Microsoft Ads Now Requires Consent Mode - Is Your Tracking Ready?

Microsoft requires that Consent Mode is implemented to continue tracking conversions with Bing Ads Universal Event Tracking (UET). If you’ve seen a sudden drop in conversions, this might be the root cause if you haven’t implemented Consent Mode or if your Consent Mode setup is incorrectly implemented.

How to Implement Microsoft Ads Consent Mode?

Microsoft has informed advertisers that Consent Mode is now mandatory for using UET tags (Bing Ads tracking) properly. The official deadline was May 5 2025, so if you haven’t updated your setup yet, it’s time to act.

Google started enforcing Consent Mode v2 on March 6 2024 for advertisers targeting users in the EEA and UK. This applies to Google Ads, Floodlight, and GA4 audiences used in advertising.

We have previously written a clear and concise guide on how to implement Consent Mode for Bing Ads in Google Tag Manager and how to confirm your implementation via network requests from the web browser.

How to Validate if Microsoft Ads Consent Mode is Implemented Correctly?

To quickly check if your site has a proper Microsoft tag setup and whether it gets the correct consent, we’ve created a simple JavaScript you can run in your browser console:

1. Go to the site you want to check
2. Accept cookies
3. Open the browser console (right-click → Inspect → “Console” tab)
4. Paste this script and hit enter

The script checks if a Microsoft UET tag is loaded on the site and whether consent is set to “Approved”. If not, you need to take action.

Need help?

If you’re unsure about your setup or want us to review your site’s tracking, feel free to reach out at [email protected]. We’ll take a quick look and make sure everything is in order.