{"id":585,"date":"2025-08-25T13:52:39","date_gmt":"2025-08-25T11:52:39","guid":{"rendered":"https:\/\/mairateam.com\/?p=585"},"modified":"2026-10-26T14:16:35","modified_gmt":"2026-10-26T13:16:35","slug":"microsoft-clarity-machine-that-shows-what-really-happens-on-the-web-and-why-it-matters","status":"publish","type":"post","link":"https:\/\/mairateam.com\/en\/microsoft-clarity-machine-that-shows-what-really-happens-on-the-web-and-why-it-matters\/","title":{"rendered":"Microsoft Clarity: the tool that shows what\u2019s really happening on your website (and why it matters)"},"content":{"rendered":"\n<h2 class=\"wp-block-heading\"><strong>What is Microsoft Clarity and why is it worth getting to know?<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Microsoft Clarity is a <strong>free visual analytics tool<\/strong> that allows you to track <strong>how users actually interact with your website<\/strong>, not just through numbers, but through specific actions. This helps to better understand the obstacles in the purchase or contact path.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Functionally, it is very similar to <strong>Hotjar<\/strong>, but with one major difference: <strong>Clarity is completely free<\/strong> and Microsoft guarantees that it will remain so.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">What exactly does Clarity offer you?<br><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Heatmaps<\/strong>: show where users click and how far they scroll<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Session recordings<\/strong>: show how visitors move around the page<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Dead clicks and rage clicks<\/strong>: reveal broken elements or signs of frustration<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>An overview of the most frequently clicked elements<\/strong>: for example, the questions in the FAQ section, so you can easily find out what users are most interested in and tailor your content or communication accordingly<\/li>\n<\/ul>\n\n\n\n<p class=\"wp-block-paragraph\">All of this can be found in a simple and intuitive interface that anyone can use, even those with no previous experience in UX analysis.<\/p>\n\n\n\t\t\t\t<div class=\"component-article-highlight bg-secondary-500 text-center p-6 lg:p-10 my-10 lg:my-16 not-prose\">\n\t\t\t\t\t\t\t<div class=\"max-w-4xl mx-auto flex flex-col gap-y-5\">\n\t\t\t\t<h2 class=\"text-white font-bold text-2xl lg:text-3xl uppercase\">\n\t\t\tFast implementation\n\t\t<\/h2>\n\t\t<div class=\"prose prose-invert text-lg\/[1.25] lg:text-xl\/[1.25] text-balance\">\n\t\t\t<p><span style=\"font-weight: 400;\">If you use <\/span><b>Google Tag Manager,<\/b><span style=\"font-weight: 400;\">  implementing Clarity is literally a matter of two minutes. Once the systems are connected in the Clarity settings, the system creates its own tag and from that point on it starts collecting data automatically. Already during the first hours you can see the first heatmaps, recordings or behavior on specific subpages.<\/span><\/p>\n\n\t\t<\/div>\n\t<\/div>\n\t\t\t<\/div>\n\n\n\n<p class=\"wp-block-paragraph\">What every marketer will appreciate: <strong>Clarity is suitable for virtually every client.<\/strong> It takes minimal time to set up, and while the analysis itself requires some attention, often <strong>just a glance at the dashboard is enough<\/strong> to uncover underlying issues, such as dead clicks, rage clicks or low intent campaigns.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>New: Connection not only with GA4, but also with Google Ads, WordPress and Bing<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">A fresh new feature is the ability <strong>to connect directly with Google Ads and Microsoft Ads.<\/strong> This means that in Clarity you will see  <strong>specific heatmaps, recordings and intent scores<\/strong>  by campaign. If a campaign has low intent, the tool is telling you that visitors are coming, but their behavior indicates disinterest or misalignment with the content. In this case, it's a good idea to rethink your campaign targeting or landing page content.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Clarity can be linked within WordPress using a plugin. Once the plugin is set up, you are redirected to the login page where Clarity will automatically create a new project for the desired site after registration.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh7-qw.googleusercontent.com\/docsz\/AD_4nXcj82FV8r0NZ4qUHOM1ocQNH5fdY3bmK97DoxgwB5TTK5yb_DAorUkdLGUdzMblA99C1uqwNUiIbGhIeFR-9fnvxt6i9b8veSi9dnyRcVcp3zdU1ELgdeKqxKutkityTvkj-vA6?key=IRl3ThUnclKW69rYAxRZpw\" alt=\"\"\/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>When is Clarity really worth using?<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Clarity is not just about pretty heatmaps: its real benefit is in its practical use. With specific records and data, you can quickly identify weak spots on the site and gain valuable insights without complex analysis. Here are a few real-life situations where Clarity has helped significantly:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>1. Visitors click on elements that don't work<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\"><em>On the homepage, users repeatedly tried to click on visual elements that were not active. Using  <\/em><strong><em>dead clicks<\/em><\/strong><em> and <\/em><strong><em>rage clicks<\/em><\/strong><em>, Clarity  revealed that this was a common occurrence. This was causing confusion and frustration for users.<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>What did it mean in practice?<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">After visual adjustments and removal of misleading elements, the bounce rate decreased and interaction with the site increased.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>2. An important CTA was too low<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\"><em>Heatmaps showed that a large proportion of visitors from the campaigns did not scroll to the main CTA button. The result was a low conversion rate, even though the traffic from the ads was of high quality.<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>How was that handled?<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The button has been moved higher, improving the conversion rate.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h3 class=\"wp-block-heading\">3. <strong>High share of mobile traffic but poor results<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\"><em>The campaign brought the majority of visits from mobile devices. In Clarity, they filtered the recordings for mobile devices only and found that the forms were cluttered, the layouts were broken, and some elements were invisible.<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Conclusion?<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Mobile interface modifications, form simplification and better navigation have led to a significant improvement in mobile user behaviour.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>4. Multi-step form with no results<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\"><em>The client had a form with several steps on the page, but the conversions weren't coming. Clarity recordings helped to identify exactly where visitors most often stopped or left the form.<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>The result?<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">The number of steps in the form was reduced and microcopy explanations were added, which made the form easier to understand. The conversion rate subsequently rose.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>5. High cost per conversion (CPA), but advertising works<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\"><em>The campaigns performed well within Google Ads, but the overall cost per conversion was higher than expected. Clarity showed that the reason was the poor structure of the site: complex information, poor navigation and few visible calls to action.<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Change in approach:<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">After modifying the page structure and better visual guidance to the user, the CPA was reduced without changing the performance of the ad itself.<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>6. Identification of the most frequently clicked FAQs<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\"><em>The FAQ section often contains questions that are for informational purposes only. However, Clarity showed that some questions attracted significantly more attention than others. Thanks to the percentage of clicks, it was possible to identify the top topics that users were actually interested in.<\/em><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>How could it be used?<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">These findings were incorporated into content strategy planning: for example, creating blog articles or adjusting advertising communications to better answer real customer questions.<\/p>\n\n\n\n<figure class=\"wp-block-image is-resized\"><img decoding=\"async\" src=\"https:\/\/lh7-qw.googleusercontent.com\/docsz\/AD_4nXeCWG-3RT62SJOmIGawnzKuVBY7S2d6ZOlKsY2uzwABOABjQCJd9ZfbIKzs1o_fJS-xBy1VJ8vo9v6hakw4k3E6XwEX_oft5dz3YjgEtDec8tjSxuEIvfWZy6uHHKEuPuleKQtD?key=IRl3ThUnclKW69rYAxRZpw\" alt=\"\" style=\"width:269px;height:auto\"\/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>What about the disadvantages? Clarity isn't perfect, but it's still great to work with<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">While Microsoft Clarity offers a lot of options, especially since it's free, it has a few shortcomings.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>1. The cookie bar can spoil heatmaps<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">When analyzing heatmaps, it sometimes happens that <strong>the cookie bar covers important parts of the page<\/strong>. While Clarity captures real screens, it can't always distinguish what's part of the UX and what's just a temporary overlay.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>The solution?<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">It is recommended to adjust the screenshot selection (Change screenshot) in the tool settings (a little higher up).<\/p>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>2. Working with filters can be unintuitive<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">For new users, <strong>the filter system<\/strong> can be a <strong>bit tricky<\/strong>. Clarity automatically creates a new filter after each click (e.g. on a specific subpage, traffic source or device). When returning to the dashboard, the user often sees completely different numbers or views than expected.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>To solve this<\/strong>, just check the top filter bar and <strong>remove all active filters<\/strong> to return to the overall overview. After a while, most users get used to this principle.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh7-qw.googleusercontent.com\/docsz\/AD_4nXffGDpmhY9pObYpptgvONeDSIv-8z6SVTD-oSi_E_UFe3Oe2UL7R_d017zoIPPNMuvtHm2AJzG1UXisf41hLFZ2PYVZGpyg7pNVCNhfwNcTzru7YJHF1UeleB9Uut1tbA35wFh-xA?key=IRl3ThUnclKW69rYAxRZpw\" alt=\"\"\/><\/figure>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Extra tips to get the most out of Clarity<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Microsoft Clarity isn't just about tracking records and clicks. As time goes on, more features are being added to make everyday work easier and save time, especially for larger sites or more complex conversion paths. Here are three specific features that are worth noting:<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>1. Clarity Live: Chrome extension<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">For even faster work, we recommend downloading <strong>the Microsoft Clarity Live extension<\/strong> available for Google Chrome. With it, you can directly <strong>click through to your website<\/strong> and instantly see heatmaps or recordings for a specific subpage without having to go into the system interface.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This is a convenient way to have analytics literally \"in plain sight\" without having to click through the Clarity interface.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh7-qw.googleusercontent.com\/docsz\/AD_4nXfivRB_PkPwwny0zHSVOqlOs3L4a-nqxRA0753ItrtzVRQmbZDM2p1ZSLm321_b4c19agUGQlM47jyIt4lFa_1nDNXKNub9zJ9R-BBUgM0_jmSYv-r8eXeVnyAVv6nvSAjyoVuZwA?key=IRl3ThUnclKW69rYAxRZpw\" alt=\"\"\/><\/figure>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>2. Summarize recordings: artificial intelligence as a filter<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">If you have dozens or hundreds of recordings in your account, it' <strong>s not necessary to play them all<\/strong>. In the upper right corner of the recordings section there is an option <strong>\"Summarize recordings\".<\/strong> It uses AI to pull out the most important observations, such as recurring issues, user frustrations or unusual behavior.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">This feature is a significant time saver, especially for web projects with more traffic.  <\/p>\n\n\n\n<figure class=\"wp-block-image is-resized\"><img decoding=\"async\" src=\"https:\/\/lh7-qw.googleusercontent.com\/docsz\/AD_4nXfPu614TWsbWeXqdEPXf4JjfSO0ADXjX_aBKFdIwz5Nj26rS1eRFfKnAOki9ea5D7lEnhdBZ6WsNiFbj-a4lQEXR0a610whY0XTZssxwhKKVAPzdnRebmiAXjZApyi4oAd1ebMXnQ?key=IRl3ThUnclKW69rYAxRZpw\" alt=\"\" style=\"width:581px;height:auto\"\/><\/figure>\n\n\n\n<figure class=\"wp-block-image is-resized\"><img decoding=\"async\" src=\"https:\/\/lh7-qw.googleusercontent.com\/docsz\/AD_4nXeJclaK2JFXadb2uTtkeW8C6o3YJSsh4pXbwWt8k42xX45vm0ecSK1qiQMYZUoXK5z27X4Y1xP1IjqiZkthbgfp1DrWJm2OL6enaGKNmnFzLa4GxkEEgSldiLOY4IyVaqOrZMVDpw?key=IRl3ThUnclKW69rYAxRZpw\" alt=\"\" style=\"width:229px;height:auto\"\/><\/figure>\n\n\n\n<hr class=\"wp-block-separator has-alpha-channel-opacity\"\/>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>3. Smart events and funnel creation<\/strong><\/h3>\n\n\n\n<p class=\"wp-block-paragraph\">In Clarity you can <strong>set up your own smart events<\/strong> directly in the dashboard: that is, to track clicks, interactions, or transitions between steps that are important to you.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">You can then use these events to <strong>create a simple visual funnel<\/strong> that shows you where users are dropping off in the conversion path. It is an ideal solution for example for <strong>multi-step forms<\/strong>, <strong>bookings, purchasing process or configurators.<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><strong>Conclusion: clarity as an indispensable part of digital analytics<\/strong><\/h2>\n\n\n\n<p class=\"wp-block-paragraph\">Microsoft Clarity is not a replacement for traditional analytics: it is the ideal complement to it. Combined with additional data from Google Analytics and Google Ads, it helps to decipher the most important thing: <strong>what's really happening on the web and why users behave the way they do.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">With easy deployment, zero cost and a growing number of features, Clarity is an affordable tool for everyone, regardless of business size or budget. You can deploy it for a client who is just launching new campaigns, or use it for long-term site performance improvement for a large e-commerce store.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">And while the analysis itself can take some time, just a <strong>clear dashboard, heatmaps or the recordings summary function<\/strong> often reveal problems that would otherwise go unnoticed.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\">So if you're looking for a tool to help you better understand your users, optimize your website and save costs on your campaigns: <strong>Microsoft Clarity is the place to start.<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><strong>Tip:<\/strong> Clarity data makes the most sense as part of a performance approach. We cover the fundamentals on our <a href=\"https:\/\/mairateam.com\/en\/performance-marketing\/\">performance marketing<\/a> page.<\/p>\n\n\n\n<p class=\"has-small-font-size wp-block-paragraph\">Source <a href=\"https:\/\/clarity.microsoft.com\/blog\/july-2025-recap\/\" target=\"_blank\" rel=\"noopener\" title=\"\">: https:\/\/clarity.microsoft.com\/blog\/july-2025-recap\/<\/a><br><\/p>\n\n\n\n<p class=\"wp-block-paragraph\"><\/p>\n","protected":false},"excerpt":{"rendered":"<p>What is Microsoft Clarity and why is it worth getting to know? Microsoft Clarity is a free visual analytics tool that allows you to track how users actually interact with your website, not just through numbers, but through specific actions. This helps to better understand the obstacles in the purchase or contact path. Functionally, it [&hellip;]<\/p>\n","protected":false},"author":7,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_acf":"","inline_featured_image":false,"footnotes":""},"categories":[35],"tags":[],"class_list":["post-585","post","type-post","status-publish","format-standard","hentry","category-analytics-measurement"],"acf":[],"aioseo_notices":[],"aioseo_head":"\n\t\t<!-- All in One SEO Pro 5.0.4 - aioseo.com -->\n\t<meta name=\"description\" content=\"Microsoft Clarity is a free heatmap and session recording tool. 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