Behavioral analytics for websites and apps
Microsoft Clarity
Microsoft Clarity is a behavioral analytics tool that helps teams inspect how people use a website or app. It combines heatmaps and session recordings with filters and insights so teams can investigate observed behavior and form better questions about a page or journey.
Heatmaps, recordings, and AI-assisted summaries
Clarity's heatmaps include click, scroll, area, and conversion views to help examine aggregated interaction patterns. Session recordings let a team review individual journeys, with filters and behavioral indicators such as rage or dead clicks to help identify sessions worth inspecting.
Copilot can produce plain-language summaries and insights for sessions and heatmaps, including grouped session summaries. Treat generated summaries as pointers for investigation, not authoritative findings: Microsoft notes that generative AI may misinterpret or generate incorrect information. Check the underlying recording, heatmap, and analytics before acting.
Free pricing and what Clarity does not do
Clarity's current official pricing page describes the product as free forever and lists its analytics features at no cost. Confirm current details directly on that page, particularly if your product or implementation needs change.
Behavioral analytics is not the same as a dedicated A/B testing platform. Clarity can help show what visitors do; it does not assign visitors to controlled page variants and evaluate an experiment as its core job. Teams that need that workflow should use an experimentation product such as VWO / Wingify Web Experimentation or evaluate testing capabilities in a landing-page builder.
Privacy, consent, and data handling
Adding Clarity means adding behavioral data collection to a site or app. Review Microsoft's documentation on consent management, cookies, data retention, and its suggested privacy disclosures. Configure consent controls and content masking for your implementation, avoid collecting information you do not need, and consider how recordings and analytics data are accessed and retained. Microsoft's tools do not determine which notices, permissions, or legal basis apply to your organization; assess those requirements with your privacy or legal team before collection.
Who should consider Clarity?
Clarity may suit a small team that wants to start inspecting navigation or page interactions without an analytics subscription charge, or a larger team that needs behavioral context alongside existing conversion reporting. It is less suitable as the only tool when the primary need is controlled experimentation, direct visitor feedback, or moderated user research. Compare Hotjar / Contentsquare for behavior analysis combined with feedback and research offerings, and VWO / Wingify when experiment execution is central.