Microsoft Ads Reference

Destination Info

• Supports Track calls

• Supports HIPAA mode

• Supports forwarding from the Google Tag Manager Integration

• Refer to this destination as Bing Ads in the Integrations object

  • If you've configured multiple Tag IDs, you can choose a specific one by suffixing the Tag ID, such as: Bing Ads::1234123456. You can retrieve this value from the Bing Ads configuration page for the Tag ID of interest.

• Connection Modes:

	Client-side	Server-side (Proxy)
Web
Mobile
Server

When using Server-Side connection mode you are using a Proxy Integration for Microsoft Ads. This destination runs on Freshpaint's servers, but emulates a native installation of the Microsift Ads Tag. That means the integration behaves the same as if you did a native installation of Microsoft Ads, but the data first flows through Freshpaint before it's sent to Bing. See our docs on proxy integrations for more information.

This is a reference document for the Microsift Ads destination. For information on how to set up this integration, see the Quick Start guide.

Page Load Events

Note that the freshpaint.page() function will not send an event to the server side Bing destination. You must either use the autotrack page view event, or you may disable the autotrack page view event and generate a custom page_view event. Please see Multi-Config Reference for more information.

Freshpaint automatically sends a Page Load event to Bing Ads when a user loads any page on your website where the Freshpaint Autotrack snippet is present.

Freshpaint always provides the following parameters to Bing Ads for page load events:

Microsoft Ads Parameter	Description
ti	Tag ID. This is the UET Tag ID you configured for the Bing Ads destination.
evt	This will be pageLoad
ea	Event Action. This will be "track", unless an action is specified as part of a Custom conversion
el	Event Label. This will be the name of the Freshpaint event.
lg	This will be en-us
msclkid	msclkid (Microsoft Click ID) is generated at ad click time and appended to the landing page URL. Freshpaint will automatically capture msclkid for events from your website. If you wish, you may provide $msclkid as an event property to override the automatically captured value. If using HIPAA Mode, this is a Recommended Allow List property. If $msclkidisn't available, this is set to 'N'
p	The Page URL is always set to /, to avoid sending PHI to Bing
r	The Referrer is always set to /, to avoid sending PHI to Bing
mid	The UET Instance / Page ID is set to a unique hashed value
sid	The Session ID is set to a unique hashed value
vid	The Anonymous User ID is set to a unique hashed value

Track Events

When you send an event to Bing Ads, you can track conversions from your ad campaigns based on those events.

Freshpaint always provides the following parameters to Bing Ads for track events:

Microsoft Ads Parameter	Description
ti	Tag ID. This is the UET Tag ID you configured for the Bing Ads destination.
evt	This will be custom
ea	Event Action. This will be "track", unless the action property is specified as part of a Custom conversion
el	Event Label. This will be the name of the Freshpaint event.
msclkid	msclkid (Microsoft Click ID) is generated at ad click time and appended to the landing page URL. Freshpaint will automatically capture msclkid for events from your website. If you wish, you may provide $msclkid as an event property to override the automatically captured value. If using HIPAA Mode, this is a Recommended Allow List property. If $msclkidisn't available, this is set to 'N'
mid	The UET Instance / Page ID is set to a unique hashed value
sid	The Session ID is set to a unique hashed value
vid	The Anonymous User ID is set to a unique hashed value

See the Microsoft Ads reference documentation of all the parameters their API accepts.

Client-side

Freshpaint uses the Microsoft Ads Universal Event Tag to send events to Microsoft Ads. You may provide the following additional event properties:

Freshpaint property	Bing Ads parameter	Type	Required?	Description
category	ec	string	Optional	Event category defined as you wish. Can be used as an additional filter criterion for conversion goals.
revenue	gv	number	Optional	Value of the conversion in USD. Must be between 0 and 9999999 with up to 3 decimal places.

Server-side

Freshpaint's servers use the same API as the client-side Microsoft Ads Universal Event Tag. You may provide the following additional event properties:

Freshpaint property	Bing Ads parameter	Type	Required?	Description
category	ec	string	Optional	Event category defined as you wish. Can be used as an additional filter criterion for conversion goals.
currency	gc	string	Optional	Currency of the conversion value, "USD" by default. See the list of supported currency codes.
event_value	ev	number	Optional	Event value defined as you wish. Can be used as an additional filter criterion for conversion goals. Must be between 0 and 9999999 with up to 3 decimal places.
label	el	string	Optional	if label not specified, event name is sent
tpp	tpp	string	Optional
value or total or revenue	gv	number	Optional	Value of the conversion. Must be between 0 and 9999999 with up to 3 decimal places.

Vertical: eCommerce

Freshpaint property	Bing Ads parameter	Type	Required?	Description
pagetype	pagetype	string	Optional
product_id	prodid	string	Optional
ecomm_category	ecomm_category	string	Optional
ecomm_totalvalue	ecomm_totalvalue	number	Optional

Vertical: Hotel

Freshpaint property	Bing Ads parameter	Type	Required?	Description
hct_base_price	hct_base_price	number	Optional
hct_booking_xref	hct_booking_xref	string	Optional
hct_checkin_date	hct_checkin_date	string	Optional
hct_checkout_date	hct_checkout_date	string	Optional
hct_length_of_stay	hct_length_of_stay	string	Optional
hct_pagetype	hct_pagetype	string	Optional
hct_partner_hotel_id	hct_partner_hotel_id	string	Optional
hct_total_price	hct_total_price	number	Optional

Vertical: Travel

Freshpaint property	Bing Ads parameter	Type	Required?	Description
travel_destid	travel_destid	string	Optional
travel_enddate	travel_enddate	string	Optional
travel_pagetype	travel_pagetype	string	Optional
travel_originid	travel_originid	string	Optional
travel_startdate	travel_startdate	string	Optional
travel_totalvalue	travel_totalvalue	number	Optional

Considerations

• Conversions may take up to 2 hours to appear in your Microsoft Ads Conversion Goals.

Troubleshooting

Conversion events not showing up in Microsoft Ads Dashboard: For an event to show up as a conversion event it must have a msclkid property. You can validate that events going to bing have this msclkid property using the Freshpaint Liveview.