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Ad Tagging For Tracking Bing Paid/Adcenter Calls

If you would like to track phone calls from Bing Paid/Microsoft Adcenter visitors to your website, you should choose the quick set up source: Bing Paid.

In order for the dynamic number swapping to work, you will need to add utm_source=bing&utm_medium=cpc to all destination URLs in Bing Ads, or you can have bing do this for you by turning on the auto tagging for bing. Read about how to do that here

Additional information about your ads can be captured by adding URL parameters (Bing how-to article on query string parameters). Bing supports a variety of different parameters, but doesn’t have a convention for naming the variables this information is stored in.

We recommend, where possible, to use the utm_ parameters supported by Google Adwords. We provide additional parameters to capture additional information. For example: to capture the match type, Bing Ads should be configured to include ctm_match_type={MatchType} as part of the query string.

(Optional) If you wish to filter tracking groups by these parameters you may adjust this criteria in the Landing URL field when you click edit next to this source on the tracking sources page.

Google Analytics provides these by default:

utm_source: source
utm_medium: medium
utm_content: ad_content
utm_term: keyword
utm_campaign: campaign

Bing’s Available parameters:

{MatchType} : A code indicating the type of match that is triggered

  • e = exact
  • p = phrase
  • b = broad
  • c = content

{BidMatchType} : A code indicating the match type that you bid on.

  • e = bidding exact
  • p = bidding phrase
  • b = bidding broad
  • c = bidding content

{QueryString} : the search query text that the user entered.
{OrderIdemId} :The Id of the campaign that triggered the display of your ad
{AdGroupId} : The Id of the ad group that triggered the ad.
{AdId} : The numeric ID of the displayed ad.
{ProductId} : The numeric ID of the product that triggered your ad.
{TargetId} : The ID of the keyword (“kwd”) or remarketing list (“aud”) that triggered the ad.
{IfSearch:string} : The string text (that you define) to the right of the colon will be substituted into the url if the ad is displayed on search network
​{IfContent:string} : The string text (that you define) to the right of the colon will be substituted into the url if the ad is displayed on the content network.
{IfMobile:string} : The string text (that you define) to the right of the colon will be substituted into the url if the ad is displayed on a mobile device
{IfNotMobile:string} : The string text (that you define) to the right of the colon will be substituted into the url if the ad is displayed on a desktop, laptop or tablet device.
{IfNative:string} : The string text (that you define) to the right of the colon will be substituted into the url if the ad is displayed as a native ad.
{Device} : One of the following codes depending on where the click came from.

  • m = mobile device
  • t = tablet device
  • c = desktop or laptop computer

{copy:queryparameter} : When an add with an app extension, Image ad extension, or SiteLink extension is served, the {copy} string in the ad extension’s destination URL is replaced with the specified query parameter from the ad’s resolved destination URL.

More information on Bing’s URL Tracking can be found here

CallTrackingMetrics recognizes these additional query string parameters:

ctm_placement: ad placement
ctm_match_type: ad match type
ctm_adgroup: ad group
ctm_position: ad slot position
ctm_network: ad network
ctm_format: ad format
ctm_slot: ad slot
ctm_targeting_type: ad targeting type
ctm_tags: comma separated list of arbitrary tags

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