Universal Event Tracking (UET) Consent Mode

As the digital landscape of privacy keeps evolving, Microsoft has taken a step forward with the introduction of Consent Mode for its Universal Event Tracking (UET) tags.

This development comes as a response to the increasing focus on user privacy. This comes with the implementation of regulations like the Digital Services Act (DSA) and the Digital Markets Act (DMA) in Europe.

As of August 2024, website owners using Microsoft Advertising (formerly Bing Ads) now have to provide user consent information with their UET tags.

Let’s dive into what Microsoft Consent Mode is, how it works, and why it’s crucial for advertisers and website owners.

Microsoft (UET) Consent Mode

What is Microsoft’s UET Consent Mode?

Universal Event Tracking Consent Mode is a feature that allows advertisers to adjust how UET tags behave based on the consent status of their website visitors.

It provides a way to respect user privacy choices while still enabling essential advertising and analytics functions.

This new functionality is particularly important for businesses operating in regions with strict privacy laws, such as the European Economic Area (EEA), the UK, and Switzerland, where Microsoft is gradually enforcing consent requirements.

Now, at this point in time, I’m not completely clear as to what Microsoft does with the information provided via the Tag. Microsoft’s documentation surrounding their Consent Mode configuration is feeling incomplete.

How Does UET Consent Mode Work?

At the heart of Universal Event Tracking Consent Mode is the ad_storage parameter, which can be set to either “granted” or “denied“. Here’s what each setting means:

1. Granted: This is the default state in most countries.
   • When set to “granted”, UET tags can read and write both first-party and third-party cookies.
2. Denied: In this state, UET tags will not read or write first-party cookies.
   • Third-party cookies are not written, and are only read for fraud and spam prevention purposes, not for advertising.

Key Features of UET Consent Mode

1. Flexible Implementation:
   • Advertisers can set default consent settings and update them dynamically based on user choices.
2. Privacy-First Approach:
   • Respects user consent choices, Microsoft is working to collect more data whilst respecting user privacy choice.
3. Maintained Functionality:
   • Even when consent is denied, UET tags can still perform essential functions like fraud prevention.
4. Seamless Integration:
   • Works with existing UET setups and various tag management systems. Although, I feel that the documentation concerning implementation specifics is minimal. Imho, this should be updated and expanded upon by Microsoft.

Implementing Universal Event Tracking Consent Mode

Now, although the documentation leaves (a lot of) room for your own insights and implementation testing. Let’s look into how to implement Microsoft Consent Mode via Google Tag Manager.

1. Set Default Consent: Add a script to set the default consent setting on every page load. For example:

<script>
window.uetq = window.uetq || [];
window.uetq.push('consent', 'default', {
    'ad_storage': 'denied'
    });
</script>

2. Update Consent Based on User Choice: When a user provides or denies consent, update the setting accordingly:

<script>
window.uetq = window.uetq || [];
window.uetq.push('consent', 'update', {
    'ad_storage': 'granted'
    });
</script>

This will result in 1 consent default tag, and 2 consent update tags. Keep in mind, that with the implementation of these consent mode tags, the Google Consent Mode configuration can be set to ‘Not Set’:

Debugging UET Consent Mode

Verifying the Consent Mode Implementation for Microsoft Ads tags can be realized via utilizing the UET Tag Helper extension. This extension allows you to check if Consent Mode is properly implemented.

Look for the ASC parameter, which will show “D” for denied or “G” for consent granted.

As seen in the UET tag helper:

Benefits of Using Microsoft Consent Mode

1. Regulatory Compliance:
   • Helps advertisers meet the requirements of privacy laws like GDPR, DSA, and DMA.
2. Improved User Trust:
   • Demonstrates respect for user privacy choices.
3. Maintained Advertising Effectiveness:
   • Allows for continued use of essential advertising functions while respecting privacy preferences.
4. Flexibility:
   • Provides options for different consent scenarios and regional requirements.

Concluding

The Road Ahead As privacy regulations continue to evolve, tools like Microsoft Consent Mode will become increasingly crucial for advertisers.

By implementing this feature, you’re not only complying with current laws but also future-proofing your advertising strategy.

Stay ahead of the curve by implementing Microsoft’s UET Consent Mode today.

Demonstrate your commitment to user privacy while maintaining effective advertising campaigns.