Microsoft Ad Tracking/ Consent Mode

Hi Joi,

Thank you for reaching out to the Microsoft Advertising Learn Q&A Platform!
I understand from your message that you’re experiencing difficulties with conversion tracking after implementing Consent Mode on your website. In many cases, these issues are caused by an incorrect or incomplete Consent Mode setup.

To check if your UET tag is correctly passing Consent Mode using the UET Tag Helper, please follow these steps:

1. Install the UET Tag Helper

-          Microsoft Edge: Select Get → Add extension.

-          Google Chrome: Select Add to Chrome → Add extension.

-          Once installed, you’ll see the UET Tag Helper icon in your browser.

2. Enable the UET Tag Helper

-          Go to the webpage where your UET tag is installed.

-          Click the UET Tag Helper icon.

-          Toggle it On and refresh the page.

3. Inspect the asc Parameter

-          In the UET Tag Helper results, look for the Page Load event.

-          Check the asc parameter:

-          granted → Consent given.

-          denied → Consent denied.

-          Expected behaviour:

-          Before consent: asc should be denied (or no UET events should fire).

-          After consent: asc should be granted for all subsequent UET events.

4. Optional Developer Console Checks

Open your browser’s Developer Tools → Console and run:

// Check if Consent Mode is enabled

window.uetq.uetConfig.consent.enabled

// Check if ad storage consent is granted

window.uetq.uetConfig.consent.adStorageAllowed

• true = consent granted
• false = consent denied or not yet given

5. Verify in Microsoft Advertising

-          Go to Conversions → UET tag.

-          Check the Consent Signal column:

-          Healthy: >75% of events have valid consent signals.

-          Moderate: 0–75% coverage.

-          Missing: No valid consent signals.

Always pass either granted or denied for ad_storage on every page load, based on the user’s choice, to stay compliant and avoid conversion loss in EEA, UK, and Switzerland.

FAQ: UET and user consent
Setting up UET for Consent Mode
Google Tag Manager template: Consent mode)
Test conversion goals and audiences with UET Tag Helper
Why am I not recording conversions or tracked revenue?

I hope the information provided here will at least partly answer your question. For us to make sure that we are able to address the issue, I'll be sending a private message on your inbox, please check your private message for further assistance.

Our support teams are happy to discuss your account in more detail via phone, chat or email to provide review assistance, please see our support page to reach out!

Kind regards, 

Dagmara | Microsoft Advertising Support Specialist | 800-518-5689

If your UET tag is not recording any activity after implementing consent mode updates, there are a few things you can check:

1. Consent Mode Configuration: Ensure that you have properly enabled Consent Mode in your project settings. This is crucial as it ensures that your tracking respects user privacy choices and only collects data when appropriate consent has been granted.
2. User Consent Signals: Make sure that you are correctly passing user consent signals to the UET tag. If consent has not been granted, the UET tag will not record any conversions. You might need to verify that the consent mechanism you are using is functioning correctly.
3. UET Tag Placement: Confirm that the UET tag is correctly placed on every page of your website. If the tag is missing from any page, it will not be able to track user activity effectively.
4. Testing and Debugging: Use tools like browser developer tools to check if the UET tag is firing correctly on your pages. Look for any JavaScript errors that might prevent the tag from executing.
5. Consult Documentation: Review the Microsoft Advertising documentation on Universal Event Tracking and consent management to ensure that all steps have been followed correctly.

If you continue to experience issues, consider reaching out to Microsoft Advertising support for further assistance.

References:

• Universal Event Tracking
• Managing consent