Nathan Smith · 7 November 2026
Microsoft Clarity now shows what AI agents do on your website
Microsoft has added a free Agent Activity dashboard to Clarity. It shows which AI agents visit your site, what they do once they arrive and whether they can finish a task like checkout. Here's what's in it, and how it compares to GA4.
Microsoft has added a new Agent Activity dashboard to Clarity, its free behavioural analytics tool. It shows which AI agents are visiting your site, how that traffic is changing and what the agents actually do once they arrive.
It's free for all Clarity users, so if you already have Clarity installed, it's worth a look this week.
What's in the dashboard
Microsoft's example dashboard (above) is split into 4 main areas:
- Agentic sessions: how many visits came from AI agents, what share of total traffic that is, and how it is trending day to day.
- Agent operator: a breakdown by OpenAI, Anthropic and Google.
- Smart events: what the agents did, from checkout and bookings to site search, form submissions and add to cart.
- Agentic actionability: the results of agent simulations, more on which below.
The simulation feature
This is the part we're most interested in. Clarity sends an agent to complete a task on your site, then reports how often it succeeded, how long it took and how many interactions it needed, along with a suggested fix.
In Microsoft's demo, agents completed the task 45.1% of the time, took 3.2 minutes on average and needed 21 interactions. The top recommendation was simple: after the agent added a medium blue ski jacket to the cart, the cart didn't show the selected size and colour, so the agent couldn't confirm it had the right item before checking out.
That's a small UX detail, and exactly the kind of thing that trips up real customers too.
Why we're paying attention
Microsoft says weekly agent sessions across sites using Clarity nearly doubled in 3 weeks to almost 2 million. It's early days, but the direction is clear.
Most of the AI search conversation so far has been about getting recommended by tools like ChatGPT. Whether an agent can then complete a purchase or enquiry on your site is a different question, and this is the first free, mainstream tool that measures it.
How does this compare to GA4?
GA4 and Clarity measure different things. GA4 tells you about people who arrive from AI tools; Clarity's new dashboard tells you about AI agents acting on your site themselves.
| GA4 (AI Assistant channel) | Microsoft Clarity (Agent Activity) | |
|---|---|---|
| What it tracks | People clicking through from AI chatbots | AI agents browsing and taking actions on your site |
| Available since | 13 May 2026 | 29 October 2026, simulations from 4 November |
| Sources covered | ChatGPT, Gemini, Claude and other named chatbots | Agents operated by OpenAI, Google and Anthropic |
| Actions shown | Your existing GA4 events and conversions | Searches, form submissions, logins, downloads, bookings and checkout |
| Task testing | No | Yes, simulations report success rate, time and interactions |
| Fix suggestions | No | Yes, a recommended next step from each simulation |
| Revenue attribution | Yes, through your usual conversion tracking | No, confirm outcomes in GA4, your CRM or ecommerce platform |
| Main blind spot | AI visits with no referrer land in Direct | Only 3 agent operators; simulations limited to ecommerce and travel |
| Cost | Free | Free |
In short, GA4 tells you whether AI is sending you customers and what they're worth. Clarity tells you whether AI agents can actually use your site. Most businesses will want both.
A few limitations
- Only agents from Google, OpenAI and Anthropic are tracked for now.
- Simulations currently cover ecommerce and travel only.
- An agent session can include a person taking over, so not every action is the agent's alone.
What we'd do now
If you already use Clarity, switch on the dashboard and look at your most important journey, whether that's checkout, a booking or your enquiry form. If you don't, Clarity is free and quick to install.
If you'd like a hand setting it up or making sense of the results, get in touch with the Clicky team.