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Microsoft UET & Clarity

Advanced Microsoft Consent Mode for UET and Clarity

Microsoft Consent Mode implementation for UET (Universal Event Tracking) and Clarity. We configure the required consent signals in your tag manager, validate that UET and Clarity respond correctly to each consent state, and verify that behavioural modelling is active in Microsoft Advertising.

Microsoft UET GDPR Compliance Implementation

Microsoft Consent Mode for UET and Clarity: consent signal configuration, four-state network testing, and conversion modelling verification in Microsoft Advertising.

Best for

Businesses with Google Consent Mode implemented who realise their Microsoft UET and Clarity tags are not subject to the same consent controls.

  • 4-8 hours, CMP and Google Consent Mode already required
  • Covers both UET and Clarity in one engagement
  • Coexists with existing Google Consent Mode in GTM
  • Conversion modelling activation verified in Microsoft Advertising

Overview

How to know if you need Microsoft Consent Mode for UET and Clarity

  • You have Google Consent Mode implemented but have never applied equivalent consent controls to your Microsoft UET and Clarity tags.
  • UET or Clarity are currently firing on page load regardless of what users choose in your cookie banner.
  • You have EU traffic and your Microsoft Advertising account is not showing any modelled conversions, suggesting consent signals are absent.
  • A compliance review has flagged Microsoft tags as firing before or without consent.
  • You want both your Google and Microsoft measurement tags to behave consistently with user consent choices.

What Microsoft Consent Mode for UET and Clarity covers

  • Microsoft Consent Mode configured for both UET and Clarity in your tag manager.
  • Consent default and update commands for Microsoft's consent framework added in the correct firing order alongside your existing Google Consent Mode setup.
  • CMP callback mapped to Microsoft's consent parameters so user choices propagate to both UET and Clarity correctly.
  • Network interception testing across all four consent states confirming UET and Clarity respond correctly to each user choice.
  • Conversion modelling status verified and documented in your Microsoft Advertising account.

Microsoft Consent Mode for UET and Clarity outcomes

  • UET and Clarity tags that respect user consent choices, confirmed via network testing across all four consent states.
  • Conversion modelling active in Microsoft Advertising, recovering attribution from users who decline cookies.
  • Implementation documentation covering the full configuration and how it coexists with your Google Consent Mode setup.

Microsoft Consent Mode scope and hours

  • 4-8 hours.
  • A CMP must already be in place before work starts.
  • Google Consent Mode should already be configured in GTM, as Microsoft Consent Mode runs alongside it.
  • GTM container access required for configuration.

What makes our Microsoft Consent Mode implementation different

  • We cover both UET and Clarity in one engagement, not just one of the two.
  • Microsoft Consent Mode coexists with your existing Google Consent Mode in GTM. We configure both to run correctly side by side.
  • All four consent states are tested via network interception, not just the rejected and accepted states.
  • Conversion modelling activation is verified in your actual Microsoft Advertising account, not assumed based on configuration.
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Free

Free Generic Tracking

A high-level review of your overall tracking setup: event coverage, obvious configuration errors, attribution quality, and the highest-impact quick wins across your analytics and ad platforms.

Tracking Setup Quick Wins Analytics Ad Platforms
Free

Free GTM Container

A surface-level review of your Google Tag Manager container: tag count, obvious duplicates, missing consent triggers, broken references, and the highest-impact issues. Delivered as a written summary.

GTM Tag Inventory Consent Triggers Duplicates
Free

Free Consent Mode

A basic review of your Google Consent Mode v2 implementation: whether it is configured, which mode is active (Basic or Advanced), and whether consent states appear to be respected by your key tags.

Consent Mode v2 CMP GDPR Tag Firing
Free

Free Website Performance

A Lighthouse-based snapshot of your Core Web Vitals on key page templates, with a basic assessment of how your tag stack is affecting page speed. Delivered as a written summary with the top tag-related performance issues identified.

Core Web Vitals Lighthouse Tag Load Impact Page Speed
Free

Free GA4 Analytics

A spot-check of your GA4 property: event volume, obvious tracking gaps, and a comparison of your reported conversion numbers against expected behaviour. Delivered as a written summary with the top issues identified.

GA4 Event Coverage Conversion Gaps Data Quality
Our approach

How we deliver Advanced Microsoft Consent Mode for UET and Clarity.

A structured process built around your stack, your team, and your data.

01

Current state review

We assess how UET and Clarity are currently deployed in GTM and whether any consent controls are already in place.

02

Microsoft Consent Mode configuration

Consent default and update commands for Microsoft's consent framework are added to GTM in the correct firing order, alongside your existing Google Consent Mode setup.

03

CMP integration

Your CMP's consent callback is mapped to Microsoft's consent parameters so user choices propagate to both UET and Clarity correctly.

04

Four-state network testing

Network interception across all consent states confirms that UET and Clarity tags respond correctly to each user choice.

05

Modelling verification

Conversion modelling status in Microsoft Advertising is verified and documented so you have evidence the setup is working.

Frequently Asked Questions

What is Microsoft UET?
Universal Event Tracking (UET) is Microsoft Advertising's equivalent to the Google Ads conversion tag. It tracks conversions and audience behaviour for Microsoft Advertising campaigns running on Bing and the Microsoft Audience Network.
What is Microsoft Clarity and does it need consent?
Clarity is Microsoft's session recording and heatmap tool. It collects behavioural data including mouse movements and clicks. Under GDPR it requires consent before collecting that data from EU users.
Can Microsoft Consent Mode coexist with Google Consent Mode in the same GTM container?
Yes. Both frameworks use separate consent parameters and can run in the same GTM container without conflict. We configure them to coexist correctly.
Do I need a CMP already in place?
Yes. Microsoft Consent Mode communicates user choices from your CMP to the UET and Clarity tags. Without a CMP there is no consent signal to pass through.
What is conversion modelling in Microsoft Advertising?
When Microsoft Consent Mode is active, Microsoft Advertising can use statistical modelling to estimate conversions from users who declined cookies, partially recovering attribution data lost to consent refusals. We verify this feature is active in your account after implementation.

Pairs well with

01

Consent Mode Implementation

Google Consent Mode v2 setup with CMP integration, correct default and update states, and behavioural modelling activation. Works with any CMP.

02

Advanced Google Consent Mode Setup for GA4

Advanced Consent Mode v2 setup and validation for GA4.

03

Advanced Google Consent Mode Setup for Google Ads

Consent Mode v2 setup and validation for Google Ads. Correct consent signals in your tag manager, conversion modelling verified as active, and all four consent states tested to confirm tags respond correctly.

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