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Microsoft UET Consent Mode

Your UET tag hears every choice.

Microsoft Advertising asks for a consent signal on visits from the EEA, the UK and Switzerland.1 Kukie.io sets your UET tag's ad_storage from your cookie banner and updates it the moment a visitor chooses.

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Microsoft UET Consent Mode is available on every plan.

Watch the explainer

How UET Consent Mode works, choice by choice.

The one setting your UET tag reads, the switch that sends it, and every choice reaching the tag on the same page.

2 minutes 39 seconds, narrated, with captions in the player. The sites and rules in it are examples.

Read the transcript
  1. 0:00 If you run Microsoft Advertising campaigns, your UET tag needs to know one thing about every visitor. Did they agree to advertising cookies?
  2. 0:10 Microsoft UET Consent Mode is how it finds out. It has a single setting, ad storage, and it's either granted or denied.
  3. 0:18 Since 5 May 2025, Microsoft has asked for this signal on visits from the European Economic Area, the UK and Switzerland.
  4. 0:28 With Kukie.io, it's one switch. Open the Banner Editor, go to Integrations, and turn on Microsoft UET consent. Your UET tag stays where it is, and there's no tag ID to enter.
  5. 0:42 From then on, the banner pushes a consent default into your tag's queue as each page loads. If the tag hasn't loaded yet, Kukie.io creates the queue, and the tag picks it up when it starts.
  6. 0:53 The default follows your region rule. It's denied under opt-in, and granted under opt-out, notice only or hidden. A Global Privacy Control or Do Not Track signal you respect keeps it denied.
  7. 1:06 Only the Marketing category controls it. Here the visitor allows Analytics on its own, so ad storage stays denied.
  8. 1:14 Then they accept all. Kukie.io pushes an update, and ad storage is granted on the same page, with no reload.
  9. 1:22 You can see it in the Network panel. Filter for bat.bing. Requests sent before the choice carry asc=D, for denied. The ones after Accept all carry asc=G, for granted.
  10. 1:34 Changed their mind? The visitor reopens the banner and rejects, and the tag hears that too, on the same page. On every later page, Kukie.io restores the saved choice as the page loads.
  11. 1:47 Script blocking knows about it as well. With the switch on, Auto-block Scripts lets your UET tag load, and the tag follows the signal. With it off, the tag is held as a Marketing script until the visitor accepts Marketing, and no signal is sent.
  12. 2:02 To confirm the switch reached your banner, check its config in the Console. It reads true once you've saved.
  13. 2:09 It works on its own, or beside Google Consent Mode, Amazon Consent Signal and Microsoft Clarity, each from the same banner choice. On WordPress, the free Kukie.io plugin has its own Microsoft UET tab. Switch it on, save, and you're done.
  14. 2:25 Microsoft UET Consent Mode is available on every plan. Your UET tag hears every choice.

What Microsoft asks for

One signal, kept up to date.

UET Consent Mode has one setting, ad_storage. Here is what Microsoft's tag needs and where each part comes from.

What Microsoft Advertising asks for and what Kukie.io does
Microsoft asks forKukie.io
A consent signal for the EEA, the UK and Switzerland Sets ad_storage on every page, under every region rule you use.
ad_storage, granted or denied Follows your Marketing category.
The visitor's current choice Sends an update the moment the visitor chooses, with no page reload.
A returning visitor's choice Restores the saved choice as each page loads.

How it decides

What your UET tag receives, moment by moment.

The default comes from your region rule, and each choice updates it. Choose a moment to see the signal and the next request your tag sends.

Follows the category

Marketing

ad_storage

denied

Pushed into uetq

uetq.push('consent', 'default', { ad_storage: 'denied' })

The tag's next request

asc=D

The default under an opt-in rule, pushed as the page loads.

With script blocking

Two ways to run your UET tag.

The difference is what happens before a visitor chooses. Microsoft asks for the signal, so turn the switch on if you advertise to visitors in the EEA, the UK or Switzerland.

Microsoft UET Consent Mode on

The tag loads and follows the signal.

  1. The page loadsKukie.io pushes the default and lets your UET tag load.
  2. Before a choiceUnder an opt-in rule the tag runs with ad_storage denied.
  3. The visitor accepts MarketingThe update grants ad_storage on the same page.
The tag before a choice
Loads, with ad_storage denied
Consent signal
Sent on every page

With Kukie.io: Turn on the switch in Banner Editor, under Integrations.

Microsoft UET Consent Mode off

The tag waits for Marketing.

  1. The page loadsWith Auto-block Scripts on, the UET tag is held as a Marketing script.
  2. The visitor accepts MarketingKukie.io releases the tag.
  3. The tag loadsIt starts after the choice, without a consent signal.
The tag before a choice
Not loaded
Consent signal
None

With Kukie.io: Leave the switch off and turn on Auto-block Scripts in the Behaviour tab.

Check it yourself

Check it in two minutes.

You need your site and your browser's developer tools. Nothing here needs a Microsoft Advertising account.

1. The requests

Open Network and filter for bat.bing. Under an opt-in rule, select Accept all and watch the asc value change:

The first request fired before the choice, the next two after it, on the same page.

2. The setting

Open Console and check that the switch reached your banner. It reads true once you have saved it:

Microsoft's UET Tag Helper browser extension lists the same requests.

Before you start

What the signal needs from you.

Microsoft UET Consent Mode is one switch. These make sure the signal your tag reads is the right one.

Your UET tag

Kukie.io does not add the UET tag and needs no tag ID. Keep the tag in your pages or your tag manager.

Your region rules

The default before a choice comes from each region rule: denied under opt-in, granted under opt-out or notice only.

Learn more about region rules

Script blocking

With the switch on, Auto-block Scripts lets the UET tag load. With it off, the tag waits for Marketing.

Learn more about script blocking

A plan that includes it

Microsoft UET Consent Mode is available on every plan.

See pricing

Setup

One switch in the Banner Editor.

There are no tag changes and no code to write.

  1. Step 1: Add your site

    Create an account and add your website. Kukie.io gives you the embed code for your pages.

  2. Step 2: Turn on Microsoft UET

    In your site's Banner Editor, open Integrations and turn on Enable Microsoft UET consent.

  3. Step 3: Publish your banner

    Add the embed code to your site. Kukie.io sets ad_storage on every page and updates it on every choice.

Works on its own or beside the other consent signals

  • Google Consent Mode v2
  • Amazon Consent Signal
  • Microsoft Clarity
  • Google Tag Manager
  • Matomo

Documentation

Guides to setting it up.

Step-by-step guides in the Help Centre, and the other signals Kukie.io sends.

Questions about Microsoft UET Consent Mode

What is Microsoft UET Consent Mode?
It is how a website tells the Universal Event Tracking (UET) tag of Microsoft Advertising whether a visitor agreed to advertising cookies. It has one setting, ad_storage, which is either granted or denied. Microsoft has asked for a consent signal on visits from the EEA, the UK and Switzerland since 5 May 2025.
Does Kukie.io add the UET tag to my site?
No. Keep your UET tag where it is, in your pages or in a tag manager. Kukie.io sends the consent signal the tag reads, and you do not enter a tag ID.
Which Kukie.io category controls ad_storage?
Marketing. Accept all, or a saved choice with Marketing on, grants it. Every other choice, including Analytics on its own, leaves it denied.
What is the default before a visitor chooses?
It follows the region rule the visitor falls under. An opt-in rule starts denied, and an opt-out, notice-only or hidden rule starts granted. A Global Privacy Control or Do Not Track signal your site respects keeps it denied.
Does my UET tag load before a visitor chooses?
With Microsoft UET Consent Mode on, yes. Kukie.io lets the tag load and the tag follows ad_storage. With it off and Auto-block Scripts on, the tag is held as a Marketing script until the visitor accepts Marketing.
What does the UET tag do while ad_storage is denied?
It runs without its advertising cookies, and its requests carry asc=D instead of asc=G. Microsoft documents the details of what the tag sends in that state.
How do I check that it works?
Open your browser's developer tools, then Network, and filter for bat.bing. Under an opt-in rule the requests carry asc=D before a choice. After Accept all, the next requests on the same page carry asc=G.
Is this the same as Google Consent Mode?
No. Microsoft UET Consent Mode and Google Consent Mode are separate. When you turn on both, Kukie.io sends each one from the same banner choice, and each works on its own.
Does Kukie.io send an IAB TCF string to Microsoft?
No. Kukie.io uses UET Consent Mode, one of the ways Microsoft accepts, and does not generate TC strings.
Which plans include Microsoft UET Consent Mode?
Microsoft UET Consent Mode is available on every plan. The pricing page lists what each plan includes.

Send Microsoft Ads your visitors' choices.

Turn on Microsoft UET Consent Mode in a few minutes, with no change to your UET tag.

Start free (opens in a new tab) Read the guide

Footnotes

Kukie.io provides tools to collect and record consent. It is not legal advice, and using it does not by itself make a website compliant with any law.

  1. 1. Microsoft Advertising, 'Providing user consent signals on your Microsoft campaigns by May 5, 2025', March 2025. It names UET Consent Mode, the IAB Transparency and Consent Framework and Google Tag Manager as the ways to send the signal. Read Microsoft's announcement (opens in a new tab).Back to footnote 1 in the text

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