Microsoft Consent Mode is gradually becoming more prominent in the digital advertising world. If you’re running Microsoft Advertising campaigns, it’s essential to understand how this feature can impact your campaigns, especially regarding conversion tracking and audience targeting.

At the core of Microsoft Consent Mode is Universal Event Tracking (UET). This tool enables crucial features like conversion tracking, audience targeting, and automated bidding strategies. Consent Mode ensures that UET tags collect user consent signals before sending any data, which helps you maintain accurate conversion tracking and retargeting, even when user consent varies.

Here are some key points to know about Microsoft Consent Mode:

1. Place the UET Consent Mode script early: The UET Consent Mode script should be positioned as high as possible in the head section of your webpage to ensure efficient tracking.
2. Load UET before user interaction: The UET tag must load before users interact with the consent banner, but the default setting for Consent Mode should be set to “denied” until user consent is provided.
3. Integration with Google Consent Mode: Microsoft plans to support the use of your existing Google Consent Mode set up through the official UET Template, simplifying integration for those already using Google’s system.
4. Conversion data modeling: Microsoft is working on modeling conversion data to help provide accurate insights, even when users do not consent to full tracking.
5. Conversion Mode impact reporting: Microsoft will soon offer reporting that shows the impact of Consent Mode on your campaigns, allowing you to assess how consent decisions affect your performance metrics.
6. CMP support with Cookiebot Web CMP: Cookiebot Web CMP by Usercentrics already supports Microsoft UET Consent Mode. This CMP is a market leader in consent banners and Consent Mode integrations, making it a recommended option for ensuring compliance.

Implementing Microsoft Consent Mode is crucial to maintaining the effectiveness of your advertising campaigns while respecting user privacy. Make sure you are ready for these changes and take advantage of the tools available to optimize your campaigns.

These are the insights of PPC expert Thomas Eccel. Have you implemented Microsoft Consent Mode yet? Now is the time to ensure your campaigns are compliant and ready for the future of advertising.