Microsoft Advertising for JavaScript

microsoftUet() loads Microsoft Advertising's UET tag after the visitor grants the advertising category, and sends Microsoft the consent signal it requires. When consent is withdrawn, the tag goes quiet and its cookies are deleted at once, with no page reload. A second mode loads the tag on every page with consent denied by default; see Consent modes.

Set it up

Install the integrations package and add microsoftUet() to the initCookieYes() call you already have. tagId is the ti value in the snippet Microsoft Advertising gives you:

npm install @cookieyes/scripts

import { initCookieYes } from "@cookieyes/core";
import { microsoftUet } from "@cookieyes/scripts";

initCookieYes({
  mode: "cookie-only",
  regulation: "GDPR",
  integrations: [microsoftUet({ tagId: "12345678" })],
});

Remove the UET snippet from your page, and any UET tag in a tag manager. The integration adds the script itself. Keep your existing window.uetq.push("event", …) calls, or move them to uetEvent() below.

Single-page apps

UET counts route changes by itself, so there is nothing to add for Next.js or React Router. To report page loads yourself instead, set autoSpaTracking: false and call uetPageLoad() on every route change. Do not do both, or each page is counted twice.

Events

import { uetEvent } from "@cookieyes/scripts";

uetEvent("purchase", { revenue_value: 49, currency: "EUR" });

uetEvent() takes UET's own parameter names: event_category, event_label, event_value, revenue_value and currency. It does nothing until UET is on the page: in "basic" mode that is until the visitor accepts, and nothing after a withdrawal. Those calls are dropped, not sent later. A call made while the script is still loading is kept by UET's own queue and sent once it has loaded.

Options

Consent modes

"advanced" is the setup Microsoft recommends, for its modelled measurement. Before consent, Microsoft receives a page-load beacon for every page: the page URL and title, the referring page, screen size and language, your tag id and a random id for that page view, with no cookie and no visitor id. Some EU regulators have questioned the same practice for Google tags. Whether it needs consent on your site is your decision, not a CookieYes recommendation. The default waits for consent. In development, picking this mode logs one console note.

US opt-out visitors

Microsoft's answer for visitors who restrict data sharing is the _uetmsdns cookie: with it set to 1, UET sends nothing. The integration sets it in the denied state for a visitor whose region resolves to CCPA, including through Global Privacy Control, and removes it when they opt in. In "basic" mode it is set on every withdrawal anyway. restrictDataSharing forces it on or off. Microsoft Advertising also has an account-level Restricted Event Processing setting for the server side. This is a Microsoft feature, not legal advice.

Good to know

• UET's cookies. _uetsid (1 day), _uetvid (390 days) and _uetmsclkid (90 days, set after a click on a Microsoft ad) are first-party cookies on your domain, each with a copy in localStorage. The integration deletes all of them on withdrawal. Microsoft's own cookies on bing.com (MUID, MR, MSPTC) are set by Microsoft's servers, so it cannot delete them; in "basic" mode no new ones are set after a withdrawal, because no request is made.
• Withdrawal stops new tracking. It does not delete data Microsoft already received, and remarketing lists already built are Microsoft's to manage.
• Microsoft Clarity. A UET tag can have "Enable Microsoft Clarity" ticked, which makes it load Clarity, a session recorder, under advertising consent. Untick it and use the Microsoft Clarity integration instead, so each tool has its own consent.
• EEA, UK and Switzerland. Microsoft requires a consent signal for these visitors, through consent mode or the TCF, never both. This integration sends consent mode.

Check it works

Open your site in a private window, filter the Network tab to bat.bing.com and watch the cookies. Microsoft's UET Tag Helper browser extension shows the asc value of each beacon.

In "basic" mode:

1. Before a decision: no request, and no cookie starting with _uet.
2. Accept: bat.js loads, beacons carry asc=G, and _uetsid and _uetvid appear.
3. Withdraw consent in the preferences dialog: the _uet cookies are gone. Click around and change route: no new request.
4. Accept again: beacons again, with no reload.

In "advanced" mode: bat.js loads and beacons carry asc=D before a decision, with no _uet cookie. After accept, asc=G and the cookies. After withdrawal, the cookies are gone and beacons continue with asc=D.

Microsoft checks two things on your site: no Microsoft cookie before the banner is answered, and none after the visitor refuses. In Microsoft Advertising, the UET tag's "Consent signal" column and its "Test your tag" tab show whether the signal arrives.

Common mistakes

UET tracks before the visitor accepts. The UET snippet, or a UET tag in a tag manager, is still on the page. Remove it.

Every page is counted twice. autoSpaTracking is on and you also call uetPageLoad(). Do one or the other.

Conversions are missing. The uetEvent() calls ran before UET loaded. In "basic" mode, that is before the visitor accepted; those calls are dropped.

Next steps

• Overview: the other integrations
• Microsoft Clarity: session recording under its own consent
• Custom integration: a tool with no ready-made integration