Microsoft UET and Consent: How to Track Bing Ads Conversions Compliantly in 2026
Microsoft Advertising (formerly Bing Ads) is the second-largest search advertising platform. Its Universal Event Tracking (UET) tag works like Google's gtag — it tracks conversions, audiences, and remarketing. But just like Google tags, UET requires consent under GDPR and CCPA. Most CMPs focus exclusively on Google. Here is how to handle Microsoft UET consent properly.
What Is Microsoft UET?
UET is a JavaScript tag that you place on your website. It tracks page views, conversions, and builds remarketing audiences for Microsoft Advertising campaigns. Like any tracking tag, it processes personal data (IP addresses, click IDs, device information) and therefore requires consent.
Why Most CMPs Miss Microsoft
The CMP market is Google-centric. Consent Mode V2 handles Google tags. TCF 2.3 handles programmatic. But Microsoft UET falls outside both frameworks. Most CMPs do not send consent signals to Microsoft tags, which means either UET fires without consent (illegal) or it never fires (lost data).
- UET firing without consent = GDPR violation
- UET blocked entirely = lost Microsoft Ads conversion data
- No consent signal to Microsoft = inaccurate audience building
The Correct Setup
- Step 1: CMP collects consent including a category for Microsoft/advertising
- Step 2: UET tag fires only when advertising consent is granted
- Step 3: If consent denied, UET does not load — no data sent to Microsoft
- Step 4: Use Microsoft's consent mode API to pass consent state natively
FlexyConsent: Microsoft UET Built In
FlexyConsent is one of the few CMPs that includes native Microsoft UET consent support alongside Google Consent Mode V2 and IAB TCF 2.3. One banner, one consent choice — all three platforms handled simultaneously.
- Microsoft UET consent — native, not a workaround
- Google Consent Mode V2 Advanced
- IAB TCF 2.3
- 43+ languages
- From €0/month
FlexyConsent — Google + Microsoft + IAB in one CMP.
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