What dynamic parameters in the Bing Ads ad links does OWOX BI support?

Supported parameters

  • {CampaignId}
  • {AdGroupId}
  • {MatchType}
  • {BidMatchType}
  • {Network}
  • {Device}
  • {IfMobile:string}
  • {IfNotMobile:string}
  • {IfSearch:string}
  • {IfContent:string}
  • {AdId}
  • {QueryString}
  • {param1}
  • {param2}
  • {param3}

Unsupported parameters

However, Bing Ads doesn't provide data on some dynamic parameters via their API. Due to that, OWOX BI does not process these parameters:

  • {Campaign}
  • {AdGroup}
  • {TargetId}
  • {IfNative:string}
  • {IfPLA:string}
  • {ignore}
  • {lpurl}
  • {lpurl+2}, {escapedlpurl+2}
  • {lpurl+3}, {escapedlpurl+3}
  • {unescapedlpurl}
  • {escapedlpurl}
  • {ProductId}
  • {CriterionId}
  • {product_country}
  • {product_language}
  • {seller_name}
  • {OrderItemId}
  • {keyword:default}

If you use some of those unsupported parameters in UTM tags, you will see the parameter names instead of their values. For example, {AdId} instead of real ad ID. 

In order to keep matching visits and ad expenses in the Cost Analysis report, move the unsupported parameters from UTM tags to additional custom GET parameters and collect them to custom dimensions in Google Analytics:

  • Cost data will be available only for UTM-tags values
  • Session data will be available for unsupported parameters (through custom dimensions) and UTM-tags values

All Bing Ads URL parameters

ImportantIt is highly recommended to keep the UTM tags and ad campaign configurations as they are initially created because of the following reasons:
- OWOX BI attributes ad costs to user sessions following UTM tags;
- OWOX BI uses selected ad campaign configurations to parse the dynamic UTM parameters. For instance, the service uses the current value of an ad campaign from your ad campaign configurations to determine {campaign_name}.
Changes made to UTM tags and ad campaign configurations might lead to data discrepancies during the session cost calculation.
Please refer to an example below:
An advertiser assigns the name Campaign123 to an ad campaign and sets up the dynamic parameter utm_campaign={campaign_name} for an advertisement.
On 01.01.2021, a user clicks on this advertisement. The analytics services (Google Analytics, OWOX BI hit streaming) record this click and place the current ad campaign name Campaign123 into the resulting URL link instead of {campaign_name}.
On 05.01.2021, the advertiser changes the ad campaign name to Campaign777. And the next day, the advertiser set up a pipeline in OWOX BI to import costa data starting from 01.01.2021. 
The service will take the value Campaign777, which is relevant at the time of the import, and place it into the resulting URL link for all costs imported from 01.01.2021. The ad campaign name Campaign123 can be used because it no longer exists in ad campaign configurations. As a result, the imported costs won’t be attributed to the corresponding user session.
This scenario is also valid for data actualization in the active OWOX BI pipeline. If you change the ad campaign name in your ad account during the actualization period, then OWOX BI will fully override the data.

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