Overview
Connect Microsoft Ads to Triple Whale to bring Microsoft Advertising performance data into your Triple Whale dashboards and reporting.
After the integration is connected, add Triple Whale's Microsoft Ads tracking parameters in Microsoft Ads. These parameters help the Triple Pixel identify which Microsoft Ads campaign, ad group, and ad drove a visitor to your store.
Important: The integration connection and the tracking template solve different parts of reporting. Connecting Microsoft Ads imports ad account data. Adding the tracking template helps Triple Whale attribute on-site visitor and order activity back to Microsoft Ads traffic.
Before you begin
Make sure you have:
Access to Data > Integrations in Triple Whale.
A Microsoft Advertising user with permission to authorize app access for the Microsoft Ads account you want to connect.
A permanent, company-owned email for the integration user.
The ability to sign in with that email as a Work or School account, not a Personal account.
Access in Microsoft Ads to edit Account level options and the Tracking template field.
The correct Microsoft Ads account selected if your login has access to multiple accounts.
Important: Use a stable email that belongs to the business, such as a shared integrations or marketing operations email. Avoid consultant emails, temporary emails, or individual employee emails. If the Microsoft Ads user is later removed, API access is lost and the Triple Whale integration can break.
Login type requirement: When Microsoft asks how you want to sign in, choose Work or School account. Do not choose Personal account. A company email can still fail if Microsoft treats it as a Personal account, while a Gmail address can work if it is set up as a Work or School account.
Permission note: Microsoft Advertising permissions vary by organization. If the connection fails, try the troubleshooting steps at the bottom of this article before opening a Support ticket.
Connect Microsoft Ads to Triple Whale
In Triple Whale, go to Data > Integrations.
Find Microsoft Ads.
Click Connect.
You will be redirected to Microsoft Ads.
Sign in with the permanent integration email for the business.
If Microsoft asks which account type to use, select Work or School account.
Confirm the user has access to the Microsoft Ads account you want to connect.
Once redirected to Triple Whale, toggle ON the Microsoft Ads account you want to activate the data flow for
Select Confirm to connect account selected
Add Triple Whale tracking parameters in Microsoft Ads
Triple Whale requires the following Microsoft Ads tracking template:
{lpurl}?tw_source=bing&tw_campaign={CampaignId}&utm_term={AdGroupId}&tw_adid={adid}To add it in Microsoft Ads:
Open Microsoft Ads.
Go to Campaigns.
Open Settings.
Open Account level options.
Find the Tracking template field.
Paste the Triple Whale tracking template.
Click Save.
If you already use a tracking template
If your existing Microsoft Ads tracking template already starts with {lpurl}?, append Triple Whale's required parameters to the end of the existing template using &.
Example:
{lpurl}?utm_source=bing&utm_medium=cpc&tw_source=bing&tw_campaign={CampaignId}&utm_term={AdGroupId}&tw_adid={adid}Important: Do not remove tracking parameters required by another analytics platform unless your team has approved the change. If your existing template already uses utm_term, confirm how your team wants to handle that value before replacing it, because Triple Whale uses utm_term={AdGroupId} for Microsoft Ads attribution.
Account-level vs. campaign-level tracking
Triple Whale recommends adding the Microsoft Ads tracking template at the account level so it can apply consistently across campaigns.
Microsoft Ads can also use tracking templates at more specific levels, including campaign, ad group, keyword, ad, and sitelink levels. More specific tracking templates can override the account-level template.
If Microsoft Ads traffic is not attributing correctly in Triple Whale, check whether campaign-level, ad group-level, or ad-level tracking templates are overriding the account-level template.
If your campaigns were imported from Google Ads
If you imported campaigns from Google Ads into Microsoft Ads, check the campaign and ad group settings for leftover Google tracking parameters.
Lingering Google Ads UTMs can prevent Microsoft Ads traffic from being identified correctly in Triple Whale.
Verify the setup
After connecting Microsoft Ads and saving the tracking template:
Confirm the Microsoft Ads integration is turned on in Data > Integrations.
Confirm the tracking template is saved in Microsoft Ads Account level options.
Check whether any campaign-level or ad group-level templates override the account-level template.
Confirm the saved tracking template includes Triple Whale's required parameters:
tw_source=bingtw_campaign={CampaignId}utm_term={AdGroupId}tw_adid={adid}
Where to view Microsoft Ads data in Triple Whale
After Microsoft Ads is connected, Microsoft Ads metrics will be available in Triple Whale reporting.
For metric definitions and calculation details, see the Data Dictionary.
Troubleshooting
I see an error when connecting Microsoft Ads
Connection errors are commonly caused by the active Microsoft login session, the Microsoft account type, or account permissions.
Try this first:
Open the Triple Whale connection flow in an incognito or private browser window.
Sign in with the permanent company-owned integration email.
If Microsoft asks which account type to use, choose Work or School account.
Confirm you are using a Microsoft Ads user connected to the correct ad account.
Accept the connection request.
If you are still blocked:
Confirm the email is set up as a Work or School account in Microsoft, not a Personal account.
Confirm the Microsoft Ads user has permission to authorize app access for the account.
Ask a Microsoft Ads admin to invite a stable company-owned user to the Microsoft Ads account.
Have that user try the Triple Whale connection flow.
Important: The email domain alone does not determine whether the login will work. A Gmail address can work if it is set up as a Work or School account. A company email can fail if Microsoft treats it as a Personal account.
If the issue continues, contact Triple Whale Support and include:
A screenshot of the error.
The Microsoft Ads account name or account ID you are trying to connect.
The email address used to connect.
Whether the email was used as a Work or School account or a Personal account.
Whether the connection was attempted in an incognito or private browser window.
The integration was working, then stopped
Check whether the Microsoft Ads user that authorized the connection was removed, deactivated, or changed.
If that user loses Microsoft Ads access, API access is lost and the Triple Whale integration can break. Reconnect Microsoft Ads using a permanent, company-owned email that can remain active even if individual team members leave or change roles.
Microsoft Ads data is connected, but attribution looks wrong
Check the tracking setup:
Confirm the account-level tracking template includes the required Triple Whale parameters.
Check whether campaign, ad group, keyword, ad, or sitelink tracking templates are overriding the account-level template.
If campaigns were imported from Google Ads, remove or update leftover Google Ads tracking parameters.
Confirm the landing page URL is not stripping query parameters before the visitor reaches your site.
Frequently asked questions
Do I need to add UTMs to each ad group?
No. If the Triple Whale tracking template is added at the account level and nothing more specific overrides it, you do not need to add it to each campaign or ad group.
Can I keep my existing UTMs?
Yes. Add Triple Whale's required parameters to your existing tracking template instead of replacing your full template.
Use & when adding Triple Whale parameters to a template that already includes ?.
Why does the tracking template use bing if the platform is called Microsoft Ads?
Triple Whale uses tw_source=bing for Microsoft Ads traffic identification. Keep this value exactly as shown in the required tracking template.
Related questions
How do I connect Microsoft Ads to Triple Whale?
What Microsoft Ads permissions do I need to connect the integration?
Which Microsoft login type should I use for the Microsoft Ads integration?
Why should I use a permanent company email for Microsoft Ads?
Why is my Microsoft Ads integration failing to connect?
Why did my Microsoft Ads integration stop working?
What tracking template should I use for Microsoft Ads?
Do campaign-level UTMs override account-level UTMs in Microsoft Ads?
Why is Microsoft Ads attribution missing or incorrect in Triple Whale?
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