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Fixing Bing Ads Costs & Attribution in Kickbite

Written by Juan Garzon
Updated over 12 months ago

Overview

If your Bing (Microsoft Ads) campaigns are attributed incorrectly or show low revenue in Kickbite, it’s often due to using incompatible tracking parameters—for instance, those intended for Google Ads. Kickbite uses its own kb parameter structure to distinguish channels, campaign types, and IDs.
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​Kickbite Tracking Parameters for Search

Channel

Platform

Example Parameter

Search Non Brand

Google

{lpurl}?kb=ga_snb_{campaignid}_{adgroupid}

Search Non Brand

Bing

{lpurl}?kb=bn_snb_{campaignid}_{adgroupid}

  • ga_snb_: Indicates Google Ads (GA), Search Non Brand (SNB).

  • bn_snb_: Indicates Bing Ads (BN), Search Non Brand (SNB).

These parameter segments help Kickbite correctly recognize the channel (Google vs. Bing), the campaign, and the ad group.

Common Issues

  1. Using Google Parameters for Bing

    • If you import Google Ads settings into Bing, your Bing URLs might retain ga_snb_ instead of bn_snb_.

    • This leads Kickbite to misclassify Bing traffic or lump it into unrelated channels.

  2. Overwriting Parameters

    • If you set tracking at the ad group level but also at the campaign level, ad group tracking may overwrite the other.

    • Ensure you consistently apply the correct Kickbite parameter string—preferably at campaign level.

How to Fix It

  1. Update Bing Ads URLs

    • In Bing Ads, replace Google’s tracking string with Kickbite’s Bing-compatible parameter:

      • ?kb=bn_snb_{campaignid}_{adgroupid}

    • Make sure to include {lpurl} if you’re using a parameter template.

  2. Disable Auto-Import (Optional)

    • If you automatically import Google campaigns into Bing, turn off tracking import or manually remove Google’s tracking strings.

  3. Check Your Campaign & Ad Group Settings

    • Ensure that you do not have conflicting parameters at ad group vs. campaign level.

  4. Validate in Kickbite

    • Wait for a new data refresh (up to 24 hours).

    • Verify that Bing campaigns appear in the Search Non Brand channel with correct revenue and click data.

Best Practices

  • Avoid Overwrites: Set parameters at campaign level to ensure uniformity.

  • Regularly Review Attribution: Compare Kickbite’s reporting to your Bing Ads metrics. Large discrepancies might indicate a tracking issue.

Need Help?

If you still see incorrect attribution after following these steps, reach out to Kickbite Support for additional troubleshooting.

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