Call Tracking for Microsoft Ads
Call tracking for Microsoft Ads shows which Bing campaigns and keywords make your phone ring. Call Bullet gives visitors from Microsoft Ads a number from your website pool, reads the click and campaign data on arrival, and uses fixed UK numbers for call extensions, so Bing calls are measured alongside Google Ads.
Last updated · Call Bullet
Why track calls from Microsoft Ads separately?
Microsoft Ads serves adverts on Bing, and through Microsoft's network on other search partners. It is often cheaper per click than Google Ads, but with smaller volume, so every conversion matters when deciding whether it is worth the budget.
If calls are your main conversion and you only track forms, Microsoft Ads can look weak simply because its callers are invisible. Tracking calls gives you a fair comparison with Google Ads.
How does Call Bullet attribute Bing ad calls?
Visitors who click a Microsoft advert arrive with tracking data in the link: auto-tagged click IDs and any UTM parameters you add. Microsoft explains auto-tagging in its help on the Microsoft Click ID.
Call Bullet reads that data when the visitor lands, holds a number from the website pool for their visit, and credits any call to the campaign — and to the keyword, where the tags carry it.
| Data on the link | Where it comes from | What Call Bullet records |
|---|---|---|
| msclkid | Microsoft auto-tagging | That the visit came from Microsoft Ads |
| utm_campaign | Your tracking template or final URL | The campaign name |
| utm_term or {keyword} | Your tracking template | The keyword that triggered the ad |
How do you set up call tracking for Microsoft Ads?
You can reuse the same website pool you use for Google Ads.
- Make sure auto-tagging is switched on in your Microsoft Ads account.
- Add a tracking template with UTM parameters, including utm_source=bing and utm_term={keyword}.
- Check your website pool has enough numbers for paid traffic from both search engines — see session based number pools.
- Buy a fixed number for call extensions on Buy numbers.
- Click one of your Bing adverts in a private window, confirm the number swaps, and place a test call.
What about Microsoft Ads call extensions?
Call extensions show a phone number in the advert itself. Someone who taps it dials without visiting your website, so a swapped number cannot help. Use a fixed tracking number on the extension instead, and every call to it is credited to Microsoft Ads.
One fixed number for all Microsoft call extensions is usually enough; add more only if you need to split calls by campaign.
Can you import Google Ads campaigns and keep tracking working?
Many UK advertisers use Microsoft's Google import to copy campaigns. Imported tracking templates come across too, so check that utm_source says bing rather than google, or your calls will be credited to the wrong engine.
For Google Ads itself, see our guide to keyword level call tracking.
How do you compare Bing and Google calls?
Put both engines in one table and compare cost per call, not cost per click.
| Engine | Spend | Calls | Cost per call |
|---|---|---|---|
| Google Ads | From your Google account | From Call Bullet | Spend ÷ calls |
| Microsoft Ads | From your Microsoft account | From Call Bullet | Spend ÷ calls |
Then check answered rate and a sample of recordings: cheaper calls are only better if they are genuine enquiries.
What are the limits?
Keyword detail depends on your tracking template; without {keyword} in the link, Call Bullet can attribute to campaign but not keyword. Visitors who block scripts or strip link parameters will appear as direct.
For how the whole journey works, read how call tracking works.
Key takeaways
- Microsoft Ads callers are invisible without call tracking.
- Auto-tagging plus UTM tags let Call Bullet attribute calls to campaign and keyword.
- Call extensions need a fixed number because no web page loads.
- Check imported campaigns don't label Bing traffic as Google.
- Compare engines on cost per call, then on call quality.
Frequently asked questions
Does Call Bullet work with Bing ads?
Yes. Bing ads are run through Microsoft Ads, and Call Bullet attributes website calls from them and tracks call extensions with fixed numbers.
Can I use the same numbers as my Google Ads tracking?
Yes. The website pool is shared across sources; the click data decides which engine gets credit.
Can I see the keyword behind a Bing call?
Yes, if your tracking template passes the keyword, for example utm_term={keyword}.
Do call extensions need their own number?
Yes. Calls from an extension never reach your website, so a fixed tracking number is the only way to count them.
Is Microsoft Ads worth it for calls?
It depends on your market. Track calls from both engines for a month and compare cost per call before deciding.
Will this work with imported Google campaigns?
Yes, but check the imported tracking template labels traffic as Bing so calls are not credited to Google.
See which marketing makes your phone ring
Start with one UK tracking number or a full website pool. Every call is recorded, transcribed and traced back to its source.