Privacy policy clauses for Microsoft Advertising (Bing UET)
Microsoft Advertising (Bing UET) is a conversion tracking service that monitors user actions on websites to measure the effectiveness of Bing and Microsoft ad campaigns. Websites implement it to understand which ads drive meaningful user interactions like purchases or sign-ups.
Free scan · No signup · Results in 60 seconds
What data Microsoft Advertising (Bing UET) collects
Your privacy policy must disclose each of the following data types when you use Microsoft Advertising (Bing UET).
When does Microsoft Advertising (Bing UET) trigger privacy obligations?
Data Flow and Obligation Trigger
The moment you install the Bing UET tag on your website or app, Microsoft Advertising (Bing UET) begins collecting page views, conversion events, and IP addresses in real time. This triggers immediate privacy obligations in any jurisdiction where your users are located.
### GDPR (EEA users)
If you have any users in the EU/EEA, GDPR applies. UET's collection of page views and IP addresses constitutes processing of personal data (IP = identifiable). Under GDPR Article 6, you need a lawful basis—typically consent (Article 7) or legitimate interest (Article 6(1)(f)). Article 13/14 requires you to disclose to users that Microsoft Advertising (Bing UET) collects their IP and browsing behavior. Microsoft acts as a data processor; you must have a Data Processing Agreement (DPA) in place under Article 28 *before* data flows begin.
### CCPA (California users)
CCPA Section 1798.100 gives California residents the right to know what personal information is collected. IP address qualifies. If you collect conversion data tied to identifiers, disclosure is required. CCPA does not require pre-consent for sale/sharing, but does require an opt-out mechanism if you share UET data with Microsoft for advertising purposes (CCPA Section 1798.120).
