Microsoft Ads (Bing Ads) Integration and Attribution

Integrating your Microsoft Ads (previously known as Bing Ads) account with Usermaven allows you to accurately track ad performance and improve your return on ad spend (ROAS).

By connecting Microsoft Ads, you can:

• Track Key Metrics: View ad spend, clicks, impressions, conversions, and more across campaigns, ad groups, and ads within Usermaven.

• Measure Ad Performance: Identify which campaigns and ads are delivering the highest engagement and conversions.

• Achieve Accurate Attribution: Attribute conversions to the right campaigns, ad groups, and ads using UTM parameters and Microsoft’s tracking templates.

To ensure precise attribution, it’s essential to include tracking parameters like ad_id and other UTM parameters in your ad URLs. Usermaven uses these to associate user activity and conversions with specific ads.

By following the steps below, you’ll gain clear insight into how Microsoft Ads drive growth and conversions for your business.

1. Connecting Microsoft Ads with Usermaven

Step 1: Navigate to workspace settings

Log in to your Usermaven account and select the workspace where you want to connect your Microsoft Ads account. Then, go to:

Workspace Settings > Integrations

Step 2: Find and connect Microsoft Ads

Locate the Microsoft Ads integration card and click Connect Microsoft Ads.

You’ll be redirected to the Microsoft login page. Make sure you’re signed into a Microsoft account with admin-level access to the ad account.

Approve the requested permissions and click Continue.

Step 3: Select relevant accounts

Choose only the Ad Account(s) that are actively sending traffic to the website(s) tracked within this Usermaven workspace.
If you have multiple workspaces, repeat this step for each one.

Step 4: Confirm and begin sync

Once connected, Usermaven will begin syncing your Microsoft Ads data.
Check the integration status — once it displays Synced, your data import is active and will update continuously.

2. UTM and URL parameters for attribution

Why the Ad ID is critical

For Usermaven to accurately attribute conversions, you must include the Ad ID (ad_id={AdId}) in your URL parameters.

The Ad ID acts as a unique identifier that connects user behavior (like conversions) directly to the specific ad.

Without this, Usermaven cannot attribute conversions correctly, making performance analysis less effective.

In addition to ad_id, we recommend standard UTM parameters for full attribution flexibility across Usermaven tools like Web Analytics, Funnels, Journeys, and Attribution.

UTM template for Microsoft Ads

Usermaven requires the following UTM tracking parameters for attribution reporting. You can also extend this by adding any other custom parameters, just separate them with &.

{lpurl}?utm_source=bing&utm_medium=ppc&utm_campaign={Campaign}&utm_content={AdGroup}&utm_term={QueryString}&ad_id={AdId}&um_cl={msclkid}

Here’s a brief description of these parameters.

Note: Ad ID is mandatory for Usermaven’s attribution. If your URL already contains UTMs, simply add the new parameters using &.

Setting up Account-Level UTM tracking template

The easiest way to apply these parameters is at the account level, ensuring all ads inherit them by default.

1. Log into Microsoft Ads.
2. Go to Campaigns > Settings > Account level options.
3. Paste your UTM template in the Tracking Template field.

{lpurl}?utm_source=bing&utm_medium=ppc&utm_campaign={Campaign}&utm_content={AdGroup}&utm_term={QueryString}&ad_id={AdId}&um_cl={msclkid}

Understanding tracking template priority

Microsoft Ads allows templates at multiple levels:

Account < Campaign < Ad Group < Ad

Lower-level templates override higher-level ones. For full coverage:

• Set the UTM template at the account level
• Only override it at lower levels for specific tracking needs

By integrating Microsoft Ads properly and using the recommended UTM setup, you can unlock deeper insights and optimize your marketing spend with confidence.