3 Ways to Implement Microsoft Consent Mode on Shopify - Before It Becomes Mandatory in 2025

You’ve probably heard all about Google Consent Mode. But what about… Microsoft Consent Mode?

If you’re running Microsoft Ads, using UET tags, or targeting any shoppers in Europe - there’s a new requirement you need to know about: Microsoft Consent Mode becomes mandatory on May 5, 2025.

If you’re a Shopify merchant or have an online business, and your traffic includes users from the EU, UK, or Switzerland, this update is for you.

Let’s look into what Microsoft Consent Mode is, who needs to implement it, how it compares to Google’s version, and most importantly - how to implement it correctly before the deadline.

What Is Microsoft Consent Mode - and Is It Relevant to Your Business?

Microsoft Consent Mode is a privacy-first feature that automatically adjusts how your Microsoft Ads tracking tools (like UET tags) work based on whether users agree to data collection - that is, whether they click “Accept” or “Reject” on your cookie banner.

Think of it like a traffic light your customers pass through when they visit your site:

• 🟢 Green light (ad_storage=granted): Cookies fire as usual, tracking works normally.
  
• 🔴 Red light (ad_storage=denied): Microsoft blocks non-essential tracking but still collects anonymous signals that may be used later through modeled conversions.

Is it relevant for you?  

This isn’t just for enterprise advertisers. If you answer yes to any of these, Consent Mode affects you:  

➡️ You use Microsoft Ads’ Universal Event Tracking (UET) for conversion tracking.  

➡️ Your Shopify store serves customers in the EEA, UK, or Switzerland (regardless of your business location).  

➡️ You rely on remarketing or automated bidding strategies.  

By implementing Consent Mode, you're staying compliant with the law, but also protecting your ad performance. 

Without it, you risk losing conversion data, audience insights, and the ability to run effective campaigns.

‍

Who Needs to Implement Microsoft Consent Mode?

Microsoft Consent Mode becomes mandatory if any of your website visitors or customers are located in:

• European Economic Area (EEA) (EU countries + Norway, Iceland, Liechtenstein)
• United Kingdom
• Switzerland

Even if your business is located outside of Europe, this rule still applies if you're selling to and tracking users in these regions. 

Microsoft doesn’t care where you’re based but where your customers visit from.

Example: A Shopify store in Canada selling to Germany must comply.

This change aligns with privacy laws like the GDPR and ePrivacy Directive, which require businesses to obtain user consent before processing any personal data, including the kind gathered from the Microsoft UET tag.

So, if you are:

• Running Microsoft Ads,
• Using Microsoft UET for conversion tracking or retargeting
• Reaching users in the EEA, UK, or Switzerland...

Then yes, you are required to send user consent signals starting May 5, 2025 - by implementing Microsoft Consent Mode.

Ignoring this requirement could mean lost tracking, broken remarketing audiences, wasted ad spend, and legal fines.

If you're serious about performance and compliance, this is one update you should not be skipping.

‍

What’s the Deadline and What Happens If You Don’t Comply?

The deadline is May 5, 2025. That is when Microsoft Consent Mode will become mandatory for all advertisers with users in the EEA, UK, and Switzerland.

If you’re using UET tags and not sending user consent signals by that date, here’s what you are risking:

• Conversion tracking will be disabled - you won’t be able to track purchases, signups, or any other valuable user events.
  
• Remarketing lists will stop populating - meaning your retargeting ads will lose their audience.
  
• Features like automated bidding, performance reporting, and campaign optimization will become less effective due to missing data.

Can Microsoft Enforce This Early?

Yes! Accounts with detected violations (e.g., firing cookies before consent) are already:

• Receiving warnings in the Microsoft Advertising platform
• Having conversion tracking partially suspended

Pro Tip: Check your account for notifications under Tools > UET Tag Manager.

Going forward: Modeled Conversions?

Microsoft plans to introduce modeled conversions (estimated data from users who have opted out of tracking). This however is not an entirely reliable fix and it is based on algorithms filling in data gaps, or an “uplift report” as Microsoft calls it. Its accuracy highly depends on your historical data and consent rates. Also, when is it coming - no one really knows, or as Microsoft says - “soon”.

So the bottom line is simple: Don't wait until May 5 to take action. Start now to protect your campaigns and avoid an avoidable drop in performance.

Which Microsoft Services Are Affected?

If you’re using any of the following services, this change applies to you:

• Universal Event Tracking (UET) – the main tag used with Microsoft Advertising to track conversions and build remarketing lists.
  
  
• Universal Pixel, Segment Pixel, and Conversion Pixel – used across Microsoft platforms like:
  ‍
  
  • Microsoft Invest
  • Microsoft Curate
  • Microsoft Monetize

These tags all rely on setting cookies to track user behavior. If you're not sending a clear signal (either via Microsoft Consent Mode or through the IAB Transparency and Consent Framework (TCF)) these services will stop functioning as intended.

So whether you're tracking a purchase, building an audience, or optimizing for conversions, consent signals are now a non-negotiable part of your setup.

How Is This Different from Google Consent Mode v2?

If you've already dealt with Google Consent Mode v2, you might be wondering if it is the same case with Microsoft. Not exactly, but the good news is - it’s actually simpler than the Google one. 

The important distinction is that Microsoft Consent Mode manages only Microsoft services; Google Consent Mode manages only Google services.

Google’s Consent Mode v2 requires several parameters to be passed:

ad_storage – controls ad-related storage like cookies
ad_user_data – handles personal data for ad targeting
ad_personalization – controls personalized ad delivery

Microsoft, on the other hand, is currently focusing on just one key parameter:
ad_storage

It’s a cleaner setup but enforcement is just as strict.

If you want more technical details on the difference between the two, you can look at the table below.

Pro Tip: Use the same CMP (Consent Management Platform) for both systems to avoid conflicts - most major apps like Consentmo support both.

How to Implement Microsoft Consent Mode on Your Shopify Store

Ready to set things up? There are THREE ways you can implement Microsoft Consent Mode on your Shopify store - just remember to pick only one.

✅ Option 1: Integration with Google Tag Manager (GTM)

Already using GTM for your store? You’re in luck.

1. Install Microsoft UET Tag Template

• In GTM: Templates > Search "Microsoft UET" > Add

2. Configure Consent Settings

• Enable "Read consent from Google Consent Mode"
• Set default ad_storage="denied"

3. Publish & Test

• Use GTM Preview mode
• Verify consent updates are sent to Microsoft tags

Microsoft even provides a guide to help walk you through a custom GTM implementation if needed.

Pro Tip: If using both Google and Microsoft tags, ensure your CMP sends signals to both systems.

✅ Option 2: Microsoft Consent Mode with a CMP (Simplest for Shopify Merchants)

If you want someone else to handle it for you - a Shopify app is the way to go.

1. Install a reliable Shopify compliance app like Consentmo

• Check it out on the Shopify App Store

2. Activate Microsoft Consent Mode:

• Enter your Microsoft Advertisement UET ID(s) in the field below to set up the integration. If you have multiple IDs, separate them with a comma.
• Generate the full UET integration script.
• Include the generated script in your Shopify theme.liquid code

3. Verify the integration

• Use Microsoft's UET Tag Helper
• Reach out to our live support for a FREE CHECK

That’s it! Now, you are all set for compliance and correct tracking.

✅ Option 3: TCF Integration

If you’re using a TCF-compliant CMP, this method may be easier to plug into your existing setup.

• Include Microsoft (Vendor ID 1126) and Xandr (Vendor ID 32) in your vendor list.
• Make sure your banner requests consent for these IAB purposes:
  
  • Purpose 1: Store and/or access information on a device
  • Purpose 2: Select basic ads
  • Purpose 3: Create a personalized ads profile
  • Purpose 4: Select personalized ads
  • Purpose 7: Measure ad performance
  • Purpose 9: Apply market research to generate audience insights
  • Purpose 10: Develop and improve products

This sends a TCF 2.0 signal directly to Microsoft so they know what the user has (or hasn’t) agreed to.

At Consentmo, we also offer full TCF compliance. Just activate it on your store and follow the steps above!

Conclusion

Microsoft Consent Mode isn’t just a technical update - it’s a shift in how data privacy and performance now work hand-in-hand, especially with EU regulation.

If you’re advertising in Europe and using UET, the deadline is clear: May 5th, 2025.

Your Next Steps:

Audit your traffic - Use Microsoft’s UET Tag Helper to check for violations.
Pick an implementation method - GTM, CMP, or TCF - choose one and stick with it.
Test before enforcement - Verify tags respect consent before May’s deadline.

Need help navigating what comes next?

You might also like: our Google Consent Mode Breakdown.