This document presents a comprehensive approach for implementing Universal Event Tracking (UET) in compliance with user consent preferences. UET, a tracking tool used in Microsoft Advertising, collects user interaction data to assess conversions and enhance ad performance. To align with privacy regulations, UET should only be activated after the user consents to marketing cookies.
The document outlines two implementation methods:
Both methods guarantee that UET is only triggered after the user provides consent through Enzuzo.
Method 1: Implementation Through Google Tag Manager
If you have implemented UET via Google Tag Manager (GTM), you must configure it to fire only after the user has granted consent to advertising(marketing) cookies to ensure compliance with cookie consent regulations.
Step 1: Install the banner in GTM
Please first follow our GTM installation guide to install our banner. This ensures that GTM adheres to the user’s consent preferences before activating any tracking scripts.
Step 2: Create a Custom Trigger for UET in GTM
To prevent the UET tag from firing before receiving consent, follow these steps:
From the left panel of your GTM account, select Triggers > click New > Click Trigger Configuration and choose Custom Event as the trigger type.
Name the trigger, here we named it “Enzuzo Trigger”. In the "Event Name" field, type "enzuzo_consent_update" and “Save” the trigger.
Step 3: Add the Custom Event Trigger to the UET Tag
From the left panel of your GTM account, select “Tags”. Then click the UET Tag name you want to fire.
Under Triggering, click “Choose a trigger to make this tag fire” and select the custom consent trigger you created in Step 2.
Step 4 : Adding Consent Settings to the UET Tag
For UET Tag to trigger based on user consent, we need to add additional consent settings to the tag.
Click on “Tags” > your UET tag > "Advanced Settings" > "Consent Settings" > "Require additional consent for tag to fire", and then specify a category. Your tag will then fire when the user consents to the corresponding category in the Enzuzo Cookie Banner.
GTM Consent Category | Enzuzo Consent Category |
ad_storage | Marketing |
ad_user_data | Marketing |
ad_personalization | Marketing |
analytics_storage | Analytics |
personalization_storage | Preferences |
functionality_storage | Strictly Necessary |
security_storage | Strictly Necessary |
Save your changes. Your UET tag should look like this:
Submit and Publish the changes
Method 2: Implementation using the Custom Script
If you have implemented UET by adding the UET script to the <head> of your website, you can ensure it runs only after users explicitly consent to marketing tracking by using a custom script, eliminating the need for Google Tag Manager (GTM). Please make sure you have already installed the Cookie Banner using the procedure documented here.
Caution
Before implementing Microsoft Consent Mode using the custom script, make sure to remove the UET Tag Script from the <head> tag of your website.
Step 1: Add the Custom Script Below the Enzuzo Script
Copy the custom script and paste it below the Enzuzo cookie banner script :
<!-- MS UET -->
<script>
function handleUET({ analytics, functional, marketing, preferences }) {
if (marketing) {
// Paste UET script here
}
}
window.__enzuzoConfig = {
callbacks: {
acceptSelected: handleUET,
acceptAll: handleUET,
decline: handleUET,
init: handleUET
}
}
</script>
<!-- End MS UET -->
In the above illustration, Microsoft Ads UET is permitted when the user consents to the Marketing category. If you prefer to use the Analytics category, replace the ‘marketing’ with ‘analytics’.
Step 2: Add the UET script
Place the UET script after removing the Script tags (<script> and </script>) from the code block inside the handleUET() to ensure it runs only when consent is granted.
As a result, your handleUET() function would look like:
TroubleShooting
UET Tag is loaded before giving consent:
1. If Enzuzo Cookie Banner is setup through GTM, verify the tag configuration.
Check the "Tag Configuration" of the Enzuzo cookie banner tag in GTM. The script URL should be of the format https://app.enzuzo.com/scripts/cookiebar/<account ID>. It should not have quotes or <script> tags.
The tag should be configured to fire on consent initialization.
Also, under "Advanced Settings" > "Consent Settings", the tag should be set to "No additional consent required".
2. Verify your tag triggers
Ensure that your Microsoft ads UET tag is configured to fire on the enzuzo_consent_update data layer event. They should be using a custom trigger configured as in the picture:
Your "Consent Settings" should also be correctly set on the tag. The correct categories are based on what Enzuzo category your script falls into. By default, Microsoft ads UET has built-in checks for ad_storage, ad_user_data and ad_personalization.
Enzuzo Category | GTM Categor(ies) |
Analytics | analytics_storage |
Marketing | ad_storage, ad_user_data, ad_personalization |
Preferences | personalization_storage |
Functional | functionality_storage, security_storage |
3. Ensure that your UET tag only has one trigger (Enzuzo Custom Event trigger)
Make sure that your UET tag has only one trigger which is the one you created, as mentioned above, based on the enzuzo_consent_update event.
4. Ensure that the changes are saved and published.
Once you have saved all the changes made, Click the Submit button at the top right corner of your GTM account.
Finally, click Publish to make this tag live on your website.