Why are Microsoft Ads conversions missing for UK and EU traffic?
Since May 2025, Microsoft Advertising needs consent signals for EEA, UK and Swiss visitors.
The short answer
Since May 5, 2025, Microsoft Advertising has required consent signals for visitors from the EEA, the UK and Switzerland. If your Universal Event Tracking (UET) tag doesn't receive them, conversions from those visitors aren't recorded, and they aren't used for remarketing. Like Google's rules, this follows where your visitors are, not where your company is.
What it looks like
- Microsoft Ads conversions from Europe drop or stop, while clicks continue.
- Remarketing lists stop growing.
- Google Ads looks fine, because Google and Microsoft each need their own consent signals.
How Microsoft receives consent
Microsoft accepts consent through its own UET consent mode, through an IAB TCF consent string from a consent platform, or through a tag manager setup. Use one method, not several.
What to check
- In your consent platform, confirm its Microsoft UET consent mode integration is turned on and published. Many have a separate setting from Google Consent Mode.
- Accept and decline the banner, and confirm the UET tag behaves differently each time.
- Compare Microsoft Ads conversions from Europe with other regions before and after May 2025.
- If you use Microsoft Clarity, check it too. Microsoft began enforcing similar consent requirements for Clarity in late 2025.
I handle the technical setup; your organization makes its legal and policy decisions, with counsel as appropriate.
