Metadata adds Microsoft Ads keyword tracking and period-over-period keyword reports

Metadata.io published an eight-feature release on August 27, 2026. Most items concern search and reporting: keyword and search term UTM values for Microsoft Ads, per-channel UTM fields for keywords and search terms, and a keywords report that compares two periods by campaign. Audience changes let eligible data-built audiences past 180 days be refreshed under their original name and restore Reddit audience size estimates. The release also notes Reddit's new campaign objective values in its Ads API starting September 21, 2026, and fixes to the data sent to the Recommendations panel.

The details

• Microsoft Ads substitutes keyword and search term values into the tracking template at click time.
• The period-over-period keywords report covers impressions, clicks, spend and leads and can be filtered to Google only.
• Refresh for audiences between 90 and 180 days old is unchanged.
• Reddit estimates now come from Reddit's current forecasting API without requiring a full set of campaign assets.
• Reddit introduces new campaign objective values across its Ads API starting September 21, 2026.

Context

The August 27 release continued a run of biweekly Metadata releases focused on paid search and paid social channel coverage. Two weeks later, on September 10, Metadata added Microsoft Ads keyword and search term UTM parameters and individual keyword match-type changes. Metadata's covered releases include X campaign management and finer LinkedIn company-size targeting on July 2, 2026, and G2 Buyer Intent token validation and LinkedIn permission checks on September 24, 2026.

Not disclosed

• Whether keyword UTM tracking is available for Google Ads as well as Microsoft Ads
• Which plans include the keywords comparison report
• Whether refreshed audiences keep their original channel audience IDs