Microsoft UET Consent Mode: Ensuring Microsoft GDPR compliance in advertising

Complying with platform-specific data tracking requirements is essential for businesses using advertising platforms like Microsoft Ads. Microsoft Universal Event Tracking (UET) with Consent Mode allows advertisers to track user behavior while ensuring compliance with Microsoft’s data privacy policies and relevant regulations like the GDPR.

Businesses running Microsoft Ads must comply with Microsoft’s tracking and consent rules in addition to data privacy laws

This blog will explain why Microsoft UET Consent Mode is essential for advertisers, how to set it up using Usercentrics Cookiebot CMP, and how it helps ensure compliance with Microsoft’s policies while maintaining effective remarketing and conversion tracking.

What is Microsoft UET?

Microsoft Universal Event Tracking (UET) is a tool provided by Microsoft that helps advertisers track user actions on their websites. It records important data such as clicks, purchases, and page views, all of which are crucial for optimizing ad performance and understanding user behavior.

Installing a UET tag on your website allows your business to track conversions, analyze audience behavior, and re-engage visitors through remarketing efforts in Microsoft Ads. The data gathered through UET is essential for advertisers looking to make data-driven decisions.

What is Microsoft UET Consent mode?

Microsoft UET Consent Mode is a feature that integrates with the UET tag, adjusting how data is collected based on a user’s consent preferences. When a user visits your website, Consent Mode ensures that tracking is only enabled if the user agrees to data collection. This is critical for maintaining compliance with Microsoft’s own data handling policies and broader data privacy regulations.

If a user does not consent, Microsoft UET adjusts its behavior, ensuring no tracking occurs without proper authorization. This allows businesses to remain compliant while still gaining insights from users who opt-in.

Why do businesses need Microsoft UET Consent Mode?

Tracking user behavior in Microsoft Ads is key for optimizing campaigns, measuring conversions, and targeting the right audiences. However, businesses must also comply with data privacy laws and Microsoft’s advertising policies.

Without user consent, data collection for ads can breach Microsoft’s guidelines and privacy laws like the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA), now amended and expanded by the California Privacy Rights Act (CPRA). As privacy concerns rise, aligning tracking efforts with Microsoft’s consent requirements is critical — and that’s where Microsoft UET Consent Mode comes in.

Non-compliance with Microsoft’s policies and privacy laws can lead to serious consequences. Businesses risk account suspension, losing a valuable customer acquisition channel, and facing hefty fines — up to €20 million or 4% of global annual turnover.

Beyond the financial risk, non-compliance can damage a company’s reputation and erode customer trust, resulting in long-term harm. Using Microsoft UET Consent Mode isn’t just about compliance; it protects your business and honors your customers’ privacy rights.

How to set up Microsoft UET Consent Mode with Usercentrics Cookiebot CMP?

Usercentrics Cookiebot CMP makes it easy to set up Microsoft UET Consent Mode and meet Microsoft compliance requirements.

Usercentrics Cookiebot CMP is the first platform to offer automated implementation of Microsoft Consent Mode, enabling businesses to focus on their marketing efforts without worrying about privacy compliance gaps.

Here are the steps you need to take to set up Microsoft UET Consent Mode using Usercentrics Cookiebot CMP:

For more detailed instructions, you can refer to the Cookiebot Support Article.

Benefits of using Usercentrics Cookiebot CMP for Microsoft UET Consent Mode

Using Usercentrics Cookiebot CMP with Microsoft UET Consent Mode ensures seamless compliance with both Microsoft’s policies and global privacy laws.

Here are the benefits of using Usercentrics Cookiebot CMP together with Microsoft UET Consent Mode:

Automated Microsoft compliance

By using Usercentrics Cookiebot CMP, businesses can automate their compliance with Microsoft’s advertising policies and regional data privacy regulations. Usercentrics Cookiebot CMP ensures that Microsoft UET only collects data from users who have consented, keeping your campaigns compliant with Microsoft’s privacy requirements.

Seamless integration with Microsoft Ads

Usercentrics Cookiebot CMP is the first CMP to offer automated implementation of Microsoft Consent Mode, making it easy for businesses using Microsoft Ads to remain compliant. With this integration, businesses can continue tracking conversions, optimizing campaigns, and running remarketing efforts in line with Microsoft’s privacy compliance policies.

Enhanced tracking accuracy

Using Consent Mode ensures that the data collected via Microsoft UET is accurate and aligned with user consent. This reduces the risk of skewed data and helps businesses maintain high-quality insights that are essential for optimizing Microsoft Ads campaigns.

Compliance-ready remarketing

With Microsoft UET and Consent Mode, businesses can continue to run Microsoft ads remarketing campaigns that comply with Microsoft’s policies. Usercentrics Cookiebot CMP ensures that only the necessary data is collected from users who provide consent, allowing businesses to reach targeted audiences effectively while staying compliant.

Customizable cookie consent banners

Usercentrics Cookiebot CMP enables businesses to customize their cookie consent banners to match the branding of their website. This creates a cohesive user experience while ensuring that visitors understand how their data will be used and tracked.

Who should use Microsoft UET Consent Mode?

Any business running ads on Microsoft Ads should use Microsoft UET Consent Mode to ensure compliance with data privacy regulations and Microsoft’s policies.

This is especially important for companies operating in regions governed by strict privacy laws like the GDPR in Europe or the CPRA in California. If your business relies on data-driven decisions, remarketing efforts, or conversion tracking, using UET Consent Mode ensures that you are respecting user privacy while still accessing valuable insights.

Microsoft UET Consent Mode and global privacy laws

Microsoft UET Consent Mode is designed to help businesses comply with a range of international data privacy laws, such as the GDPR, CCPA, and the ePrivacy Directive. These laws require companies to obtain explicit user consent before collecting data for marketing or tracking purposes.

By integrating UET Consent Mode, businesses can ensure that their tracking is automatically adjusted based on the user’s location and consent preferences, preventing unauthorized data collection and avoiding costly legal consequences.

Beyond following the law, using UET Consent Mode shows that your business values user privacy. In today’s world, where data breaches can severely damage a company’s reputation, taking privacy seriously can help build trust and give your business a competitive edge.

Protect your business and customer trust with Microsoft UET Consent Mode

Microsoft UET Consent Mode is essential for businesses advertising through Microsoft Ads. By using tools like Usercentrics Cookiebot CMP, you can automate consent management, ensure compliance with global privacy laws, and continue running effective ad campaigns.

Staying compliant not only protects your business from fines and penalties but also builds customer trust, which is vital for long-term success.