To help ensure that conversions continue to be reported accurately, Bing Ads announced today that the auto-tagging of the Microsoft Click ID in ad URLs is now required. Bing says that this change is due to the introduction of Intelligent Tracking Prevention, in Safari browser, that impacts how conversion tracking works.
When advertisers enable auto-tagging of the Microsoft Click ID, it allows Bing Ads to automatically add a unique click ID to the landing page URL after a customer clicks your ad, similar to the auto-tagging in AdWords with the gclid (Google Click Identifier).
According to Bing, “the Universal Event Tracking (UET) tag is a critical part of conversion tracking on Bing Ads. Once the auto-tagging of the Microsoft Click ID is enabled in the settings option, the UET tag will set a cookie on your website’s domain to capture the Microsoft Click ID from the ad URL that brought the customer to your website. This allows Bing Ads to connect any conversions from a visitor back to the search ads that may have assisted in that conversion. In addition, the UET tag will set a session ID cookie on your website’s domain to help improve the accuracy of conversion tracking.”
How to enable auto-tagging of the Microsoft Click ID
Advertisers can enable the auto-tagging of the Microsoft Click ID on the URL options page of the Shared Library by checking the box, “Add Microsoft Click ID (MSCLIKID) to URLs to allow conversion tracking.” This option will be selected by default when creating new conversion goals.