Microsoft Ads UTM Tagging

Ruler supports Microsoft Advertising tracking through both Microsoft’s auto-tagging feature and UTM parameters.

When Microsoft Ads auto-tagging is enabled, Microsoft appends an msclkid parameter to landing page URLs. Ruler uses the presence of the msclkid parameter to identify Microsoft Ads traffic and attribute conversions correctly.

However, msclkid alone does not provide all of the campaign-level information required for detailed reporting. To report on campaign, ad group, keyword, and ad-level performance, Ruler requires additional UTM and Microsoft Ads tracking parameters.

For the best reporting experience, we recommend:

• Keeping Microsoft Ads auto-tagging enabled.
• Adding a tracking template at the account level to append the required UTM parameters.

Supported Parameters

Important

We recommend using standard UTM parameters and Microsoft Advertising dynamic parameters only. Using unsupported parameter names or values may result in incorrect attribution or limit reporting capabilities within Ruler.

Configure Microsoft Ads Tracking

We recommend configuring your tracking template at the account level. This ensures the same tracking rules are automatically applied across all campaigns, ad groups, and ads within the account.

In Microsoft Advertising:

1. Navigate to Campaigns.
2. Select Settings.
3. Open Account level options.
4. Add the tracking template below.

Paste the following into the Tracking Template field - Ensure you check all values are correct and reflective of what you wish to report:

{lpurl}?utm_source=bing&utm_medium=cpc&utm_campaign={Campaign}&utm_term={keyword:default}&campaign_id={CampaignId}&ad_group_id={AdGroupId}&ad_id={AdId}&keyword_id={TargetId}

Save your changes.

Enable Microsoft Auto-tagging

In your account settings, ensure Auto-tagging of Click ID is enabled.

This allows Microsoft Advertising to append the msclkid parameter, which Ruler uses for conversion attribution.

You do not need to enable Microsoft’s auto-tagging of UTM parameters, as the required UTM values are already being added through the tracking template above.

Test Your Tracking

After saving your tracking template, Use Microsoft Advertising's URL testing functionality to test a destination URL.

Because the tracking template has been configured at the account level, it will automatically apply across campaigns, ad groups, and ads unless overridden at a lower level.

Frequently Asked Questions

What if I already have UTM parameters?

If you already have Microsoft Ads UTM tracking configured, you do not need to replace your existing setup. Simply append Ruler's recommended ID parameters (campaign_id, ad_group_id, ad_id, and keyword_id) to your existing tracking template.

This allows Ruler to provide more detailed attribution and reporting while preserving your current UTM structure.

What happens if I don't update my UTM tagging?

Ruler can still attribute Microsoft Ads conversions when msclkid auto-tagging is enabled. However, without the recommended UTM and dynamic parameters, reporting will be limited.

You may see more "(not set)" values in reports and have reduced visibility into campaign, ad group, keyword, and ad-level performance.

If you need help configuring Microsoft Ads tracking or reviewing your existing URL tagging setup, contact the Ruler support team at [email protected].