Important Update for Microsoft Advertising Users

Important Update: UET Consent Enforcement for MAP Clients

Key Changes and What You Need to Do

Dear MAP Clients,

We have an important update regarding how Microsoft Advertising (MAP) will handle user consent for data tracking. Here’s what you need to know and the steps you need to take to remain compliant and ensure your campaigns continue to perform effectively.

What’s Changing?

Microsoft Advertising is tightening its rules to make sure that user consent for tracking is properly handled. Starting soon, this will be enforced for all users in the European Economic Area (EEA). This will eventually include other regions such as Switzerland and the United Kingdom.

Why It Matters

If consent isn’t properly communicated, certain features of the Universal Event Tracking (UET) tag may not work. This could impact your ability to track conversions and optimize your ad campaigns, which might hurt your results.

Steps You Need to Take

1. Implement a Consent Management Platform (CMP):
   • Use a CMP that follows the IAB Transparency and Consent Framework (TCF) guidelines. This helps manage and communicate user consent for tracking.
   • Microsoft Advertising (Vendor ID 1126) and Xandr Inc. (Vendor ID 32) must be included in your CMP settings.
   • If you’re not currently using TCF, a simple binary (yes/no) consent will also be accepted.
2. Update Your UET Tags:
   1. Ensure that your UET tags are set up to pass on consent information. This can be done by adding specific parameters to your URLs, as detailed in the UET documentation.
   2. More information on how to do this can be found in the UET consent mode guide and the UET setup guide.

Aggregated KPIs

Microsoft will soon start showing aggregated conversion data for all regions, beginning with Germany and the Netherlands. This will give you better insights into your campaign performance.

Quick Recap:

• Why? To comply with data protection laws and improve your tracking capabilities.
• What? Enforcing stricter user consent requirements for the UET tag on your website.
• Where? Starting with the EEA and expanding to other regions.
• Action: Set up a compliant CMP and update your UET tags to pass on consent signals.

Need Help?

We understand this might be a bit overwhelming, but don’t worry – we’re here to help! If you have any questions or need assistance, feel free to reach out to us.

Thank you for your cooperation and support.

Warm regards,

The Team at Yikes! Marketing

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Need expert guidance or management for your Google Ads or Facebook Advertising campaigns? Reach out to us at Yikes! Marketing, where we turn your advertising into results.

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