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Getting started

1

Navigate to Data Sources

Inside the admin panel navigate to the Data Sources page and click + NEW on the top right corner.
2

Select Microsoft Advertising

Choose Microsoft Advertising from the list.
3

Authenticate

Click Authenticate with Microsoft and go through the authentication flow.
4

Select account

Select the advertising account you would like to connect.
5

Save

Click Save.

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UTM tagging best practices

Adding a utm_id parameter to your ads URLs will guarantee improved stitching quality of costs to sessions without altering the rest of your existing UTM tags.
1

Open account-level options

In the left side menu, select Campaigns > Settings > Account level options.
2

Add the utm_id parameter

Add utm_id={CampaignId}_{AdGroupId}_{AdId} in the Final URL suffix field.
3

Test

Click Test to check if the URL contains the utm_id parameter.
4

Save

Click Save.
Once the utm_id parameter is implemented, sessions will be stitched with costs at the ad level. The Campaign, Ad Group, and Ad Name dimensions of the SegmentStream reports will display the Microsoft Advertising campaign name, ad group name, and ad name, respectively.

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Supported dynamic URL parameters

By default Microsoft Advertising allows the use of dynamic URL tracking parameters to track campaigns. SegmentStream supports the following parameters:
NameDescription
{lpurl}The final URL. It will be escaped unless you put {lpurl} at the beginning of your tracking template.
{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. Expanded match is treated as 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: o for owned and operated (Bing, AOL, Yahoo), s for syndicated (search partner), a for audience (Microsoft Audience Network).
{Device}The device type: m for mobile, t for tablet, c for desktop or laptop.
{AdId}The numeric ID of the displayed ad.
{keyword}The keyword that matched the user’s search term.
If you use unsupported parameters in UTM tags, you will see the parameter names in SegmentStream reports instead of their values (for example, {OrderItemId} instead of 1234567890). For better stitching quality, move unsupported parameters from UTM tags to additional custom GET parameters.