Introducing Auto-Tagging and Exact Match behavior with keyword matching options

Bing Ads is excited to announce the support for two popular feature requests from our customers:

  1. Enabling Auto-Tagging of destination URLs and
  2. Providing more control of Exact Match behavior with keyword matching options.


A frequent request from customers has been to enable auto-tagging of destination URLs, to enable them to track their paid search campaign performance in analytics programs, such as Google Analytics. We know the importance of accurate analytics around site visitors, and we’ve worked hard with our engineers to provide a feature that does this for you automatically, in an error-free and consistent way across all the ads that are
served on your account. Bing Ads now supports UTM auto-tagging for you!

Auto-Tagging compatibility with your current UTM tags

If you want to enable auto-tagging and if you already have UTM tags in your destination URL, there are two options to ensure backward compatibility with your existing UTM tags.

Option 1 - Replace all existing tags

Use this option if you want Bing Ads to substitute the supported UTM tags across all ads served on your account. This will overwrite the values of any tags that you have manually placed in your ad destination URL and append the missing tags if there are any.

For instance, if your URL has been tagged with one UTM tag, Bing Ads will append the remaining supported UTM tags automatically for you at delivery time of your ad. Here is an example of us replacing existing tags and appending the remaining tags:

Manually tagged URL

URL after auto-tagging has replaced and appended missing tags  utm_source=bing&utm_medium=cpc&utm_term={Keyword}&  utm_campaign={CampaignName} utm_source=bing&utm_medium=cpc&utm_term={Keyword}&  utm_campaign={CampaignName}  utm_source=bing&utm_medium=cpc&utm_term={Keyword}&  utm_campaign={CampaignName}


Option 2 - Keep existing tags and add any that are missing

Use this option if you already have existing UTM tags manually tagged with your ad destination URLs. You are currently reporting on these tags but you would like Bing Ads to automatically append any UTM tags that you are not reporting on. This option gives you both backward compatibility with your existing reporting as well as an additional level of detail using our supported UTM tags.

Manually tagged URL

URL after auto-tagging has appended missing tags{Keyword}&  utm_campaign=email-marketing  utm_source=bing&utm_medium=cpc&utm_term={Keyword}&  utm_campaign={CampaignName}{Keyword}&utm_medium=cpc

Enabling Auto-Tagging through API

 Auto-Tagging is an account level feature and to manage this from the Bing Ads V9 soap API, we have added a key to the ForwardCompatabilityMap property of the Account data object named: AutoTag. Set the value to 1 to have Bing Ads automatically append UTM tags and preserve your existing tag (Keep my existing tags and add any that are missing). Set the value to 2 to have Bing Ads automatically append the supported UTM tags and replace any of the existing supported tags (Replace all existing tags). Setting it to 0 or not specifying this property disables Auto-tagging completely.

NOTE:  Bing Ads only modifies the destination URLs at delivery time.

The table below identifies the supported UTM tags and their substitution values. If your ad or keyword destination URL contain other UTM tags, they will not be affected.


Substitution value










For example, if the campaign's name is Winter and the search term is gloves, the appended tags and substituted values will be:




Exact Match behavior with keyword matching options (US Only)

We understand that our customers expect to have more control of keyword matching options when using exact match to allow for more precision in driving not just traffic but the right traffic to their ads.

The default behavior of exact match is to include minor grammatical variations which typically do not change user intent such as plurals. However there are some cases where the plural of a word and the singular version may have totally different user intent. For example, if you sell spectacles, the difference between users searching on ‘glass’ vs. ‘glasses’ might mean you are getting users seeing your ad who are interested in a building material, rather than an aid to reading. For this reason we are providing the option to alter the default behavior of exact match to not take into account close variants such as plurals.

The following table provides an overview of the various keyword matching options available to you with this change.

NOTE: This change is being introduced first in the US market. For details on other markets, scroll down to the next section, "Keyword matching options and non-US markets."

Match type

Example keyword

Ads are triggered when keyword search

Example searches

Exact match


are an exact match  and close variations of that exact match



Exact match [no close variants]


are an exact match



You can now specify these options using the ForwardCompatibilityMap property of the Campaign data object named: KeywordVariantMatchEnabled.
Set the value to True to use close variations of your exact match type keywords such as plural forms. Set the value to False to use only your exact match keywords thus narrowing your results. The default behavior if this property is not specified is the same as True.

Keyword matching options and Non-US markets

Today, exact match in non-US countries does not include plurals. However, the keyword matching option is available in all markets, so that advertisers can register their preferences.

We have received numerous requests from our customers to give greater control over plural handling and further align with the industry standard. We are committed to providing advertisers the right controls they need to build successful campaigns and are pleased to announce this update.

If you have any questions or comments, please feel free to post them in the comments section below, or reach out to us on Twitter, the Forums, Facebook, or UserVoice. As always, we’d love to hear from you.