Click-tracking formats for Microsoft Advertising

Last update: 2023-09-29
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Following are the base tracking template and landing page suffix (final URL suffix) formats that Search, Social, & Commerce requires for Microsoft Advertising.

Tracking template formats

Search and audience networks (except for sitelinks)

The following format applies for all trackable ad types on search and audience networks.

http://pixel.everesttech.net/<advertiser_ID>/cq?ev_sid=10&ev_ln={keyword}&ev_ltx={_evltx}&ev_lx={TargetId}&ev_crx={AdId}&ev_mt={MatchType}&ev_dvc={device}&ev_phy={loc_physical_ms}&ev_loc={loc_interest_ms}&ev_cx={CampaignId}&ev_ax={AdGroupId}&ev_ex={adextensionid}&ev_efid={msclkid}:G:s&url={lpurl}

Example:

http://pixel.everesttech.net/1234/cq?ev_sid=10&ev_ln={keyword}&ev_ltx={_evltx}&ev_lx={TargetId}&ev_crx={AdId}&ev_mt={MatchType}&ev_dvc={device}&ev_phy={loc_physical_ms}&ev_loc={loc_interest_ms}&ev_cx={CampaignId}&ev_ax={AdGroupId}&ev_ex={adextensionid}&ev_efid={msclkid}:G:s&url={lpurl}

NOTE
  • <advertiser_ID> is a variable for the advertiser’s unique ID within Adobe Advertising.

  • This format indicates that token passing is enabled for the campaign (the default). If token passing is disabled, substitute cq? after <advertiser_ID> with c?.

  • {TargetId} represents the ID of a) either the keyword or b) the keyword and remarketing list (audience) that triggered the ad (for example, “kwd-123:aud-456” for both a keyword and a remarketing list or “kwd-123” for keyword only).

http://pixel.everesttech.net/<advertiser_ID>/cq?ev_sid=10&ev_ln={keyword}&ev_ltx={_evltx}&ev_lx={TargetId}&ev_crx={AdId}&ev_mt={MatchType}&ev_dvc={device}&ev_phy={loc_physical_ms}&ev_loc={loc_interest_ms}&ev_cx={CampaignId}&ev_ax={AdGroupId}&ev_ex={adextensionid}&ev_efid={msclkid}:G:s&url={lpurl}

Example:

http://pixel.everesttech.net/1234/cq?ev_sid=10&ev_ln={keyword}&ev_ltx={_evltx}&ev_lx={TargetId}&ev_crx={AdId}&ev_mt={MatchType}&ev_dvc={device}&ev_phy={loc_physical_ms}&ev_loc={loc_interest_ms}&ev_cx={CampaignId}&ev_ax={AdGroupId}&ev_ex={adextensionid}&ev_efid={msclkid}:G:s&url={lpurl}

NOTE
  • <advertiser_ID> is a variable for the advertiser’s unique ID within Adobe Advertising.

  • This format indicates that token passing is enabled for the campaign (the default). If token passing is disabled, substitute cq? after <advertiser_ID> with c?.

  • {TargetId} represents the ID of a) either the keyword or b) the keyword and remarketing list (audience) that triggered the ad (for example, “kwd-123:aud-456” for both a keyword and a remarketing list or “kwd-123” for keyword only).

  • {adextensionid} is unused.

  • (Sitelinks) You can see which conversions resulted from a click on a sitelink by generating a Transaction Report. The Link Type column value for a sitelink is sl:<Sitelink text>, such as sl:See Current Offers.

Shopping network

The following formats apply for shopping ads in shopping networks. You can specify a tracking template at the account, campaign, ad group, or product group level.

http://pixel.everesttech.net/<advertiser_ID>/cq?ev_sid=10&ev_crx={AdId}&ev_mt={MatchType}&ev_dvc={device}&ev_plx={ProductId}&ev_ptid={CriterionId}&ev_phy={loc_physical_ms}&ev_loc={loc_interest_ms}&ev_ex={feeditemid}&ev_efid={msclkid}:G:s&url={lpurl}

Example:

http://pixel.everesttech.net/1234/cq?ev_sid=10&ev_crx={AdId}&ev_mt={MatchType}&ev_dvc={device}&ev_plx={ProductId}&ev_ptid={CriterionId}&ev_phy={loc_physical_ms}&ev_loc={loc_interest_ms}&ev_ex={feeditemid}&ev_efid={msclkid}:G:s&url=http%3A//www.example.com

NOTE
  • <advertiser_ID> is a variable for the advertiser’s unique ID within Adobe Advertising.

  • This format indicates that token passing is enabled for the campaign (the default). If token passing is disabled, substitute cq? after <advertiser_ID> with c?.

  • {TargetId} represents the ID of a) either the keyword or b) the keyword and remarketing list (audience) that triggered the ad (for example, “kwd-123:aud-456” for both a keyword and a remarketing list or “kwd-123” for keyword only).

  • (Optional) Instead of entering tracking templates at the account, campaign, ad group, or product group level, you can add the tracking URL to the product data within the Microsoft Merchant Center account. To do so, include the tracking URL, together with the value in the “link” or “mobile_link” field, as appropriate, in a custom column “bingads_redirect” within the product feed. The value in the “bingads_redirect” field will replace the values in the “link” and “mobile_link” fields. URLs generated using this method don’t include any tracking parameters specified in the Search, Social, & Commerce account or campaign settings.

Landing page suffix (final URL suffix) formats

NOTE

Landing page suffixes at lower levels override the account-level suffix. For easier maintenance, use only the account-level suffix unless different tracking for individual account components is necessary. To configure a suffix at the ad group level or lower, use the ad network’s editor.

Search and audience networks

Accounts that use Adobe Advertising conversion tracking must include the ad network’s click identifier (msclkid for Microsoft Advertising) in the suffix:

  • When the advertiser has an Adobe Analytics integration, the suffix must include the following:

    ef_id={msclkid}:G:s&s_kwcid=AL!{userid}!{sid}!{AdId}!{OrderItemId}

  • When the advertiser doesn’t have an Adobe Analytics integration, the suffix must include the following:

    &ev_efid={msclkid}:G:s

Shopping network

Accounts that use Adobe Advertising conversion tracking must include the ad network’s click identifier (msclkid for Microsoft Advertising) in the suffix:

  • When the advertiser has an Adobe Analytics integration, the suffix must include the following:

    ef_id={msclkid}:G:s&s_kwcid=AL!{userid}!{sid}!{AdId}!{CriterionId}

  • When the advertiser doesn’t have an Adobe Analytics integration, the suffix must include the following:

    &ev_efid={msclkid}:G:s

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