TLDR: Microsoft Ads UET Tag requires consent in the EU. Bonus: UET respects Google Consent Mode signals, which GetCookies sets automatically. Double protection.
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Microsoft Advertising's Universal Event Tracking (UET) powers conversion tracking for Bing Ads. Good news: UET respects Google Consent Mode signals. GetCookies handles both the signals and script blocking.
*Summary by Claude AI*
## Microsoft Ads: The Underrated Channel
While everyone fights for attention on Google and Meta, Microsoft Ads often delivers better CPCs. Bing users tend to be older, more affluent, and ready to buy.
But the Universal Event Tracking (UET) tag still needs consent in the EU.
## The Good News: UET Respects Google Consent Mode
Microsoft UET reads Google Consent Mode signals. GetCookies sets these automatically:
```javascript
// GetCookies sets these before UET loads
gtag('consent', 'default', {
'ad_storage': 'denied',
'ad_user_data': 'denied',
'ad_personalization': 'denied'
});
```
This means UET gets consent signals even without explicit blocking. But for maximum compliance, blocking until consent is still the safest approach.
## The GetCookies Implementation
```html
```
The `type="text/plain"` blocks execution. GetCookies activates it after marketing consent.
## Double Protection
With GetCookies and UET:
1. **Google Consent Mode signals** - GetCookies sets these automatically
2. **Script blocking** - UET doesn't even load until consent
Belt and suspenders. Maximum compliance.
## Conversion Tracking
After consent:
```javascript
// Revenue conversion
window.uetq = window.uetq || [];
window.uetq.push('event', 'purchase', {
'revenue_value': 99.99,
'currency': 'USD'
});
// Custom event
window.uetq.push('event', 'signup', {});
// Page load (usually automatic)
window.uetq.push('pageLoad');
```
## Dynamic Loading Pattern
```javascript
window.addEventListener('getcookies:consent', (e) => {
if (e.detail.marketing && !window.uetLoaded) {
loadUET();
window.uetLoaded = true;
}
});
function loadUET() {
(function(w,d,t,r,u){
var f,n,i;
w[u]=w[u]||[],f=function(){
var o={ti:"YOUR_TAG_ID", enableAutoSpaTracking: true};
o.q=w[u],w[u]=new UET(o),w[u].push("pageLoad")
},
n=d.createElement(t),n.src=r,n.async=1,n.onload=n.onreadystatechange=function(){
var s=this.readyState;
s&&s!=="loaded"&&s!=="complete"||(f(),n.onload=n.onreadystatechange=null)
},
i=d.getElementsByTagName(t)[0],i.parentNode.insertBefore(n,i)
})(window,document,"script","//bat.bing.com/bat.js","uetq");
}
```
## Testing
1. Use UET Tag Helper browser extension
2. Check Microsoft Advertising conversion tracking
3. Verify events only fire after consent
## The Bottom Line
Microsoft Ads UET needs consent management. With GetCookies you get:
1. **Automatic Consent Mode signals** - UET respects these
2. **Script blocking** - Extra protection with data-cookieconsent
3. **One implementation** - Works for all your pixels
---
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