Click-tracking formats for Microsoft Advertising
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}
-
<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>
withc?
. -
{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).
Sitelinks
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}
-
<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>
withc?
. -
{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 assl: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
-
<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>
withc?
. -
{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
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