Free UTM Builder for Microsoft Advertising (Bing) Ads
Microsoft Advertising has its own auto-tagging system built around msclkid, Microsoft's equivalent of Google's gclid, controlled by a separate account-level toggle from UTM tagging. Both can run at once, appending msclkid and your UTM parameters to the same destination URL.
Build a tagged Microsoft Ads link
https://mybrand.com/landing-page?utm_source=bing&utm_medium=cpc&utm_campaign=search_brand_q3&utm_content=expanded_text_ad
Supported ad formats: Search, Audience Ads, Shopping, Performance Max
Microsoft Advertising (Bing) Ads tracking gotchas to know before you launch
msclkid and UTM tagging are two separate account settings
Under Campaigns > Settings > Account level options, "Add Microsoft Click ID (MSCLKID) to URLs" and "Add UTM tags to my destination URLs" are independent toggles. Enable both if you want click-level Microsoft data and portable UTM data in the same URL.
Set tracking parameters at the account level for consistency
Microsoft explicitly recommends configuring tracking templates at the account level so every campaign, ad group, and keyword under that account follows the same UTM structure automatically, rather than tagging each one by hand.
Importing campaigns from Google Ads can carry over the wrong source
Microsoft Advertising's import tool copies Google Ads campaigns directly, including any hardcoded utm_source=google values. Audit imported campaigns and update the source to bing before they go live.
Microsoft Advertising (Bing) Ads UTM FAQ
What is msclkid and do I still need UTM parameters?
msclkid is Microsoft's own click identifier, similar to Google's gclid, and only feeds Microsoft's own conversion tracking. You still need UTM parameters if you want Microsoft Ads traffic to show up correctly in GA4 or any other analytics tool.
Where do I enable UTM auto-tagging in Microsoft Ads?
Under Campaigns > Settings > Account level options, look for "Add UTM tags to my destination URLs," a setting separate from the MSCLKID auto-tagging toggle.
What utm_source should Microsoft Advertising use?
bing is the standard convention, even though the platform is officially named Microsoft Advertising, since most analytics tools and existing reports already expect that value.
Do campaigns imported from Google Ads need their UTM tags fixed?
Yes. Microsoft's Google Ads import tool copies tracking templates as-is, so a campaign tagged utm_source=google will keep that value on Microsoft Advertising unless you manually update it to bing after import.
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