhoneCalls INTEGER NULLABLE
Ptr FLOAT NULLABLE
Network STRING NULLABLE
TopVsOther STRING NULLABLE
BidMatchType STRING NULLABLE
DeliveredMatchType STRING NULLABLE
Assists INTEGER NULLABLE
Revenue FLOAT NULLABLE
ReturnOnAdSpend FLOAT NULLABLE
CostPerAssist FLOAT NULLABLE
RevenuePerConversion FLOAT NULLABLE
RevenuePerAssist FLOAT NULLABLE
TrackingTemplate STRING NULLABLE
CustomParameters STRING NULLABLE
AccountStatus STRING NULLABLE
CampaignStatus STRING NULLABLE
AdGroupLabels STRING NULLABLE
ExactMatchImpressionSharePercent FLOAT NULLABLE
CustomerId STRING NULLABLE
CustomerName STRING NULLABLE
ClickSharePercent STRING NULLABLE
AbsoluteTopImpressionSharePercent STRING NULLABLE
FinalUrlSuffix STRING NULLABLE
CampaignType STRING NULLABLE
TopImpressionShareLostToRankPercent STRING NULLABLE
TopImpressionShareLostToBudgetPercent STRING NULLABLE
AbsoluteTopImpressionShareLostToRankPercent STRING NULLABLE
AbsoluteTopImpressionShareLostToBudgetPercent STRING NULLABLE
TopImpressionSharePercent STRING NULLABLE
AbsoluteTopImpressionRatePercent STRING NULLABLE
TopImpressionRatePercent STRING NULLABLE
BaseCampaignId STRING NULLABLE
AllConversions STRING NULLABLE
AllRevenue STRING NULLABLE
AllConversionRate STRING NULLABLE
AllCostPerConversion STRING NULLABLE
AllReturnOnAdSpend STRING NULLABLE
AllRevenuePerConversion STRING NULLABLE
ViewThroughConversions STRING NULLABLE

Ad performance

https://docs.microsoft.com/en-us/advertising/reporting-service/adperformancereportcolumn?view=bingads-13

Table name

microsoftAdsAdPerformance_{ACCOUNT_ID}_{YYYYMMDD}

Table schema

Field name Type Mode
AccountName STRING NULLABLE
AccountNumber STRING NULLABLE
AccountId INTEGER NULLABLE
TimePeriod DATETIME NULLABLE
CampaignName STRING NULLABLE
CampaignId INTEGER NULLABLE
AdGroupName STRING NULLABLE
AdId INTEGER NULLABLE
AdGroupId INTEGER NULLABLE
AdTitle STRING NULLABLE
AdDescription STRING NULLABLE
AdDescription2 STRING NULLABLE
AdType STRING NULLABLE
CurrencyCode STRING NULLABLE
AdDistribution STRING NULLABLE
Impressions INTEGER NULLABLE
Clicks INTEGER NULLABLE
Ctr FLOAT NULLABLE
AverageCpc FLOAT NULLABLE
Spend FLOAT NULLABLE
AveragePosition FLOAT NULLABLE
Conversions FLOAT NULLABLE
ConversionRate FLOAT NULLABLE
CostPerConversion FLOAT NULLABLE
DestinationUrl STRING NULLABLE
DeviceType STRING NULLABLE
Language STRING NULLABLE
DisplayUrl STRING NULLABLE
AdStatus STRING NULLABLE
Network STRING NULLABLE
TopVsOther STRING NULLABLE
BidMatchType STRING NULLABLE
DeliveredMatchType STRING NULLABLE
DeviceOS STRING NULLABLE
Assists INTEGER NULLABLE
Revenue FLOAT NULLABLE
ReturnOnAdSpend FLOAT NULLABLE
CostPerAssist FLOAT NULLABLE
RevenuePerConversion FLOAT NULLABLE
RevenuePerAssist FLOAT NULLABLE
TrackingTemplate STRING NULLABLE
CustomParameters STRING NULLABLE
FinalUrl STRING NULLABLE
FinalMobileUrl STRING NULLABLE
FinalAppUrl STRING NULLABLE
AccountStatus STRING NULLABLE
CampaignStatus STRING NULLABLE
AdGroupStatus STRING NULLABLE
TitlePart1 STRING NULLABLE
TitlePart2 STRING NULLABLE
TitlePart3 STRING NULLABLE
Headline STRING NULLABLE
LongHeadline STRING NULLABLE
BusinessName STRING NULLABLE
Path1 STRING NULLABLE
Path2 STRING NULLABLE
AdLabels STRING NULLABLE
CustomerId STRING NULLABLE
CustomerName STRING NULLABLE
CampaignType STRING NULLABLE
BaseCampaignId STRING NULLABLE
AllConversions STRING NULLABLE
AllRevenue STRING NULLABLE
AllConversionRate STRING NULLABLE
AllCostPerConversion STRING NULLABLE
AllReturnOnAdSpend STRING NULLABLE
AllRevenuePerConversion STRING NULLABLE
FinalUrlSuffix STRING NULLABLE
ViewThroughConversions STRING NULLABLE

Keyword performance

https://docs.microsoft.com/en-us/advertising/reporting-service/keywordperformancereportcolumn?view=bingads-13

Table name

microsoftAdsKeywordPerformance_{ACCOUNT_ID}_{YYYYMMDD}

Table schema

Field name Type Mode
AccountName STRING NULLABLE
AccountNumber STRING NULLABLE
AccountId INTEGER NULLABLE
TimePeriod DATETIME NULLABLE
CampaignName STRING NULLABLE
CampaignId INTEGER NULLABLE
AdGroupName STRING NULLABLE
AdGroupId INTEGER NULLABLE
Keyword STRING NULLABLE
KeywordId INTEGER NULLABLE
AdId INTEGER NULLABLE
AdType STRING NULLABLE
DestinationUrl STRING NULLABLE
CurrentMaxCpc FLOAT NULLABLE
CurrencyCode STRING NULLABLE
DeliveredMatchType STRING NULLABLE
AdDistribution STRING NULLABLE
Impressions INTEGER NULLABLE
Clicks INTEGER NULLABLE
Ctr FLOAT NULLABLE
AverageCpc FLOAT NULLABLE
Spend FLOAT NULLABLE
AveragePosition FLOAT NULLABLE
Conversions FLOAT NULLABLE
ConversionRate FLOAT NULLABLE
CostPerConversion FLOAT NULLABLE
BidMatchType STRING NULLABLE
DeviceType STRING NULLABLE
QualityScore FLOAT NULLABLE
ExpectedCtr FLOAT NULLABLE
AdRelevance FLOAT NULLABLE
LandingPageExperience FLOAT NULLABLE
Language STRING NULLABLE
HistoricalQualityScore STRING NULLABLE
HistoricalExpectedCtr STRING NULLABLE
HistoricalAdRelevance STRING NULLABLE
HistoricalLandingPageExperience STRING NULLABLE
QualityImpact FLOAT NULLABLE
CampaignStatus STRING NULLABLE
AccountStatus STRING NULLABLE
AdGroupStatus STRING NULLABLE
KeywordStatus STRING NULLABLE
Network STRING NULLABLE
TopVsOther STRING NULLABLE
DeviceOS STRING NULLABLE
Assists INTEGER NULLABLE
Revenue FLOAT NULLABLE
ReturnOnAdSpend FLOAT NULLABLE
CostPerAssist FLOAT NULLABLE
RevenuePerConversion FLOAT NULLABLE
RevenuePerAssist FLOAT NULLABLE
TrackingTemplate STRING NULLABLE
CustomParameters STRING NULLABLE
FinalUrl STRING NULLABLE
FinalMobileUrl STRING NULLABLE
FinalAppUrl STRING NULLABLE
BidStrategyType STRING NULLABLE
KeywordLabels STRING NULLABLE
Mainline1Bid FLOAT NULLABLE
MainlineBid FLOAT NULLABLE
FirstPageBid STRING NULLABLE
FinalUrlSuffix STRING NULLABLE
BaseCampaignId STRING NULLABLE
AllConversions STRING NULLABLE
AllRevenue STRING NULLABLE
AllConversionRate STRING NULLABLE
AllCostPerConversion STRING NULLABLE
AllReturnOnAdSpend STRING NULLABLE
AllRevenuePerConversion STRING NULLABLE
ViewThroughConversions STRING NULLABLE

Search query performance

https://docs.microsoft.com/en-us/advertising/reporting-service/searchqueryperformancereportcolumn?view=bingads-13

Table name

microsoftAdsSearchQueryPerformance_{ACCOUNT_ID}_{YYYYMMDD}

Table schema

Field name Type Mode
AccountName STRING NULLABLE
AccountNumber STRING NULLABLE
AccountId INTEGER NULLABLE
TimePeriod DATETIME NULLABLE
CampaignName STRING NULLABLE
CampaignId INTEGER NULLABLE
AdGroupName STRING NULLABLE
AdGroupId INTEGER NULLABLE
AdId INTEGER NULLABLE
AdType STRING NULLABLE
DestinationUrl STRING NULLABLE
BidMatchType STRING NULLABLE
DeliveredMatchType STRING NULLABLE
CampaignStatus STRING NULLABLE
AdStatus STRING NULLABLE
Impressions INTEGER NULLABLE
Clicks INTEGER NULLABLE
Ctr FLOAT NULLABLE
AverageCpc FLOAT NULLABLE
Spend FLOAT NULLABLE
AveragePosition FLOAT NULLABLE
SearchQuery STRING NULLABLE
Keyword STRING NULLABLE
AdGroupCriterionId INTEGER NULLABLE
Conversions FLOAT NULLABLE
ConversionRate FLOAT NULLABLE
CostPerConversion FLOAT NULLABLE
Language STRING NULLABLE
KeywordId INTEGER NULLABLE
Network STRING NULLABLE
TopVsOther STRING NULLABLE
DeviceType STRING NULLABLE
DeviceOS STRING NULLABLE
Assists INTEGER NULLABLE
Revenue FLOAT NULLABLE
ReturnOnAdSpend FLOAT NULLABLE
CostPerAssist FLOAT NULLABLE
RevenuePerConversion FLOAT NULLABLE
RevenuePerAssist FLOAT NULLABLE
AccountStatus STRING NULLABLE
AdGroupStatus STRING NULLABLE
KeywordStatus STRING NULLABLE
CampaignType STRING NULLABLE
CustomerId STRING NULLABLE
CustomerName STRING NULLABLE
AllConversions STRING NULLABLE
AllRevenue STRING NULLABLE
AllConversionRate STRING NULLABLE
AllCostPerConversion STRING NULLABLE
AllReturnOnAdSpend STRING NULLABLE
AllRevenuePerConversion STRING NULLABLE

Share of voice

https://docs.microsoft.com/en-us/advertising/reporting-service/shareofvoicereportcolumn?view=bingads-13

Table name

microsoftAdsShareOfVoice_{ACCOUNT_ID}_{YYYYMMDD}

Table schema

Field name Type Mode
AccountName STRING NULLABLE
TimePeriod DATETIME NULLABLE
CampaignName STRING NULLABLE
AdGroupName STRING NULLABLE
Keyword STRING NULLABLE
DeliveredMatchType STRING NULLABLE
BidMatchType STRING NULLABLE
Language STRING NULLABLE
AccountNumber STRING NULLABLE
AccountId INTEGER NULLABLE
KeywordId INTEGER NULLABLE
AdGroupId INTEGER NULLABLE
CampaignId INTEGER NULLABLE
Impressions INTEGER NULLABLE
Clicks INTEGER NULLABLE
Ctr FLOAT NULLABLE
AverageCpc FLOAT NULLABLE
Spend FLOAT NULLABLE
AveragePosition FLOAT NULLABLE
ImpressionSharePercent FLOAT NULLABLE
ImpressionLostToBudgetPercent FLOAT NULLABLE
ImpressionLostToRankAggPercent STRING NULLABLE
CurrentMaxCpc FLOAT NULLABLE
QualityScore FLOAT NULLABLE
ExpectedCtr FLOAT NULLABLE
AdRelevance FLOAT NULLABLE
LandingPageExperience FLOAT NULLABLE
Conversions FLOAT NULLABLE
ConversionRate FLOAT NULLABLE
CostPerConversion FLOAT NULLABLE
AdDistribution STRING NULLABLE
ClickSharePercent STRING NULLABLE
DeviceType STRING NULLABLE
Network STRING NULLABLE
AccountStatus STRING NULLABLE
CampaignStatus STRING NULLABLE
AdGroupStatus STRING NULLABLE
KeywordStatus STRING NULLABLE
BidStrategyType STRING NULLABLE
KeywordLabels STRING NULLABLE
ExactMatchImpressionSharePercent FLOAT NULLABLE
TopImpressionShareLostToRankPercent STRING NULLABLE
TopImpressionShareLostToBudgetPercent STRING NULLABLE
AbsoluteTopImpressionShareLostToRankPercent STRING NULLABLE
AbsoluteTopImpressionShareLostToBudgetPercent STRING NULLABLE
AbsoluteTopImpressionSharePercent STRING NULLABLE
TopImpressionSharePercent STRING NULLABLE
AbsoluteTopImpressionRatePercent STRING NULLABLE
TopImpressionRatePercent STRING NULLABLE
BaseCampaignId STRING NULLABLE
AllConversions STRING NULLABLE
AllConversionRate STRING NULLABLE
AllCostPerConversion STRING NULLABLE
ViewThroughConversions STRING NULLABLE

Audience performance

https://docs.microsoft.com/en-us/advertising/reporting-service/audienceperformancereportcolumn?view=bingads-13

Table name

microsoftAdsAudiencePerformance_{ACCOUNT_ID}_{YYYYMMDD}

Table schema

Field name Type Mode
AccountName STRING NULLABLE
AccountNumber STRING NULLABLE
AccountId INTEGER NULLABLE
TimePeriod DATETIME NULLABLE
CampaignName STRING NULLABLE
CampaignId INTEGER NULLABLE
AdGroupName STRING NULLABLE
AdGroupId INTEGER NULLABLE
AudienceId STRING NULLABLE
AudienceName STRING NULLABLE
AssociationStatus STRING NULLABLE
BidAdjustment STRING NULLABLE
TargetingSetting STRING NULLABLE
Impressions INTEGER NULLABLE
Clicks INTEGER NULLABLE
Ctr FLOAT NULLABLE
AverageCpc FLOAT NULLABLE
Spend FLOAT NULLABLE
AveragePosition FLOAT NULLABLE
Conversions FLOAT NULLABLE
ConversionRate FLOAT NULLABLE
CostPerConversion FLOAT NULLABLE
Revenue FLOAT NULLABLE
ReturnOnAdSpend FLOAT NULLABLE
RevenuePerConversion FLOAT NULLABLE
AccountStatus STRING NULLABLE
CampaignStatus STRING NULLABLE
AdGroupStatus STRING NULLABLE
AudienceType STRING NULLABLE
BaseCampaignId STRING NULLABLE
AllConversions STRING NULLABLE
AllRevenue STRING NULLABLE
AllConversionRate STRING NULLABLE
AllCostPerConversion STRING NULLABLE
AllReturnOnAdSpend STRING NULLABLE
AllRevenuePerConversion STRING NULLABLE
AssociationId STRING NULLABLE
AssociationLevel STRING NULLABLE
ViewThroughConversions STRING NULLABLE

Geographic performance

https://docs.microsoft.com/en-us/advertising/reporting-service/geographicperformancereportcolumn?view=bingads-13

Table name

microsoftAdsGeographicPerformance_{ACCOUNT_ID}_{YYYYMMDD}

Table schema

Field name Type Mode
AccountName STRING NULLABLE
AccountNumber STRING NULLABLE
AccountId INTEGER NULLABLE
TimePeriod DATETIME NULLABLE
CampaignName STRING NULLABLE
CampaignId INTEGER NULLABLE
AdGroupName STRING NULLABLE
AdGroupId INTEGER NULLABLE
Country STRING NULLABLE
State STRING NULLABLE
MetroArea STRING NULLABLE
City STRING NULLABLE
CurrencyCode STRING NULLABLE
AdDistribution STRING NULLABLE
Impressions INTEGER NULLABLE
Clicks INTEGER NULLABLE
Ctr FLOAT NULLABLE
AverageCpc FLOAT NULLABLE
Spend FLOAT NULLABLE
AveragePosition FLOAT NULLABLE
ProximityTargetLocation STRING NULLABLE
Radius FLOAT NULLABLE
Language STRING NULLABLE
BidMatchType STRING NULLABLE
DeliveredMatchType STRING NULLABLE
Network STRING NULLABLE
TopVsOther STRING NULLABLE
DeviceType STRING NULLABLE
DeviceOS STRING NULLABLE
Assists INTEGER NULLABLE
Conversions FLOAT NULLABLE
ConversionRate FLOAT NULLABLE
Revenue FLOAT NULLABLE
ReturnOnAdSpend FLOAT NULLABLE
CostPerConversion FLOAT NULLABLE
CostPerAssist FLOAT NULLABLE
RevenuePerConversion FLOAT NULLABLE
RevenuePerAssist FLOAT NULLABLE
LocationType STRING NULLABLE
MostSpecificLocation STRING NULLABLE
AccountStatus STRING NULLABLE
CampaignStatus STRING NULLABLE
AdGroupStatus STRING NULLABLE
County STRING NULLABLE
PostalCode STRING NULLABLE
LocationId INTEGER NULLABLE
BaseCampaignId STRING NULLABLE
AllConversions STRING NULLABLE
AllRevenue STRING NULLABLE
AllConversionRate STRING NULLABLE
AllCostPerConversion STRING NULLABLE
AllReturnOnAdSpend STRING NULLABLE
AllRevenuePerConversion STRING NULLABLE
ViewThroughConversions STRING NULLABLE

Age and gender audience

https://docs.microsoft.com/en-us/advertising/reporting-service/agegenderaudiencereportcolumn?view=bingads-13

Table name

microsoftAdsAgeGenderAudience_{ACCOUNT_ID}_{YYYYMMDD}

Table schema

Field name Type Mode
AccountName STRING NULLABLE
AccountNumber STRING NULLABLE
AccountId INTEGER NULLABLE
TimePeriod DATETIME NULLABLE
CampaignName STRING NULLABLE
CampaignId INTEGER NULLABLE
AdGroupName STRING NULLABLE
AdGroupId INTEGER NULLABLE
AdDistribution STRING NULLABLE
AgeGroup STRING NULLABLE
Gender STRING NULLABLE
Impressions INTEGER NULLABLE
Clicks INTEGER NULLABLE
Conversions FLOAT NULLABLE
Spend FLOAT NULLABLE
Revenue FLOAT NULLABLE
ExtendedCost STRING NULLABLE
Assists INTEGER NULLABLE
Language STRING NULLABLE
AccountStatus STRING NULLABLE
CampaignStatus STRING NULLABLE
AdGroupStatus STRING NULLABLE
BaseCampaignId STRING NULLABLE
AllConversions STRING NULLABLE
AllRevenue STRING NULLABLE
ViewThroughConversions STRING NULLABLE

Additional transformation settings

Besides default reports import, SegmentStream allows to apply additional transformations for the data and help prepare cost data reports grouped by UTM.

This might be very handy if you need to stitch cost data with website sessions or send cost data into Google Analytics.

To enable this transformation use “Import cost data grouped by UTM” setting. Once enabled, a new table with cost data grouped by UTM will appear in your data warehouse.

Table name

microsoftAdsCosts_{CUSTOMER_ID}_{YYYYMMDD}

Table schema

Field name Type Mode
date DATE NULLABLE
account STRING NULLABLE
utmSource STRING NULLABLE
utmMedium STRING NULLABLE
utmCampaign STRING NULLABLE
utmContent STRING NULLABLE
utmTerm STRING NULLABLE
cost FLOAT REQUIRED
clicks INTEGER NULLABLE
impressions INTEGER NULLABLE
currency STRING NULLABLE

Supported dynamic URL parameters

By default Microsoft Advertising allows to use a lot of dynamic URL tracking parameters to track campaigns.

SegmentStream supports the following parameters:

Name Description
{lpurl} The final URL. It will be escaped unless you put {lpurl} at the beginning of your tracking template. If {lpurl} isn’t at the beginning of your tracking template, it escapes the characters ?, =, “, #, \t, ‘ and [space].

Example
Final URL: http://example.com
Tracking template:
{lpurl}?matchtype={matchtype}
Landing page URL:
http://example.com?matchtype={matchtype}
{CampaignId} The ID of the campaign that triggered the ad.
{Campaign} The name of the campaign that triggered the ad.
{AdGroupId} The ID of the ad group that triggered the ad.
{AdGroup} The name of the ad group that triggered the ad.
{MatchType} The match type used to deliver an ad: "e" for exact, "p" for phrase, "b" for broad, "b" for expanded (Expanded match is treated as a broad match).
{BidMatchType} The keyword bid match type: "be" for bidded exact, "bp" for bidded phrase, "bb" for bidded broad.
{Network} The ad network type on which the ad was served: "o" for owned and operated (Bing, AOL, and Yahoo search results), "s" for syndicated (search partner site results), "a" for audience (Microsoft Audience Network placements).
{Device} One of the following codes depending on where the click came from: "m" for mobile device, "t" for tablet device, "c" for desktop or laptop computer.
{AdId} The numeric ID of the displayed ad.
{keyword} The keyword that matched the user’s search term.

If you use some of the unsupported parameters in UTM-tags you’ll see the parameter names instead of their values, for example: {OrderItemId} instead of 1234567890.

In order to keep matching visits and ad expenses in the cost analysis reports, move the unsupported parameters from UTM-tags to additional custom GET-parameters and collect them to custom dimensions in Google Analytics:

  • Cost data will be available only for UTM-tags values.
  • Session data will be available for unsupported parameters (through custom dimensions) and UTM-tags values.

This document was last updated on September 18, 2020. If you notice any gaps, outdated information or simply want to leave some feedback to help us improve our documentation, please let us know!