Microsoft Advertising Universal Event Tracking (UET) is a tool, launched in 2023, that allows you to track conversions on your website from Microsoft Advertising campaigns, such as purchases or user sign-ups. Let’s break it down!
UET enables advertisers to track user activity on their websites by installing a tracking tag. This is a required step to monitor conversions and set up remarketing campaigns on Microsoft Advertising.
Advertisers can create conversion goals to define which user actions on their site should count as conversions. If Microsoft Advertising detects that a user’s activity matches a defined conversion goal (tracked via the UET tag), it registers the action as a conversion.
Additionally, advertisers can create remarketing lists based on user activity. Microsoft Advertising then matches the defined criteria with UET-tracked user actions, allowing advertisers to add users to specific remarketing lists.
Consent Mode is an additional feature that allows you to adjust UET’s cookie behavior based on the type of user consent in Europe. This feature enhances UET’s privacy capabilities and gives you control over which cookies are stored in the user’s browser: first-party or third-party cookies.
In this context:
First-party cookies are created by your own website domain.
Third-party cookies are created by Microsoft Advertising.
With Consent Mode, website owners can choose whether these cookies can be stored in the user’s browser, ensuring greater transparency and data control.
Consent Mode is managed using the ad_storage property, which can have two main values:
Granted: This allows UET to read and write both first-party and third-party cookies. If no value is set, UET defaults to “granted.”
Denied: If consent is denied, UET cannot read or write first-party or third-party cookies. However, third-party cookies may still be read for fraud and spam detection but not for advertising purposes.
This setup gives you full control over the data collected and how it is used, ensuring user privacy while still gathering valuable insights to optimize your ad campaigns.
Implementing UET Consent Mode on your website is simple, especially with Lawwwing. Our platform provides a step-by-step guide to help you integrate this feature without complications.
With automated legal text generation and continuous compliance monitoring, Lawwwing helps ensure your website follows privacy laws like the GDPR, while allowing you to fully utilize tools like UET.
This process ensures that data is collected legally, respecting user privacy and preventing potential penalties.
Microsoft UET Consent Mode not only helps you comply with privacy regulations but also optimizes your digital marketing tools. With this feature, cookies are only stored when users explicitly give their consent, reinforcing trust and transparency on your website.
At Lawwwing, we make it easy to integrate Consent Mode and keep your legal texts up to date, so you can focus on your marketing
