Migrate Microsoft Advertising accounts to parallel tracking

About migrating Microsoft Advertising accounts to parallel tracking

Microsoft Advertising parallel tracking improves your landing page speed by sending customers directly from your ad to your final URL while click measurement happens in the background.

Although Search Ads 360 can track conversions and report clicks for Microsoft Advertising accounts that use parallel tracking, some Search Ads 360 features are not compatible with parallel tracking or may not work the way you expect. In addition, there may be other issues that are unique to your site or third-party tracking services that can cause measurement interruptions when parallel tracking is turned on.

Overview of the process

Before you migrate

Before you migrate your Microsoft Advertising engine accounts, make sure you have​:


Some things to keep in mind:

  • New Microsoft Advertising accounts don't need to be migrated

    Microsoft Advertising engine accounts created after May 28, 2020, are already compatible with parallel tracking and don't need to be migrated. However, you will need to enable parallel tracking in each new account.

  • Ads in the standard format can't be updated

    You can't migrate parameters or macros in URLs or URL templates for standard text ads. In addition, you can't edit standard text ads or replace old ads with new standard text ads. 

    If your landing pages or third-party trackers rely on URL parameters that you've defined for standard text ads, you need to manually recreate the ads in the expanded text ad format. Otherwise, you could lose click tracking in Search Ads 360 for these ads, and clicking these ads may result in landing page errors

  • If you don't migrate your accounts by October 15, 2020, Search Ads 360 will begin to partially migrate them on your behalf

    This partial migration does not enable parallel tracking. Advertisers will still need to manually enable parallel tracking for each Microsoft Advertising engine account. We highly encourage advertisers to fully migrate themselves before October 15, 2020. Learn more about partial migration.


Key migration steps

  1. Migrate Search Ads 360 parameters and macros.

    To support features such as the Google Analytics integration and cross-channel remarketing, Search Ads 360 needs to create specific URL parameters in each account's Final URL Suffix. In addition, most Search Ads 360 macros need to migrate to custom parameters. (Some macros are no longer supported in Microsoft Advertising engine accounts and should be removed.)

  2. Move tracking parameters and remove unsupported macros.

    Tracking parameters that your landing pages require should be moved from URL templates to a Final URL Suffix or to your Final URL. As mentioned in the previous step, some macros are no longer supported in Microsoft Advertising engine accounts and should be removed. 

    Changing parameters in your Final URL may result in your account being placed under review.

  3. Find and fix any remaining compatibility issues in your account.

    Search Ads 360 provides the compatibility checker report, which shows potential issues with Search Ads 360 features. You can access the report from the engine account settings panel.

  4. (Optional) Try parallel tracking in specific campaigns.

    If the campaigns perform as expected, enable parallel tracking for one or more accounts.

After you migrate

After you migrate your accounts, do one of the following:

  • (Recommended) Use the Search Ads 360 UI to enable parallel tracking for one or more engine accounts. To get improved landing page speed as soon as possible, enable parallel tracking right after you migrate your accounts.
  • Wait until January 31, 2021, when all Microsoft Advertising accounts will automatically use parallel tracking. Note that eligible accounts will be partially migrated starting October 15, 2020. Learn more about partial migration.


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