Digital Marketing
How to Capture Microsoft Ads Data in Jotform
Track the source of every form submission, from campaign to keyword, so you can understand which ads are driving leads and customers.
Start capturing attribution →
See which campaigns drive real business results.
Revenue-focused reporting
Create reports showing which campaigns generate leads, customers, and revenue beyond traffic metrics.
Send data to your tools
Pass campaign and landing page data into ActiveCampaign, HubSpot, Zoho and existing workflows automatically.
Landing page conversion
Identify which landing pages, offers, and content generate the highest-quality leads and customers.
Persistent session data
Keep attribution attached to the lead even when visitors browse multiple pages or convert later.
Microsoft Ads is one of the most effective ways to reach high-intent audiences across Bing, MSN, and partner sites, whether you are running lead generation, remarketing, awareness, or conversion-focused campaigns. Microsoft Ads often sits at the center of demand capture, turning search intent into clicks and form submissions.
This guide shows you how to use Madlitics to capture Microsoft Ads attribution data directly in Jotform and then send that data into your CRM, marketing tools, or analytics platform. With attribution attached to every submission, you can see which Microsoft Ads campaigns generate qualified leads, customers, and revenue, giving you a much clearer view of performance and the true impact of your ad spend.
It’s important to understand Microsoft Ads performance because traffic alone does not show which campaigns are actually generating business growth. Visitor counts, clicks, and sessions help measure activity, but they do not explain which campaigns are producing qualified leads, creating customers, or generating revenue.
For example, one campaign may generate a large amount of traffic while contributing very little pipeline or revenue, while another campaign with lower traffic volume may consistently generate higher-value customers and stronger business outcomes. Here’s how the same campaigns look when you compare traffic metrics versus business outcomes.
Microsoft Ads Campaign Performance Based on Traffic Metrics
Looking only at traffic metrics, the Search Retargeting campaign appears to be the strongest performer because it generates the most traffic at the lowest cost per visitor. The Demo Requests campaign appears less efficient because visitor volume is lower and acquisition costs are higher.
Microsoft Ads Campaign Performance Connected to Leads, Customers, and Revenue
Tracking Microsoft Ads campaign effectiveness at the customer and revenue level reveals insights that traffic metrics alone cannot provide. While the Demo Requests campaign generated significantly less traffic than the CRM Software campaign, it produced more customers and nearly 3x the revenue. The campaign also generated substantially higher revenue relative to ad spend, showing that campaign quality and buyer intent often matter more than traffic volume alone.
The data also highlights how lead volume alone can be misleading.
By connecting Microsoft Ads data to actual leads, customers, and revenue, it becomes much easier to identify which campaigns are truly driving pipeline and business growth. Madlitics sends attribution data directly into your forms, CRM, and reporting workflows so marketing teams can optimize campaigns using real revenue outcomes instead of surface-level traffic metrics.
Understanding Microsoft Ads performance all the way through to customers and revenue starts with preserving attribution data from the first click through the final conversion. Madlitics works alongside Jotform to capture paid and organic attribution data, write it into form submissions automatically, and pass it into your existing marketing and sales workflows.
Any marketing effort that drives traffic, whether it is a paid ad, an email campaign, or an organic post, should use UTM parameters, making it easier to see where a visitor came from and which campaign brought the visitor to the site.
For Microsoft Ads campaigns that send visitors to a Jotform landing page UTMs include utm_source to identify Microsoft Ads traffic, utm_medium to describe the channel, and utm_campaign to match your campaign name. Madlitics has a URL campaign builder to make adding UTMs as simple as possible.
An example of a Microsoft Ads URL with UTMs:
acme.com/demo?utm_source=microsoft &utm_medium=cpc &utm_campaign=lead_gen_q1 &utm_term=crm+software
Setup Guide: Install Madlitics on your Website ->
Once UTM tracking is added to inbound links, the next step is configuring your Jotform to collect attribution data automatically. Madlitics writes attribution values into dedicated form fields at submission so every lead includes its associated marketing context, while staying hidden from customers. Madlitics fields allow channel, campaign, and landing page data to travel alongside the lead into your CRM and downstream tools, and include:
Setup Guide: Configure Jotform to collect Microsoft Ads data ->
When a visitor submits a Jotform, Madlitics automatically writes attribution data into the configured fields before submission. This lets each entry include both the customer’s information and the full Microsoft Ads attribution context in a single record, creating a clear connection between marketing activity and customer acquisition performance.
Instead of only seeing a name, email, or company, marketing and sales teams can also see:
Once the form submits, Jotform receives the customer’s details alongside full Microsoft Ads attribution data. The submission can then flow into your CRM, marketing automation platform, spreadsheets, BI tools, or reporting workflows just like any other lead record. With attribution data connected directly to form submissions, marketing teams can clearly see which Microsoft Ads campaigns are generating leads, customers, and revenue for the business making it easy to:
Once Microsoft Ads attribution data is connected to your leads and customers, reporting becomes significantly more actionable. Instead of only measuring clicks, sessions, or form submissions, marketing teams can analyze which campaigns, landing pages, and channels are actually generating qualified leads, customers, and revenue.
Leads by channel
Compare lead generation across Paid Search, Paid Social, Organic Search, Email, Referral, and Direct traffic. This makes it easier to understand how Microsoft Ads contributes to overall pipeline generation alongside other marketing channels.
Leads by campaign
Track which Microsoft Ads campaigns generate the highest volume of qualified leads. Campaign-level reporting helps marketers compare targeting strategies, offers, ad groups, and messaging performance across campaigns.
Conversion rate by channel
Measure which traffic sources convert leads into paying customers most effectively. Some channels may generate high lead volume but low conversion quality, while others consistently produce higher-value customers and stronger revenue performance.
Revenue by campaign
Connect attribution data to customer and revenue outcomes to identify which Microsoft Ads campaigns are driving actual business growth, making it easier to optimize budget, scale high-performing campaigns, and identify underperforming spend before it impacts revenue.
If you want a clearer view of which Microsoft Ads campaigns are actually generating leads, customers, and revenue, Madlitics connects that attribution data directly to your Jotform submissions. Instead of stopping at click and impression metrics, you can tie every form fill back to the search terms, audiences, and placements that drove it.
Madlitics preserves Microsoft Ads attribution from the first click through the final conversion, keeping campaign, keyword, ad group, landing page, channel, and click ID data attached to each lead. With this data flowing into your CRM, reporting tools, and downstream workflows, your team can build more accurate reports, compare lead quality across campaigns, and confidently shift budget toward the queries and offers that produce real pipeline and revenue. Madlitics helps you see which Microsoft Ads campaigns are truly working, so you can invest more in what performs and cut what does not.
