Starting September 2, 2026, Microsoft Advertising will update its UTM auto-tagging system to enhance campaign performance measurement in third-party analytics platforms like Google Analytics 4.
This update requires no action from users as updated tags will be applied automatically for those currently using UTM auto-tagging.
The current universal UTM tagging approach will shift to format-specific UTM tags, enabling distinct reporting for campaign formats such as Search, Audience, Shopping, and Performance Max.
The updated tagging will allow more accurate performance reporting, helping advertisers to make better budget decisions based on format-level insights, visible in reporting starting from the enforcement date.
Key updates include:
- Search Ads: ‘utm_source=bing’, ‘utm_medium=cpc’
- Audience Ads: ‘utm_source=msads`, `utm_medium=cpm’
- Shopping Ads: ‘utm_source=msads`, `utm_medium=cpc’, shopping as campaign suffix
- Video Ads: ‘utm_source=bingvideo’, ‘utm_medium=cpc’
- Performance Max: ‘utm_source=msads’, ‘utm_medium=cross-network’, cross-network as campaign suffix
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