Introduction
Editing UTM Parameters on the campaign or ad group level does NOT start another ad review process, does NOT affect your optimization score, and DOESN`T set back the learning phase. It’s best to make these changes as soon as possible.
Different campaign types need to be treated differently. Please implement the below changes carefully, so that all of your campaigns are tracked accurately.
Make sure Auto-tagging is activated
Note: Templates at the ad group or ad level override campaign-level templates and can break Kickbite tracking. If Kickbite parameters are set at campaign level, ensure no templates exist at lower levels.
These are the UTM Parameters every campaign/ad group needs to use for our tracking pixel to work:
Parameters
Default Kickbite Channels
Channel | If you are not using UTMs | If you are already using UTM Parameters |
Search Brand | {lpurl}?kb=bn_sb_{campaignid}_{adgroupid} | &kb=bn_sb_{campaignid}_{adgroupid} |
Search Non-Brand | {lpurl}?kb=bn_snb_{campaignid}_{adgroupid} | &kb=bn_snb_{campaignid}_{adgroupid} |
Performance Max | {lpurl}?kb=bn_pm_{campaignid}_{adgroupid} | &kb=bn_pm_{campaignid}_{adgroupid} |
Shopping Brand | {lpurl}?kb=bn_shp_{campaignid}_{adgroupid} | &kb=bn_shp_{campaignid}_{adgroupid} |
Shopping Non-Brand | {lpurl}?kb=bn_shnb_{campaignid}_{adgroupid} | &kb=bn_shnb_{campaignid}_{adgroupid} |
Display | {lpurl}?kb=bn_dis_{campaignid}_{adgroupid} | &kb=bn_dis_{campaignid}_{adgroupid} |
Extra Channels
Sometimes you may want more detail than the default Kickbite channel mix provides. To do this, you need to use different tracking parameters for new channels.
Here are some examples we already support. If you don’t see your channel listed, please reach out to customer support.
Channel | If you are not using UTMs | If you are already using UTM Parameters |
Display Retargeting | {lpurl}?kb=bn_dir_{campaignid}_{adgroupid} | &kb=bn_dir_{campaignid}_{adgroupid} |
Implementation
There are three things we need to accomplish: Turn on UTM auto-tagging and adjust the tracking template at campaign level
Go to “Settings” > “Account level options”
Check the box next to “Add UTM tags to my destination URLs”
Choose the “Keep my existing tags and add any that are missing” option
In Microsoft Ads tracking templates are added on campaign level. In your Bing account, you need to follow almost the same procedure as in Google Ads:
The first step is to go to Settings and add the “Tracking Template” column though Columns -> Modify Columns:
2. Then add the tracking template for each campaign, according to its type.
Important notes
In the hierarchy of tracking Adgroup and Ad level templates are more chief than Campaign’s level templates. This means they overwritte the ones at campaign level. So if you need to add tracking on these levels - do not forget to use our Kickbite tags.
In case you have other tracking (not Kickbite) scripts or if you need to add it, you can use ‘&’ sign:
Before kb script:
{lpurl}?aw_account=123456789&..random_script....{placement}}&kb=ga_sb_{campaignid}_{adgroupid}
Or after kb script:
{lpurl}?kb=ga_disp_{campaignid}_{adgroupid}&aw_account=123456789&aw_campaign={campaignid}&utm_content=display_rem&aw_adgroup={adgroupid}.....random_script.......
Best Practices
Add the “Tracking template” column to your campaign / ad group column preset and always check if the correct parameters are applied.
You can check if the tracking template works by clicking on the tracking template's edit icon and choosing "Test". If the URL looks exactly like the tracking template suggests, Kickbites tracking will work as expected.
In case you're using multiple tracking templates at different levels, the most specific tracking template is used. Specificity is defined in this order: ad > ad group > campaign > account. So, if you're using "Tracking templates" or "Final URL suffixes" to add URL parameters on the ad level, this will override Kickbite's parameters set on the level above and cause our script to not track these ads.