How to Connect Bing Ads to Google Analytics

Running ads on Microsoft Advertising (formerly Bing Ads) without connecting them to Google Analytics is like flying a plane with only half the instruments. You know you're spending money and getting clicks, but you have no idea what those visitors do once they land on your website. This article breaks down how to connect a Microsoft Advertising account to Google Analytics so you can track your ad performance from click to conversion.

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Why Connect Microsoft Advertising to Google Analytics?

Before jumping into the how-to, it’s worth understanding why this is so important. When you link these platforms, you move beyond basic ad metrics (impressions, clicks, CTR) and get a complete picture of your return on ad spend (ROAS).

• See the Full Customer Journey: Track exactly what users who clicked your ads did on your site. Did they browse products? Did they fill out a contact form? Did they bounce immediately?
• Measure True ROI: By seeing which campaigns and keywords are actually driving conversions in Google Analytics, you can optimize your ads and focus on what works.
• Compare Side by Side: Google Analytics allows you to compare data and performance in one dashboard, giving you a holistic view of how well your ads are performing.

The Two Methods: Auto-Tagging vs. Manual Tagging

There are two primary ways to get your Microsoft Ads data into Google Analytics: using auto-tagging or manually adding UTM parameters to your URLs. For most people, auto-tagging is the recommended route because it's simpler and less prone to human error.

• Auto-tagging: Microsoft automatically adds a unique click identifier (called an "MSCLKID") to your ad URLs. Google Analytics then uses this ID to pull in detailed ad performance data.
• Manual UTM Parameters: If you prefer more control, you can manually add UTM parameters to your URLs. This involves creating custom URLs for each ad to track performance in Google Analytics.

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Method 1: Auto-Tagging

To turn on auto-tagging in your Microsoft Advertising account, follow these steps:

• Sign in to your Microsoft Advertising account.
• Click on the gear icon in the top right corner and select "Account Settings."
• Under the "Tracking" section, enable auto-tagging by checking the appropriate box.
• Save your changes.

Method 2: The Manual Method - Create Your Own UTM Parameters

If you prefer to create your own UTM parameters, here’s how you can set them up:

• Assign a UTM source (e.g., 'bing') to identify the origin of the traffic.
• Specify the UTM medium (e.g., 'cpc') to denote the type of ad campaign.
• Define the UTM campaign (e.g., 'spring_sale') to track specific promotions or advertisements.
• Add UTM content to differentiate ads (e.g., 'banner_ad').
• Use UTM term for paid search campaigns to specify keywords.

How to Build a Trackable URL With UTMs

Here's an example of building a trackable URL with UTM parameters:

• Start with the base URL: https://www.yourwebsite.com/landing_page
• Add your UTM parameters: ?utm_source=bing&utm_medium=cpc&utm_campaign=spring_sale&utm_content=banner_ad&utm_term=special_offer

Your final URL will look like this:

https://www.yourwebsite.com/landing_page?utm_source=bing&utm_medium=cpc&utm_campaign=spring_sale&utm_content=banner_ad&utm_term=special_offer

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Best Practices to Avoid Common Tagging Mistakes

• Keep Tagging Consistent: Always use the same naming conventions to ensure your data is easy to sort and analyze.
• Avoid Spaces in URLs: Use dashes or underscores instead of spaces in your URLs to avoid issues with data tracking.
• Regularly Audit Your Tags: Check your tracking tags regularly to ensure that they are working correctly and providing accurate data.

Final Thoughts

Linking your Microsoft Advertising and Google Analytics accounts is essential for anyone serious about understanding their customer's journey and maximizing their return on ad spend. With this connection, you gain valuable insights that can help you refine your advertising strategies and ultimately make better-informed marketing decisions.

To streamline ad management and data analysis, consider using a platform like Graphed, which can help you keep track of every detail with ease and improve your overall advertising efficiency.