As one of the CMPs that Microsoft highlights as supporting their consent mode, you can easily get started with activating Microsoft UET Consent Mode in CookieHub.
First, ensure that you are using CookieHub CMP version 2.8.8 version or later, as older versions will cause tracking data loss if UET Consent Mode defaults are implemented.
Implementation is easy; simply follow the instructions.
CookieHub also supports integration between UET and the IAB Transparency and Consent Framework (TCF) v2.0 string.
By adding a simple script, you enable UET to read the TCF string and adjust its behavior according to the user’s consent preferences.
UET Consent Mode manages data in two ways. One way is that tags only fire and send data after explicit consent is granted. The other way refers to modeling and anonymized data collection after consent is denied. It is important to note that this second way is considered advanced functionality that aims to provide insights into user behavior without identifying individuals, enabling conversion and behavioral modeling in other Microsoft tools.
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Microsoft’s UET Consent Mode is Microsoft Advertising’s mechanism to adjust the behavior of UET tags based on user consent. It lets you manage when and how cookies are stored for advertising purposes — giving you a path to stay compliant while retaining valuable campaign insights.
True consent, better data
Before UET Consent Mode, tracking would simply be blocked when users withdrew consent, and you'd lose insight into conversion performance. With UET Consent Mode and a capable CMP (like CookieHub), you can recover a more complete view of campaign performance while respecting user choices.
Microsoft UET Consent is required
Microsoft requires all advertisers serving users in the EEA, UK, or Switzerland to provide valid user consent signals when using UET tags. Without this, conversion tracking and remarketing features may be disabled.
Implementing UET Consent Mode helps you continue to use Microsoft Advertising features legally, while making sure campaign reporting and optimization run smoothly.
Consent Mode works by letting users express consent (or decline it) before any Microsoft UET tag behavior is allowed. Once consent is set, the CMP sends signals to UET tags to determine what level of tracking is permitted.
What CookieHub provides:
Seamless tag adaptation:
The CookieHub front end handles injecting the correct uetq.push('consent', …) commands based on user state.
No manual coding required:
Once enabled, the system ensures UET tags only fire when allowed.
Ongoing compliance updates:
As Microsoft updates its requirements, CookieHub will push updates so you stay aligned.
With CookieHub as your CMP, you get full control of consent, from scanning, to blocking, to compliance audit logs and reporting.
CookieHub helps you stay compliant automatically, handling consent collection, storage, vendor lists, versioning, and audits — including for Microsoft UET.
Even when users deny consent, you’ll capture the proper signals and avoid surprises in ad platforms. When they agree, you get the full detail needed to optimize campaigns.
Customize your banners and consent flows so they align with your brand. Build transparency that drives conversions, rather than blocking them.
Microsoft UET Consent Mode framework by Microsoft Advertising lets universal event tags adjust their behavior based on user consent. It uses a consent signal parameter (ad_storage) to grant or deny tracking.
To comply with privacy laws like GDPR, ePrivacy, and the Digital Markets Act. UET Consent Mode ensures advertisers can only track users after consent is obtained — aligning with Microsoft’s policies.
CookieHub (your CMP) passes the user’s consent choice to UET tags via calls like: window.uetq = window.uetq || []; window.uetq.push('consent', 'default', { 'ad_storage': 'denied' }); And when the user gives consent, it becomes: window.uetq.push('consent', 'update', { 'ad_storage': 'granted' }); Microsoft’s UET template and best practice guides ensure sequencing is correct (consent first, then the UET tag) to avoid premature firing.
If the user denies consent, UET tags cannot set or read advertising cookies (ad_storage = denied). You will not get detailed attribution for those users. Microsoft does not currently support fallback modeling in that scenario.
Yes, for any site using Microsoft Advertising’s UET tags targeting users in the EEA, UK, or Switzerland. From May 5, 2025 onward, Microsoft has required valid consent signals.
UET-based conversion tracking and remarketing features may stop working for visits originating from those regions, harming your campaign performance.
While technically possible to implement manually, a CMP like CookieHub greatly simplifies compliance — handling consent banners, state management, signals, uniform behavior across pages, and audit logs. Without it, your setup becomes fragile and hard to maintain reliably.
Not only does CookieHub CMP work seamlessly with Microsoft UET, CookieHub is listed as one of the CMPs that Microsoft acknowledged as supporting their consent mode.
Microsoft uses a simpler ad_storage binary model (granted/denied) rather than the multi-parameter model in Google’s Consent Mode. Microsoft does not currently provide robust conversion modeling fallback when consent is denied — you either get full tracking or none. Because of this, the quality of your CMP integration and signal transmission is especially critical.
Any business using Microsoft Ads (UET tags) in markets like the EU, UK, or Switzerland should care deeply about UET Consent Mode. Advertisers & agencies: ensures you continue to measure ad performance under consent constraints. Marketers: helps retain signal quality and prevent data blind spots due to consent blocking. Website owners / publishers: allows you to stay compliant while enabling advertising measurement for your partners.
In the following ways, UET Consent Mode can help with the success of conversions and ad campaigns: Preserve measurement: Even when many users deny consent, by appropriately managing consent signals, you reduce the amount of lost attribution. Improve ad tracking: When consent is granted, UET tags operate normally — capturing conversions, remarketing, and event details. Better optimization (within limits): With reliable conversion data from consenting users, optimization algorithms in Microsoft Ads can still function effectively. Compliance + performance balance: You don’t have to choose between stopping all tracking or ignoring consent laws — UET Consent Mode gives you structured signal control that supports both.
Use Microsoft’s UET Tag Helper browser extension to inspect UET tags. Before consent, you should see asc = "D" (Denied); after consent, asc = "G" (Granted). In your CMP dashboard (CookieHub), you should see logs of consent events and signal transmissions. Use network dev tools: check requests to uetq or Microsoft endpoints to ensure the consent commands occur before tag firing. Any debugging guides for UET Consent Mode walk you through verifying sequencing and state transitions.
The major global data privacy regulations are covered by UET Consent, including: GDPR (EU) — ensures personal data processing for tracking only occurs with consent ePrivacy Directive — governs cookie and tracker behavior and timing Digital Markets Act (DMA) — influences Microsoft’s obligations as a gatekeeper platform Local privacy laws — regions may add further constraints
UET Consent Mode alone does not guarantee full compliance with GDPR or other privacy regulations. It is, though, required in order to be compliant with Microsoft’s rules for advertising to users in the EU, UK, EEA, and Switzerland. It must be part of a holistic privacy program including notices, data minimization, purpose limitation, and your overall privacy policy.
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