Overview
Microsoft Ads, previously known as Bing Ads, is an advertising platform that allows businesses to display ads on the Bing search engine, as well as Yahoo and AOL networks. It operates on a pay-per-click (PPC) model and offers detailed targeting options including demographic, geographic, and device-based targeting. Microsoft Ads also provides robust analytics and conversion tracking to help businesses optimize their ad performance.
Integrating Microsoft Ads with Triple Whale enhances the ability to track and analyze ad performance across multiple platforms. This integration provides a unified dashboard for monitoring ROI, improving budget allocation, and making data-driven decisions to optimize marketing strategies and maximize the effectiveness of advertising campaigns.
Get Connected
To set up your integrations, head to Settings > Integrations.
When you click Connect, you'll be redirected to Microsoft Ads. Make sure you're already logged into Microsoft Ads using an account that has admin privileges to the Microsoft Ads account you'd like to connect with Triple Whale, as well as Bing Ads API access. Click Accept to approve the connection.
Once you are redirected back to Triple Whale, flip the switch to activate the flow of data from Microsoft Ads to Triple Whale.
UTM Setup
A Tracking Parameter is a snippet of code that you can add to the end of a URL to track the performance of campaigns and content. By using Triple Whale's custom Tracking Parameters in your Ads Manager accounts and marketing content, each visitor will be informing our Pixel exactly which ad they just clicked on before arriving at your store.
To learn more about Pixel tracking & attribution, visit: How the Triple Pixel Works
REQUIRED TRACKING PARAMETERS:
{lpurl}?tw_source=bing&tw_campaign={CampaignId}&utm_term={AdGroupId}&tw_adid={adid}To add these UTMs to your Microsoft Ads Account Settings, head to Campaigns > Settings > Account level options. Paste the UTMs into the Tracking template field as seen in the screenshot below. Click Save.
Account-Level vs Campaign-Level Tracking
Campaign-level tracking parameters will override account-level tracking settings. If there are still UTM parameters on the campaign level that contradict those on the account level, Microsoft will defer to those on the campaign level.
Data Library
Once you've connected your Microsoft Ads account, you will be able to access a rich collection of metrics and pre-built dashboards across Triple Whale. Unlock new insights and optimize your paid strategy using the Pixel Microsoft Ads dashboard:
Looking for a specific metric? Explore the full range of metrics, populate new dashboards, and build custom metrics from our Metrics Library:
Frequently Asked Questions
1. Do I need to add UTMs on each individual ad group?
Since UTMs are configured in your Microsoft Ads Account level options as a template, you do not need to input UTMs on individual campaigns or ad groups.
2. What if I'm already using different UTMs in my Tracking template?
If you're currently using your own UTMs (such as for tracking with Google Analytics), simply add our tracking parameters to the end of your string, beginning with an &. It will end up looking something like:
{lpurl}?utm_source=bing&tw_source=bing&tw_campaign={CampaignId}&utm_term={AdGroupId}&tw_adid={adid}
3. I'm having trouble connecting my account. Why is this happening?
Most Microsoft Ads accounts are set up as "work accounts". If an error occurs in connecting your Microsoft account, please attempt a reconnection by choosing "personal account" when prompted by Microsoft. You can turn off the Microsoft Ads requirement to sign-in with a work account within Settings > User Management.
