Tracking templates and ValueTrack parameters
ValueTrack parameters dynamically inject campaign, keyword, and click data into destination URLs for third-party analytics and attribution systems.
How tracking templates structure destination URLs#
A tracking template combines your original landing page URL with custom query parameters, UTM tags, and dynamic ValueTrack tokens.
As documented in Microsoft Tracking Template Documentation, 2026, setting the template at the Account level automatically applies tracking across all active and future campaigns.
Core ValueTrack dynamic parameter dictionary#
Microsoft Advertising supports a comprehensive library of real-time ValueTrack tokens:
{lpurl}: The unencoded Final Landing Page URL (mandatory base token).{campaignid}/{campaign}: Unique campaign ID / name string.{keyword}: The bidding keyword that triggered the ad impression.{matchtype}: e (exact), p (phrase), or b (broad).{device}: m (mobile), t (tablet), or c (computer/desktop) as detailed in Microsoft ValueTrack API Guide, 2026.
Custom parameters (_custom_param) for specialized tracking#
Create custom parameters (e.g., {_tier}=enterprise) at the campaign or ad group level to pass internal CRM identifiers or margin tags to your tracking endpoints.
Always place {lpurl} at the start of your tracking template to preserve deep linking parameters.
Parallel tracking and page load speed#
Microsoft Advertising enforces parallel tracking, sending users directly to the landing page while tracking calls execute asynchronously in the background, eliminating redirect latency.
Explore our Microsoft Ads Hub for UTM tracking planners.
Master ValueTrack parameter reference guide#
The table below details standard ValueTrack tokens supported in Microsoft Advertising.
| Parameter Token | Value Injected at Click | Example Output |
|---|---|---|
| {lpurl} | Landing Page URL | https://example.com/demo |
| {keyword} | Matched bidding keyword | cloud+security+software |
| {matchtype} | Single letter match type | e (exact), p (phrase), b (broad) |
| {device} | Single letter device code | c (desktop), m (mobile), t (tablet) |
| {AdId} | Unique creative ad ID | 9812401928 |
Frequently asked questions#
What is the recommended account-level tracking template for Microsoft Ads?
A standard template is: {lpurl}?utm_source=bing&utm_medium=cpc&utm_campaign={campaign}&utm_term={keyword}&utm_content={AdId}&msclkid={msclkid}
Why is {lpurl} mandatory in Microsoft tracking templates?
{lpurl} represents your destination landing page; without it, the tracking template cannot construct the user's final navigation path.
Does Microsoft Advertising support Parallel Tracking?
Yes, Microsoft Advertising uses parallel tracking by default to load landing pages instantly while tracking pings execute in the background.
What is the difference between {keyword} and {QueryString}?
{keyword} inserts the keyword configured in your account, while {QueryString} inserts the actual search query entered by the user.
Where do I apply account-level tracking templates in Microsoft Ads?
Navigate to Tools > Account-Level Options > Tracking Template to apply tracking universally across all campaigns.
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