Microsoft Consent Mode : all you need to know
SEO Expert
In a world where data protection and regulatory compliance have become major issues, advertisers need to ensure that their tracking tools respect users' choices in terms of consent. Microsoft Consent Mode is a solution that enables Microsoft to tailor the collection of advertising data to users' preferences. But what exactly does it involve? How does it differ from Google Consent Mode ? And why should you do it? Find all the explanations below.
What is Microsoft Consent Mode?
Microsoft Consent Mode is a function which allows you to adapt the way in which the advertising tracking tags of Microsoft Ads collect and send data on the basis of user consent.
Data protection regulations, in particular the Digital Services Act (DSA) and the Digital Markets Act (DMA), now require companies operating in the European Economic Area (EEA) and in the United Kingdom to obtain the explicit consent of Internet users before collecting any personal data.
To comply with these new obligations, Microsoft has developed its own consent mode (UET), in the image of Google, to ensure that users' information is processed transparently and in compliance with these rules.
In practical terms, when a user visits a website, they can choose to accept or refuse cookies linked to advertising tracking. If a user refuses tracking, Microsoft Consent Mode automatically adjusts advertising tags to limit data collection without blocking ads completely.
How does Microsoft Consent Mode work?
As with the Google Consent Mode, Microsoft offers 2 modes for its UET consent:
- Basic mode : the data is sent to Microsoft only after the advertising cookies have been accepted.
- Advanced mode : If you refuse advertising cookies, the data is anonymised and aggregated and sent to Microsoft, and the cookies are neither deposited nor read. If cookies are accepted, tracking will function normally.
What are the differences with Google Consent Mode?
Although Microsoft Consent Mode is inspired by Google Consent Mode, there are some notable differences:
Ecosystem concerned :
- Google Consent Mode works with Google Ads, Google Analytics and other Google services.
- Microsoft Consent Mode is specific to Microsoft Ads and applies to advertising delivered via Bing and its partners.
Use of consent mode variables :
- Google's consent mode uses several variables: variables linked to consent for analysis platforms such as GA4 (analytics_storage) and variables linked to consent for advertising platforms (ad_storage, ad_user_data & ad_personnalization).
- Microsoft relies solely on the ad_storage advertising consent variable.
Why should you set up Microsoft Consent Mode?
The implementation of Microsoft Consent Mode offers a number of advantages:
- Compliance with regulations : With increasingly strict laws on the protection of personal data (RGPD in Europe, CCPA in the United States), it's crucial to ensure that your website and advertising campaigns are compliant.
- Improved measurement of advertising performance : Without this mode, if a user refuses cookies, no data is sent to Microsoft Ads. With Microsoft Consent Mode, you can still recover anonymised signals to better analyse the impact of your campaigns.
- Impact on your conversions : Without the integration of Microsoft's UET consent mode, it is highly likely that conversions will fall. It will then be difficult to attribute these conversions to your campaigns.
When should Microsoft Consent Mode be integrated?
The integration of Microsoft Consent Mode is recommended in several cases:
- If your site receives traffic from the EEA, the UK or Switzerland, where data protection laws impose strict compliance with user consent.
- If you use Microsoft Ads to promote your products or services and to ensure effective tracking of conversions.