Microsoft Bing Ads conversions gone from reports?

Bing has updated its consent mode requirements, affecting cookie management for tracking and analytics. Below is an implementation guide to restore conversion tracking via Google Tag Manager.

"Without the required consent signals in the UET configuration, conversions may not be tracked or optimised, and audience segments will not be created. This will result in incorrect reporting and hinder the effectiveness of bid strategies and Performance Max, impacting long-term campaign performance."

Microsoft regarding the Consent Mode

If you have the consent mode implemented (via Google Tag Manager) the UET won't automatically enable the consent mode detection.

Microsoft Advertising will update its end-user consent requirements on 30th September 2024, affecting advertisers with users in the EEA, Switzerland, and the UK.

Piotr

Based on Microsoft's documentation we have to add this:

#1 Create new tag – Custom HTML

#2 Paste the below code to indicate that consent signals can use the TCF v2.0 CMP (latest Consent Management Platform)

` <script> window.uetq = window.uetq || []; window.uetq.push('config', 'tcf', { 'enabled' : true });
</script>`
``` #3 Set the tag's trigger on All Pages where the Bing should fire #4 Enable tag sequencing on other Bing tags (i.e. Page View, Transaction) – so the "Bing – Consent" tag fires before them. 
 In Google tag manager set the Tag Sequencing to fire the "Bing – Consent" tag before the "Bing – Transaction" fires: 
 Apply the same configuration to all other Bing tags, such as "Bing – Page View". As outlined in Microsoft's documentation regarding UET tag compliance requirements: 

You will need to implement changes to your UET tag to ensure consent signals are being passed to Microsoft. Microsoft