Microsoft UET Consent

Overview

Microsoft Universal Event Tracking (UET) Consent Mode enables you to measure conversions and optimize your Microsoft Advertising campaigns while respecting user privacy preferences. Starting May 5, 2025, Microsoft requires explicit user consent signals for all campaigns targeting users from the European Economic Area (EEA), UK, and Switzerland.

Visible Privacy automatically manages Microsoft UET consent signals, ensuring compliance with privacy regulations like GDPR while maintaining your advertising performance.

What is Microsoft UET Consent Mode?

Microsoft UET Consent Mode is a privacy-focused feature that adjusts cookie tracking behavior based on user consent preferences. It works by controlling the ad_storage parameter, which determines whether advertising cookies can be stored on a user's device:

• "granted": Allows cookies for advertising purposes
• "denied": Blocks advertising cookies while still enabling basic conversion measurement

This approach ensures you can continue tracking conversions and optimizing campaigns without compromising user privacy.

Integration

Visible Privacy offers seamless Microsoft UET consent management through two automated approaches:

1. Automatic Plug-in Management

For direct installations using Visible Privacy's native integration:

• Zero Configuration: Consent signals are managed automatically
• Real-time Updates: Consent status changes are immediately reflected
• Universal Coverage: Works across all supported platforms and CMSs

The plug-in automatically:

• Detects Microsoft UET tags on your website
• Manages consent signals based on user preferences
• Handles the ad_storage parameter configuration
• Ensures compliance without any manual intervention

2. Google Tag Manager Integration

For GTM-based implementations, Visible Privacy provides automated consent management:

• Template Compatibility: Uses the same Visible Privacy GTM template
• No Additional Setup: Microsoft UET consent is handled automatically
• Unified Management: Integrates with existing Google Consent Mode setup

Implementation Guide

For Direct Integration Users

If you're using Visible Privacy's direct integration (non-GTM), Microsoft UET consent is managed automatically.

For Google Tag Manager Users

If you're using GTM with Visible Privacy's template:

Consent Categories

Microsoft UET consent is managed through the advertising consent category in Visible Privacy:

Advertising Cookies

When users consent to advertising cookies:

• Full UET Tracking: Complete conversion and audience tracking enabled
• Enhanced Targeting: Detailed user behavior data available for campaign optimization
• Remarketing: Full remarketing audience creation and targeting

Advertising Cookies Denied

When users deny advertising cookies:

• Basic Conversion Tracking: Essential conversion measurement continues
• Privacy-Preserving Insights: Aggregated data without personal identification
• Compliance Maintained: Full respect for user privacy preferences

Verification and Testing

Checking Consent Implementation

To verify Microsoft UET consent is working correctly:

1. Browser Developer Tools: Check for consent-related parameters in UET requests
2. Microsoft Advertising Dashboard: Monitor for proper consent signal reception
3. Visible Privacy Dashboard: Review consent analytics and user preferences

Testing Scenarios

Test your implementation with different consent states:

Troubleshooting

Common Issues

UET Not Respecting Consent:

• Verify Visible Privacy is properly installed and functioning
• Check that UET tag is placed after the consent management code
• Ensure you're using the latest version of both Visible Privacy and UET

Missing Consent Signals:

• Confirm your website serves users from EEA, UK, or Switzerland
• Check browser developer tools for consent-related parameters
• Verify Microsoft Advertising account is configured for consent mode

GTM Integration Issues:

• Ensure you're using the latest Visible Privacy GTM template
• Verify trigger configuration for consent-dependent tags
• Check that consent settings are properly applied to UET tags

Getting Support

If you encounter issues with Microsoft UET consent implementation:

• Visible Privacy Support: Contact [email protected] for integration assistance
• Microsoft Documentation: Reference Microsoft's official UET consent documentation
• Privacy Compliance: Consult with legal experts for regulation-specific guidance