Overview

Follow this guide to learn how to set up Microsoft Advertising Consent Mode using Elevar’s pre-built Google Tag Manager container.

CMP Required:

This container should only be used if you have a Consent Management Platform (CMP) that sets consent signals. If you don’t use a CMP, do not install this container because it may cause data loss due to missing consent input.

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Learn More: UET Consent Mode

Microsoft is now enforcing Consent Mode across the EEA, UK, and Switzerland. To avoid conversion loss and stay compliant with GDPR and ePrivacy directives, advertisers must ensure UET tags are configured to respect consent.

Read this guide to learn how ad_storage values affect cookie usage, conversion tracking, and remarketing in Microsoft Advertising.

How to Set Up Microsoft Advertising Consent Mode via Google Tag Manager

Locate Microsoft Advertising Consent Mode Container:

• Begin on the homepage of your Elevar app. Use the left-hand navigation menu and click on the tab titled "Pre-Build Tags".
• Use the search function to locate the Microsoft Advertising Pixel Container. Click on the "Microsoft Advertising (Bing) with Microsoft Consent Mode" container.
  • (See Figure 1)

Figure 1

Download Microsoft Advertising Container:

• Once in the Microsoft Advertising Consent Mode Container, navigate to the box titled "Download Container".
  • Click on the button labeled "Download Container".
    • (See Figure 2)

Figure 2

Import the Pre-Built Microsoft Advertising Tags into GTM

Import Container:

• Log in to your Google Tag Manager Account.
• Select your GTM Web Container.
• Click on the "Admin" button located in the upper menu bar.
  • Use the right-hand menu under the "Container" section and click on the tab labeled "Import Container".
    • (See Figure 3)

Figure 3

Import Container Information:

• Under the "Select file to import" section, click on the "Select File" button and choose the Microsoft Advertising Consent Mode Container that was previously downloaded.
• Under the "Choose workplace" section, select the desired workspace.
• Next be sure to select the "Merge" option first, then the "Overwrite conflicting tags, triggers, and variables" option second.
• Once you have completed filling out the necessary details for this container, click on the "Confirm" button located at the bottom of the page.
  • (See Figure 4)

Figure 4

(Optional) Configure Additional Consent Settings:

• Once you have imported the Microsoft Advertising Consent Mode container, return to your Google Tag Manager homepage and use the left-hand navigation menu to click on the "Tags" tab.
• Use the search function to locate and click on either the "Bing - Sitewide" or the "Bing - Purchase" tag.
  • (See Figure 5)

_Figure 5_

• Navigate to the section of the page titled "Consent Settings".
• Here you can select additional consent checks and add consent types as needed (e.g., ad_storage, analytics_storage) based on your compliance needs.
• Once you have selected the required information, click on the "Save" button located in the upper right-hand corner of the page.
  • (See Figure 6)

_Figure 6 _

Publish the Pre-Built Tags

• After importing the Microsoft Advertising Consent Mode tag container, you will be brought back to the Google Tag Manager homepage.
• In your workspace, click on the "Submit" button located in the upper right hand corner of the page.
  • An additional confirmation page will appear. Be sure to click on the "Publish" button in the upper right-hand corner of the page.
  • (See Figure 7)

Figure 7