User macros do the same in both Cloud and Server, but you, the end user, is stopped from using User macros on Cloud because they are potentially unsupportable. User macros are powerful and you can effectively write code inside Confluence.
Connect add-ons that provide macros to Cloud do it within a framework where you can't break Confluence by writing them (well, you can, sort of, but the worst case is "remove add-on" to fix it)
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