What is URL tracking in Bing Ads?

What is URL tracking in Bing Ads?

Find out how visitors got to your website using tracking parameters and a third-party tracking tool. There are four different ways to set up tracking in Bing Ads.

URL tracking allows you to find out how people got to your website by adding tracking parameters in Bing Ads and then using a third-party tracking tool or service to analyze the data. When an ad is served, the tracking parameters are dynamically appended to your landing page URL. This landing page URL is recorded on your web server and then a third-party tracking tool, like Adobe or Google Analytics, can interpret the data.

There are 4 ways to set up URL tracking in Bing Ads:

  1. Auto-tagging: You select the auto-tagging checkbox and then 5 UTM tags will be added to the landing page URLs of your text ads, keywords, Bing Shopping Campaigns, Image Extensions, and Sitelink Extensions. To learn more, see How to set up auto-tagging?
  2. Destination URL tracking: You manually add URL parameters to your destination URLs. With this option, your ad needs to go through editorial review each time you update a parameter. To learn more, see How do I set up destination URL tracking?
  3. Tracking template: You select final URL as your landing page (instead of destination URL) and then add URL parameters to the tracking template. We recommend that you add the tracking template at the account level and then it will be applied to all URLs (ads, keywords, Sitelink Extensions). To learn more, see How do I create an account tracking template?.
  4. Custom parameters: You select Final URL as your landing page (instead of destination URL), define custom parameters to track a specific data point, and then add the custom parameter to the tracking template. To learn more, see Can I use custom parameters?

In your account, you can mix and match which tracking parameters you want to use. Here is how URL tracking options work together when an ad is served:

  • Bing Ads passes parameters from the lowest level tracking template or destination URL.
  • Auto-tagging appends the UTM tags at the end of the URL, after any URL parameters.

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