Consent-Ready CMP for Microsoft UETKeep Microsoft Advertising/UET & Microsoft Clarity running smoothly with a compliant consent banner that syncs user consent signals to Microsoft automatically, protecting your campaigns and insights across the globe.
Keep your Microsoft Advertising signals flowing while respecting user consent across regions. Built-in Microsoft Clarity support ensures that you don't miss valuable insights.
Concord keeps UET, analytics, and marketing tags aligned so consented events stay accurate.
Capture high-quality conversion data with compliant consent flows and actionable reporting.
Short answers for advertisers, marketers, and privacy teams who run Microsoft Advertising or Clarity.
Universal Event Tracking (UET) is the tag Microsoft Advertising uses for conversion tracking and remarketing lists. UET Consent Mode lets that tag adjust its cookie access based on whether the visitor consented.
The signal is one property, ad_storage, with two values. Granted means first-party and third-party cookies may be read and written for UET. Denied means first-party cookies are not read or written, and third-party cookies are not written.
Yes, for visitors from the European Economic Area, the United Kingdom, and Switzerland. Microsoft Advertising requires advertisers who use UET to provide consent signals, through either Consent Mode for UET or the IAB Transparency and Consent Framework. Microsoft began enforcing this for all clients with end users in those regions from May 5, 2025.
Microsoft states that if you use UET without either, it will stop tracking your UET-based conversions and populating your remarketing lists. For most other countries, UET treats an unset consent value as granted.
Microsoft names MUID, _uetvid, _uetsid, _uetsid_exp, _uetvid_exp, and MSPTC as the cookies it checks. Microsoft reviews, among other criteria, whether any of them are set before the visitor interacts with the banner, or after the visitor clicks Refuse.
Both checks come down to timing. The signal has to read denied before the visitor chooses, and granted only after the visitor accepts.
With Basic Consent Mode, the UET tag is blocked and no data is collected until the visitor grants consent. With Advanced Consent Mode, the tag loads immediately with consent set to denied, and if consent stays denied only anonymized data is collected and later aggregated before modeling.
Microsoft recommends Advanced as the technical best practice because it enables more precise modeling. In the regions where Microsoft enforces Consent Mode, the default value is denied, and you pass granted when the visitor accepts.
Microsoft says it currently plans to enforce consent based on the ad_storage value only. You can also send ad_user_data and ad_personalization if your compliance needs call for it.
You can send consent to UET with Consent Mode or with the TCF, but Microsoft says never to use both at once. Concord supports both, and the TCF option is covered on the IAB TCF page.
Microsoft Clarity is Microsoft’s free analytics tool, with heatmaps and session recordings. Since October 31, 2025, Clarity enforces consent signal requirements for visits from the EEA, the UK, and Switzerland. Without a valid signal, Clarity changes its reporting: sessions are counted as pageviews, every pageview creates a new session, every user counts as unique, and multi-step funnels show a full drop-off.
If you use the UET and Clarity integration, Microsoft says to set the consent setting for Clarity separately. Concord has a single setting that covers both.
From deployment to ongoing consent syncing, Concord keeps your Microsoft Advertising tracking compliant and reliable.
Create a Concord project with regional privacy rules baked in so UET runs with the right consent defaults.
Launch Concord with a single line of code or through our extensive app library, then connect your Microsoft UET tag without slowing development.
Verify your consent flows, monitor conversion quality, and keep Microsoft Advertising audiences accurate over time.
Pick a setting, deploy Concord, and let the consent banner drive the tag.
Concord’s UET consent setting has three options, found under Privacy, Consent, Consent Settings, on the Integrations tab. Disabled turns the UET tag off completely, so it sends no data to Microsoft Advertising.
Enabled (UET Only) loads the tag immediately. When consent is denied it collects only basic, aggregated data using cookieless pings, and it upgrades to full tracking when consent is granted. Concord’s help docs note this is the default in many regions.
The third option, Enabled with Microsoft Clarity, integrates UET with Clarity so one tag handles ad tracking and behavioral analysis, including heatmaps and session recordings.
It applies Consent Mode principles: Clarity loads but waits for consent before it sets cookies or records sessions, and it respects the analytics_storage and ad_storage signals.
UET is one tag among many on most sites. Concord blocks non-essential cookies and scripts until consent where your regional settings require it, and the UET setting above decides how the Microsoft tag behaves when consent is denied.
If you also run Google Ads or Google Analytics, the same consent banner can send Google Consent Mode signals. One banner, two sets of signals.
Three checks, all using Microsoft’s own tools.
Microsoft’s UET Tag Helper browser extension, for Edge and Chrome, shows an asc parameter on each UET event. Before the visitor chooses, it should read denied or the tag should not fire. After the visitor accepts, it should read granted on every later event.
In the developer tools console, window.uetq.uetConfig.consent.enabled returns true when UET Consent Mode is implemented. The adStorageAllowed property returns true after the visitor grants cookie consent, and false before consent or after a denial.
The Microsoft Advertising UET dashboard has a Consent signal column for each event type. Healthy means more than 75 percent of events in the past seven days carried a valid consent signal. Moderate means some did but not most, and Missing means none did.
Frequently Asked Questions
Microsoft requires consent signals from UET for visitors in the EEA, the UK, and Switzerland, through Consent Mode for UET or the IAB TCF. A consent management platform such as Concord collects the visitor’s choice and passes the result to the tag, so you do not have to build that logic yourself.
Microsoft states that it will stop tracking your UET-based conversions and populating your remarketing lists. Campaign performance suffers because tracking and targeting features that rely on UET data are lost.
Microsoft recommends Advanced Consent Mode, where the tag loads immediately with consent denied and collects only anonymized data until the visitor consents. Concord’s Enabled (UET Only) setting also loads the tag immediately and collects only basic, aggregated data when consent is denied.
Microsoft enforces Consent Mode for the EEA, the UK, and Switzerland. For most other countries, UET treats an unset consent value as granted. Microsoft also says you remain responsible for complying with local regulations when you collect and manage consent.
Yes. Concord’s Enabled with Microsoft Clarity setting integrates UET with Clarity on one tag. Clarity loads but waits for consent before setting cookies or recording sessions, and it respects the analytics_storage and ad_storage signals.
Since October 31, 2025, Microsoft has enforced consent signals for Clarity visits from the EEA, the UK, and Switzerland. Without consent, sessions are counted as pageviews, each pageview creates a new session, every user appears unique, and funnels with several steps show a full drop-off. Session recordings increase in number but are shorter.
Use Microsoft’s UET Tag Helper to check that the asc parameter reads denied before consent and granted after. In the browser console, window.uetq.uetConfig.consent.enabled should return true. The Consent signal column in the UET dashboard shows Healthy when more than 75 percent of recent events carry a valid signal.
Yes. Microsoft accepts either one, but never both at once. Concord supports IAB TCF v2.4, and you add Microsoft (Vendor ID 1126) and Xandr (Vendor ID 32) to your vendor list if you choose that route.
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