August 9, 2025
2 min read
Universal Event Tracking (UET), also known as Microsoft Consent Mode, functions as a pivotal tool that modifies the behavior of Microsoft Advertising tags according to user consent preferences. The implementation of a site-wide UET tag enables advertisers to systematically monitor user interactions such as page views, purchases, and form submissions.
UET operates with two distinct modes based on consent status:
This adaptive mechanism ensures compliance with privacy laws such as GDPR and CCPA by limiting data collection without fully disabling tracking capabilities. The dual-mode operation balances business intelligence needs with user privacy concerns.
The efficiency of UET lies in its centralized tag implementation, which simplifies deploying tracking across multiple pages and events. This reduces the complexity of managing diverse event codes and enhances data consistency.
Key aspects of UET include:
The practical implications are significant: businesses can maintain marketing effectiveness while adhering to evolving privacy standards. UET represents a model for responsible data collection that integrates user consent as a core operational parameter.
For detailed implementation guidance, Microsoft provides a step-by-step process for creating and adding UET tags to websites, ensuring ease of adoption and compliance.
