UTM auto-tagging switched to format-specific values from September 2, 2026

Instead of tagging everything as bing/cpc, Microsoft applies distinct utm_source, utm_medium and campaign suffixes per format: Search bing/cpc, Audience msads/cpm, Shopping msads/cpc with a shopping suffix, Video bing_video/cpc, and Performance Max msads/crossnetwork with a cross-network suffix. No advertiser action required.

Announced by email to advertisers; separates Audience, Shopping and PMax traffic from Paid Search in GA4 and other analytics tools.