Setting up Microsoft Universal Event Tracking for Consent Mode

Microsoft requires advertisers targeting users in the EEA, UK, and Switzerland to send user consent signals to Microsoft Advertising.

UET Consent Mode lets you adjust UET cookie access based on the consent status of your users. This enhances the privacy capabilities of UET and gives you control over whether first and third-party cookies are stored.

For the purposes of UET consent mode, first-party cookies are those created by the advertiser domain (your website), and third-party cookies are created by Microsoft Advertising (Bing.com).

How it works

Consent mode is set via a property in UET called ad_storage. The possible values for ad_storage are:

Basic or Advanced Consent Mode 

Microsoft’s official guidance describes two implementation approaches: Basic and Advanced Consent Mode 

Set up for Consent Mode

Cookiebot CMP has built-in support for UET.
Once consent information is available, it’s automatically passed to UET using the existing global window.uetq property.

The following example is for Advanced Consent Mode. 

• UET tag loads right away.
• Default is set to denied.
• If the user accepts, you update to granted.

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

  // Updates are pushed automatically by Cookiebot.
  // Adding this listener is optional, as a safeguard in complex setups:
  window.addEventListener('CookiebotOnConsentReady', function() {
    window.uetq.push('consent', 'update', {
      'ad_storage': Cookiebot.consent.marketing ? 'granted' : 'denied'
    });
  });
</script>

This means that you don’t have to take any further steps on your part to enable consent updates, they will be passed automatically if the window.uetq global object exists.

If you don’t want Cookiebot CMP to pass consent data to Microsoft UET you can disable this functionality using the data-ms-consent-mode="disabled" data-attribute or the msConsentMode=disabled URL parameter.

For example:

<script
  id="Cookiebot"
  type="text/javascript"
  src="https://consent.cookiebot.com/uc.js"
  data-cbid="00000000-0000-0000-0000-000000000000"
  data-blockingmode="auto"
  data-ms-consent-mode="disabled"
></script>

or:

<script
  id="Cookiebot"
  type="text/javascript"
  src="https://consent.cookiebot.com/uc.js?msConsentMode=disabled"
  data-cbid="00000000-0000-0000-0000-000000000000"
  data-blockingmode="auto"
></script>

For Basic Consent Mode, fire your UET tag where consent is granted 

• Use the following code on each page to update the ad_storage property:

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