FAQ: Upgraded URLs

FAQ: Upgraded URLs

Upgraded URLs separate your tracking information from the landing page URL making it easy to update and manage URL tracking. Here, find the answers to top questions people are asking.

Upgraded URLs separate your tracking information from the landing page URL, making it easy to update and manage URL tracking. Here, find the answers to top questions people are asking.

What are the new terms with Upgraded URLs?expando image

With upgraded URLs, we have several new terms that are important:

Name Description
Landing page URL The webpage where people end up after they click your ad. You have two choices: final URL or destination URL. The URL of this page is usually the same as your ad's final URL.
Final URL The upgraded version of the URL address of the page on your website that people reach when they click your ad from a desktop or laptop.
Destination URL The URL address of the page in your website that people reach when they click your ad.
Mobile URL The upgraded version of the URL address of the page in your website that people reach when they click your ad from a mobile device.
Tracking template The field where you will put tracking information. When an ad is clicked, this information will be added to your final URL to create your landing page URL. When you define this at the account, campaign or ad group level, it is called a shared tracking template because all ads, keywords and Sitelink Extensions will inherit the tracking parameters
URL parameters URL parameters that are defined by Bing Ads that you can add to your tracking templates. To learn how add to tracking template, see How do I create an account tracking template?
Custom parameters URL parameters that you can create yourself and add to your tracking templates. To learn how add to tracking template, see Can I use custom parameters?
What Bing Ads entities use tracking templates and custom parameters?expando image

While we recommend creating a shared tracking template at the account level, you can define tracking templates at the account, campaign, ad group, ad, keyword and Sitelink Extension levels.

When applying the tracking template or custom parameters, Bing Ads will use the tracking template defined at the lowest level. Here is the hierarchy from highest to lowest: Account > Campaign > Ad group > Ad > Keyword > Sitelink Extension. For example, if you have a tracking template defined at the Campaign and Ad level, the tracking template at the Ad level will be applied.

The following table summarizes the support for individual fields of Upgraded URLs in various Bing Ads entities.

Bing Ads entity Tracking template Custom parameters Final URL Mobile URL
Account Included
Campaign Included Included
Ad group Included Included
Ad Included Included Included Included
Keyword Included Included Included Included
Sitelink Extension Included Included Included Included
Will my ad statistics be reset if I upgrade my URLs?expando image

When you make updates to Bing Ads campaigns, we do not reset any performance stats. Bing Ads reuses the existing identifier ID for all entities.

Do I have to upgrade all my ads at the same time?expando image

No you do not. With Upgraded URLs, you will have the flexibility to use the different types of tracking based on your preference. To learn more see, What is URL tracking in Bing Ads? Our recommendation is to upgrade at the campaign level so that you can quickly make progress across your account. To learn how to upgrade, see What are Upgraded URLs and how do I upgrade?

Have the URL character limits changed?expando image

Destination URLs today have a character limit of 1024. By upgrading your URLs, you will be able to take advantage of increased URL limits.

Below are the following limits for URLs, custom parameters, tracking templates:

Field Character Limit
Destination URL 1024
Final URL 2048
Mobile URL 2048
Tracking template 2048
Custom parameter name 16, for example: {_coupon} is 6 chars long "coupon"
Custom parameter value 200
What happens if I do not upgrade?expando image

Bing Ads does not currently have a requirement to move to upgraded URLs. If this were to change, we will notify our customers and partners.

How do custom parameters work?expando image

To learn how custom parameters work with upgraded URLs, see Can I use custom parameters?

How do I use a landing page URL?expando image

Landing page URL is the webpage a user goes to when they click your ad. With Upgraded URLs, you now have two options for landing page URL:

  • Destination URL: The older way to define URLs where you can add the URL and URL parameters.
  • Final URL: The new way to define URLs, which allows you the define a separate mobile URL, tracking template and custom parameters.
How do I upgrade if I use a tool provider or agency?expando image

If you are using a third party tool provider or agency to aid in your campaign and URL management, check with them first to find out their plans for upgrading before planning your URL upgrades.

How are auto-tags applied to my Upgraded URLs?expando image

Auto-tagging appends the UTM tags at the end of the URL, after any URL parameters

How do I override my shared (account) tracking template?expando image

Tracking templates can be set at the account, campaign, ad group, ad, keyword and Sitelink Extension levels. When applying the tracking template, Bing Ads will use the tracking template defined at the lowest level.

How do I override a custom parameter?expando image

Custom parameters can be set at the campaign, ad group, text ad, keyword and Sitelink Extension levels. When applying the tracking template, Bing Ads will use the tracking template defined at the lowest level.

To learn how set up custom parameters at each level, see Can I use custom parameters?.

Example: Overriding a campaign-level custom parameter at the keyword level

Campaign: Sales has the following custom parameters:

  • {_promo} = april-sales
  • {_coupon} = 15OFF
  • {_market} = en-us

If you want to change the coupon amount from 15% off to 25% off for specific keywords, you should define a keyword-level customer parameter {_coupon}=25OFF so that it will be substituted at the time of impression instead of 15OFF.

Does Upgraded URLs impact quality score?expando image

If the landing page URL stays the same when you change from using destination URL to final URL, there will be no impact to quality score.

Can I use a tracking template with destination URL?expando image

No. You need to make sure that you select Final URL as your landing page if you want to use a tracking template. Tracking templates don't work with destination URL.

How does Upgraded URLs impact standard text ads and Expanded Text Ads?expando image

You can use Upgraded URLs (final URL + tracking template) with both standard text ads and Expanded Text Ads.

Type Destination URL tracking Upgraded URLs (final URL + tracking template)
Standard text ad Included Included
Expanded Text Ad Included

To learn more, see FAQ: Expanded Text Ads.

You have the flexibility to use the different types of ads and tracking in the same campaign. Here is the order of precedence (from highest to lowest) regardless of ad type (standard or Expanded Text Ad) or URL type (destination or final URL):

  • Keyword Final URL
  • Keyword Destination URL
  • Ad Final URL
  • Ad Destination URL
How do {param1}, {param2}, and {param3} work with Upgraded URLs?expando image

You can add {param1}, {param2}, and {param3} to both destination URLs and final URLs (Upgraded URLs).

Here is the order of which URL + {param} will display when your ad is served (from highest to lowest):

  • Keyword Final URL
  • Keyword Destination URL
  • Ad Final URL
    You can't use http://{param1}. In other words, in the Final URL box, “contoso.com/{param1}” is allowed, but just “{param1}” is not. {param1}, {param2}, and {param3} are also still allowed in ad titles and descriptions.
  • Ad Destination URL
    If this is set as {param1}, Bing Ads looks at the Keyword {param1} value when the ad is served.
Is there a difference between {Param 2} and {param2}? expando image

Yes. You can't have a space. {Param 2} with a space is invalid. Capitalization doesn’t impact the tags. It only matters when using a variation of {Keyword} or {KeyWord}. To learn more, see Dynamic text: Capitalization of the keyword placeholder.

Is there a difference between {BidMatchType} and {MatchType}? expando image

Yes these are two different URL parameters in Bing Ads, which is different than Google AdWords.

  • {MatchType} is the match type used to deliver an ad.
  • {BidMatchType} is the keyword bid match type.

To learn more, see What tracking or URL parameters can I use?

Can I have both destination URL and a final URL in my ad?expando image

No. You can't have both a destination URL and a final URL associated with your ad. If you are using Bing Ads Editor to upgrade your URLs, make sure you delete the URL in the destination URL column before you save the file. To learn more, see What are Upgraded URLs and how do I upgrade?

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