Microsoft asks for a consent signal from both of its tags for visitors in the EEA, the UK and Switzerland: Microsoft Advertising's UET tag since 2025 and Clarity since 31 October 2025. Cookie Consent sends both, the same way it sends Google's, on pages that carry the tag. It is on by default, under Settings → What it does → Tell Microsoft's own tags what they may do.

Microsoft Advertising (UET). Its consent mode has one signal, ad_storage. On a page that carries the UET tag, held back or not, the plugin puts Microsoft's default first in the page's head, before the tag can run: ad_storage denied. Without a default, the tag takes consent as granted. Then, on every page, the answer in force is sent as an update: granted when the visitor agreed to Advertising, denied otherwise.

Clarity. Clarity's consent API (consentv2) has two signals: ad_Storage, from Advertising, and analytics_Storage, from Measurement. They are sent on every page that carries Clarity, with the answer in force, and denied for a visitor who has not answered yet. A Clarity still held back is handed the call through the same queue its own snippet uses, so it starts from the answer when it loads.

Both are sent before anything held back is put back, a returning visitor's answer is sent on every page, and a browser sending Global Privacy Control or Do Not Track gets everything denied. Somewhere the site does not ask (Who is asked), both are told granted, as Google's tags are.

Checking it. In the browser's developer tools, type uetq in the console on a page with the UET tag: the default and the update are in the list. On a page with Clarity, clarity.q lists the consentv2 calls until Clarity has loaded.

What it does not do. A UET or Clarity tag inside Google Tag Manager follows the container's own consent settings, not these. Microsoft's own pages: Setting up UET for Consent Mode and Clarity Cookie Consent API.