What is Microsoft Consent Mode (UET) and why does it matter?
Universal Event Tracking (UET) is Microsoft Advertising's tracking system that allows you to measure conversions, optimise campaigns and activate remarketing across Microsoft Ads and the entire Microsoft partner network.
Microsoft Consent Mode is the Microsoft-ecosystem equivalent of Google's Consent Mode: it allows the UET tag to adapt its behaviour based on the consent expressed by the user, ensuring that no data is collected or transmitted to Microsoft without a valid legal basis.
Since 5 May 2025, implementing Consent Mode has become mandatory for all sites using Microsoft Ads in the EEA (European Economic Area). Without it, Microsoft may limit measurement and remarketing capabilities, and campaigns can suffer a significant drop in performance.
How does it work in detail?
UET Consent Mode is based on a single main parameter, the ad_storage property, which controls whether the UET tag is authorised to read and write cookies on the user's device.
ad_storage value |
UET behaviour |
|---|---|
granted |
First- and third-party cookies can be freely read and written by UET. Conversion tracking and remarketing work in full. |
denied |
First-party cookies are neither read nor written by UET. Third-party cookies can only be read for fraud and spam prevention purposes, not for advertising or targeting. |
The signal is sent via the window.uetq object, which the UET tag reads before performing any operation. My Agile Privacy® updates this object automatically every time the user visits the site or changes their preferences in the banner.
How to enable Microsoft Consent Mode with My Agile Privacy®
My Agile Privacy® offers native, certified support for UET Consent Mode, with no manual changes to the site's code required.
Implementation
- Log in to your WordPress admin panel.
- Locate the "Enable Microsoft UET Consent Mode" entry in the Privacy Settings -> Consent panel and enable the option.
- Save the settings.
The signal is automatically sent to Microsoft via the window.uetq property every time the user visits the site or changes their preference in the banner.
How to verify that UET Consent Mode is active
Method 1 — Consent Mode V2 Inspector (recommended)
The fastest and most complete way to verify the implementation is Consent Mode V2 Inspector, the free Google Chrome extension developed by My Agile Privacy®.
Unlike other tools, it monitors three systems simultaneously in real time within a single interface: Google Consent Mode v2, Microsoft UET and Microsoft Clarity. Signals update with every change the user makes to their preferences in the banner.
The extension collects no data: all monitoring happens locally in the browser.
👉 Install Consent Mode V2 Inspector from the Chrome Web Store
Method 2 — UET Tag Helper
Microsoft provides the UET Tag Helper plugin for Edge and Chrome. This tool shows in real time whether the UET tag is active, whether it is receiving the correct consent signals, and whether conversions are being recorded as expected.
You can find it in the browser extension store by searching for "UET Tag Helper", or download it from the official Microsoft Advertising documentation.
Don't have My Agile Privacy® yet?
UET Consent Mode is just one of the integrations included in all My Agile Privacy® plans. With a single licence you get certified support for Google Consent Mode v2, Microsoft UET, Microsoft Clarity, IAB TCF 2.3 and over 18 international privacy regulations.
Buy now and become compliant in less than 3 minutes →
Questions or issues with Microsoft Consent Mode and My Agile Privacy®? Contact us. Our team will guide you from installation to resolving any issues.
