Importing Microsoft conversions to GA4 with UTMs

Why Microsoft Ads requires deliberate GA4 tagging#

Google Analytics 4 natively integrates with Google Ads via auto-tagging, but treats untagged Microsoft Advertising traffic as generic 'organic search' or unassigned referral traffic.

To ensure Microsoft campaigns appear cleanly under the Paid Search default channel grouping in GA4, accounts must enforce standardized UTM parameters as detailed in Microsoft URL Tracking Docs, 2026.

The standardized Microsoft UTM tracking template#

Apply this account-level tracking template to automate UTM appending across all search, shopping, and audience campaigns:

{lpurl}?utm_source=bing&utm_medium=cpc&utm_campaign={campaign}&utm_term={keyword}&utm_content={AdId}&msclkid={msclkid}

Aligning with GA4 default channel grouping rules#

GA4 assigns traffic to 'Paid Search' when utm_medium matches cpc or ppc and utm_source contains bing.

For the Microsoft Audience Network, set utm_medium=native to cleanly isolate display traffic in separate GA4 native reporting buckets as outlined in Microsoft ValueTrack API Specs, 2026.

Understanding conversion discrepancies between UET and GA4#

Microsoft UET reports conversions based on click date, while GA4 reports conversions on the date the event occurred. Furthermore, GA4 cross-channel data-driven models distribute credit across non-Microsoft touchpoints.

Consult our Microsoft Ads Hub for tracking planners and UTM validation tools.

UTM parameter reference dictionary#

The table below details standard ValueTrack parameters for Microsoft Advertising campaigns.

Frequently asked questions#