Tracking Bing Campaign Keywords in Google Analytics

Why add Google Campaign Parameters to Bing Ads?

There are two important reasons to add Google Analytics campaign parameters to your Bing ad campaigns. Adding campaign parameters allows Google Analytics to attribute traffic from your Bing paid search ads to a specific campaign. Without parameters, traffic from your Bing campaigns is simply aggregated with organic traffic. Secondly, adding campaign parameters allows you track the performance your campaign keywords within Google Analytics.

Modifying the Destination URL

A destination url is the landing page url for a campaign that may or may not be identical to the display url (the url that is displayed in the ad). To modify a destination url in Bing ads, click on ‘ads’ and then the name of the ad. The Destination URL appears directly under the Display URL:


We can append a number of parameters to the destination url. Note that if you decide to append a query string, the utm_source and utm_medium are required and Google recommends using the utm_campaign parameter. In this example the query string is appended to the sample destination url “”:{QueryString}

The following parameters are available:

  • utm_source: Used to identify the traffic source (in the example above the source is ‘bing’)
  • utm_medium: Used to identify the medium such as ‘cpc’
  • utm_campaign: In the above example I named the campaign ‘testing”
  • utm_content: Used mostly for testing different versions of an ad that link to the same landing page
  • utm_term: This parameter can specify a variable or a literal keyword such as “red_running_shoes”. In the example above I’ve used a variable ‘QueryString’ that passes along the actual search query that triggered the ad shown. You can also use ‘OrderItemId’ which will pass along the keyword that you bid on that matched the user’s query

Note the format. The query string is a appended using a ‘?’ sign and the individual parameters are appended using a ‘&’ sign.

Viewing Bing Campaign Keywords in GA

Under ‘All Traffic ‘in Google Analytics you should now see the traffic data for your campaign specified as bing / cpc (source / medium). You should also see the name of your campaign when you click on Campaigns. To drill down to the search queries, select Secondary Dimension and then under Traffic Sources, select Keyword.