> For the complete documentation index, see [llms.txt](https://documentation.freshpaint.io/llms.txt). Markdown versions of documentation pages are available by appending `.md` to page URLs; this page is available as [Markdown](https://documentation.freshpaint.io/integrations/destinations/direct-response-ads/bing-ads/bing-ads-reference.md).

# Microsoft Ads Reference

## Destination Info

* Supports [Track](https://documentation.freshpaint.io/developer/freshpaint-sdk-reference#track) calls
* Supports [HIPAA mode](https://documentation.freshpaint.io/hipaa-mode)
* Supports forwarding from the [Google Tag Manager Integration](/integrations/google-tag-manager-integration.md)
* Refer to this destination as **Bing Ads** in the [Integrations object](https://documentation.freshpaint.io/reference/developer/freshpaint-sdk-reference#using-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:

<table><thead><tr><th align="right"></th><th data-type="checkbox">Client-side</th><th data-type="checkbox">Server-side (Proxy)</th></tr></thead><tbody><tr><td align="right">Web</td><td>true</td><td>true</td></tr><tr><td align="right">Mobile</td><td>false</td><td>true</td></tr><tr><td align="right">Server</td><td>false</td><td>true</td></tr></tbody></table>

{% hint style="info" %}
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](/reference/faqs/what-is-a-proxy-integration.md).
{% endhint %}

This is a reference document for the Microsift Ads destination. For information on how to set up this integration, see the[ Quick Start guide](/integrations/destinations/direct-response-ads/bing-ads/bing-ads.md).

## Page Load Events

{% hint style="warning" %}
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](https://documentation.freshpaint.io/integrations/destinations/advertising-destinations/bing-ads/bing-ads-multi-config-reference) for more information.
{% endhint %}

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.

<figure><img src="/files/wFOMUzRvrUGvxdksm14P" alt=""><figcaption></figcaption></figure>

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`                   | <p>msclkid (Microsoft Click ID) is generated at ad click time and appended to the landing page URL. <strong>Freshpaint will automatically capture msclkid for events from your website</strong>. If you wish, you may provide <code>$msclkid</code> as an event property to override the automatically captured value.</p><p>If using HIPAA Mode, this is a Recommended Allow List property.<br><br>If <code>$msclkid</code>isn't available, this is set to 'N'</p> |
| `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`                   | <p>msclkid (Microsoft Click ID) is generated at ad click time and appended to the landing page URL. <strong>Freshpaint will automatically capture msclkid for events from your website</strong>. If you wish, you may provide <code>$msclkid</code> as an event property to override the automatically captured value.</p><p>If using HIPAA Mode, this is a Recommended Allow List property.<br><br>If <code>$msclkid</code>isn't available, this is set to 'N'</p> |
| `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](https://help.ads.microsoft.com/#apex/ads/en/60123/-1) of all the parameters their API accepts.

### Client-side

Freshpaint uses the Microsoft Ads [Universal Event Tag](https://help.ads.microsoft.com/#apex/ads/en/56681/2-500) 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](https://learn.microsoft.com/en-us/advertising/guides/currencies?view=bingads-13#conversiongoalrevenue). |
| `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

<table><thead><tr><th width="254">Freshpaint property</th><th width="244">Bing Ads parameter</th><th>Type</th><th>Required?</th><th>Description</th></tr></thead><tbody><tr><td><code>pagetype</code></td><td><code>pagetype</code></td><td>string</td><td>Optional</td><td></td></tr><tr><td><code>product_id</code></td><td><code>prodid</code></td><td>string</td><td>Optional</td><td><br></td></tr><tr><td><code>ecomm_category</code></td><td><code>ecomm_category</code></td><td>string</td><td>Optional</td><td></td></tr><tr><td><code>ecomm_totalvalue</code></td><td><code>ecomm_totalvalue</code></td><td>number</td><td>Optional</td><td></td></tr></tbody></table>

#### Vertical: Hotel

<table><thead><tr><th width="253">Freshpaint property</th><th width="236">Bing Ads parameter</th><th>Type</th><th>Required?</th><th>Description</th></tr></thead><tbody><tr><td><code>hct_base_price</code></td><td><code>hct_base_price</code></td><td>number</td><td>Optional</td><td></td></tr><tr><td><code>hct_booking_xref</code></td><td><code>hct_booking_xref</code></td><td>string</td><td>Optional</td><td><br></td></tr><tr><td><code>hct_checkin_date</code></td><td><code>hct_checkin_date</code></td><td>string</td><td>Optional</td><td></td></tr><tr><td><code>hct_checkout_date</code></td><td><code>hct_checkout_date</code></td><td>string</td><td>Optional</td><td></td></tr><tr><td><code>hct_length_of_stay</code></td><td><code>hct_length_of_stay</code></td><td>string</td><td>Optional</td><td></td></tr><tr><td><code>hct_pagetype</code></td><td><code>hct_pagetype</code></td><td>string</td><td>Optional</td><td></td></tr><tr><td><code>hct_partner_hotel_id</code></td><td><code>hct_partner_hotel_id</code></td><td>string</td><td>Optional</td><td></td></tr><tr><td><code>hct_total_price</code></td><td><code>hct_total_price</code></td><td>number</td><td>Optional</td><td></td></tr></tbody></table>

#### Vertical: Travel

####

<table><thead><tr><th width="258">Freshpaint property</th><th width="230">Bing Ads parameter</th><th>Type</th><th>Required?</th><th>Description</th></tr></thead><tbody><tr><td><code>travel_destid</code></td><td><code>travel_destid</code></td><td>string</td><td>Optional</td><td></td></tr><tr><td><code>travel_enddate</code></td><td><code>travel_enddate</code></td><td>string</td><td>Optional</td><td><br></td></tr><tr><td><code>travel_pagetype</code></td><td><code>travel_pagetype</code></td><td>string</td><td>Optional</td><td></td></tr><tr><td><code>travel_originid</code></td><td><code>travel_originid</code></td><td>string</td><td>Optional</td><td></td></tr><tr><td><code>travel_startdate</code></td><td><code>travel_startdate</code></td><td>string</td><td>Optional</td><td></td></tr><tr><td><code>travel_totalvalue</code></td><td><code>travel_totalvalue</code></td><td>number</td><td>Optional</td><td></td></tr></tbody></table>

## Considerations

* Conversions may take up to 24-48 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](https://documentation.freshpaint.io/events/liveview).


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