How to view keyword data for Microsoft Advertising calls in CallRail

 To see your caller's keywords in CallRail, you'll need to add a parameter to your ads in Microsoft Advertising. There are several ways to make this change, depending upon your campaign's structure. 

Getting started

In order to see your keyword data in your call log, you'll need to be using visitor tracking. Then, you'll make a small tweak to the ads in your Microsoft Advertising account to see keyword data for your calls in CallRail's interface. Add the following parameter to your Microsoft Advertising destination URLs:

↳ "utm_term={keyword}"

Alternatively, if you're already running successful PPC campaigns in Google Ads, you can import your existing Google Ads campaigns directly into Microsoft Advertising.

Learn more about importing your Ads campaigns to Microsoft Advertising.

Once a visitor calls your business following an online search, we’ll automatically parse out your tracking parameters, and present it to you in an easy-to-read format on your call details page. Of course, you can include any URL tracking parameter that’s best for your campaign– we’ll include those as well in your caller's timeline.

Recommended: use auto-tagging to add tracking parameters

Using auto-tagging is the easiest and recommended way to add the keyword parameter to your URLs. This will allow you to see your keyword data in CallRail, but can only be applied to text ads, keywords, and Sitelink Extensions. They do not apply to contextual ads or shopping campaigns. 

Learn more about Microsoft's auto-tagging feature using this Microsoft Advertising help article.

We also recommend the auto-tagging method over the manual tagging method, as it allows us to capture Safari visitors with their advertisement tracking in place. This is especially important after Apple released Intelligent Tracking Prevention for Safari users.

  1. Once you're logged into Microsoft Advertising AdCenter, select the gear icon, then click Accounts and Billing.

  2. Select the Edit (pencil) icon for the account where you'd like to enable auto-tagging.

  3. Next to Auto-tagging, enable the option Add UTM tags to my destination URLs.

  4. Select Replace all existing tags to remove any UTM tags that have already been added to your destination URLs.

  5. Select Keep my existing tags and add any that are missing to automatically enable any UTM tags that Microsoft Advertising offers beyond what you've already used in your URLs.

  6. Select Save to update your account settings.

Manually add custom tracking parameters

If you're using Microsoft Advertising Product Ads, you'll need to manually add your tracking parameters to your URLs. We recommend using this method if you'd like to add custom variables to your URLs.

Here is a list of available parameters that can be manually added to your destination URLs.

The addition of the parameter "utm_medium=cpc" to your destination URLs on your ad configuration page will allow CallRail to track all Bing Paid visitors. We can typically identify the PPC visits based on the referrer alone, but the addition of the utm_medium tag will increase the accuracy to 100%.

For example, if your destination URL in Microsoft Advertising is "," you'd change it to ""

Note: If you have auto-tagging enabled, you do not need to manually tag the URLs.

    1. Once you're logged into Microsoft Advertising, select Campaigns at the top of the page.

    2. Select the Ads tab.

    3. Select an existing ad to edit, or create a new ad.

    4. Click the link to expand Ad URL options.

    5. In the Tracking template text box, append the tracking parameters of your choice to your URL. You'll want to include your domain, as well as the parameters you'd like to track.


      The variable is the name you define as used in your company's website scripts to identify the value the parameter will return. For example, utm_term=

      The parameter is the data that will be provided when a user clicks on your ad. For example, {keyword}

    6. Select Save when finished.


Can I import my calls as conversions to Microsoft Advertising?

Yes! Check out our help article on our Microsoft Advertising integration here:
Seeing Calls as Conversions in Microsoft Advertising.

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