This guide outlines how to configure Microsoft UET (Universal Event Tracking) to respect user consent using Consent Mode in Google Tag Manager (GTM), in combination with Termly’s consent banner. Before proceeding, make sure Termly is installed using GTM by following this guide: How to use Termly with Google Tag Manager.
- In Google Tag Manager, create a new tag.
- Select Tag Type → Microsoft UET Consent Mode.
- Set the ad_storage parameter to: denied
- Set the trigger to:
Consent Initialization – All Pages - Name the tag:
Microsoft UET Consent Mode Denied
Repeat the same process for adding the same tag, however for the second tag we change some of its settings:
- Set the ad_storage parameter to: granted
- Set the trigger to:
Consent Stated Updated - Name the tag:
Microsoft UET Consent Mode Granted - Add
ad_storageas Additional Consent Checks in Consent Setting.
Testing the implementation:
To confirm the setup is working, visit your website and check the network requests for any calls to Bing. Look for the latest event and locate the asc parameter in the request URL. If consent has been granted, the asc value will be set to G; if denied, it will show as D. This confirms that Microsoft UET is correctly respecting user consent as configured through Termly’s consent mode setup.
Granted:
Denied: