Microsoft Clarity Now Shows What AI Agents Do on Your Site

Microsoft Clarity now shows which AI agents visit your site and what they do there. The free analytics tool added an Agent Activity dashboard on November 4.

Three features launched together:

• Agentic Analytics, with the new dashboard and agent simulations
• Brand Agents for local businesses, plus product listings in Copilot for eligible stores
• Ask Clarity, a chat that answers questions about your visitors, in closed beta

How much agent traffic is there? Microsoft says weekly AI agent sessions nearly doubled in three weeks, to almost 2 million.

That’s Microsoft’s own data, from about 5.2 million agent sessions across some 230,000 Clarity projects. The agents in it were shopping, booking and filling in forms.

What the agent dashboard shows you

The dashboard tracks agent traffic over time and names the agents that visit. It also logs what they do once they land:

• searches
• form submissions, logins and downloads
• appointment bookings
• checkout

Only three companies count for now. Microsoft lists agents run by Google, OpenAI and Anthropic as supported.

Simulations test your checkout

Then there are simulation assessments, which test whether an agent can finish an important task on your site before a real customer’s journey fails there.

Each run reports whether the task got done, how long it took and how many interactions it needed.

Commerce and travel scenarios come first, and Microsoft plans to add more kinds of customer journeys over time.

Running a shop or a booking site? Then that’s the test I’d care about most, because an agent stuck at your checkout is a sale you’d never see in a normal report.

Brand Agents for stores and local businesses

Brand Agents started as a shopping assistant on your own site, working from your live catalog, your shipping and return rules and your brand voice.

Eligible WooCommerce and Shopify stores can now get products into Copilot, Bing and MSN.

If you already run Brand Agents, Microsoft says there’s no extra catalog upload, and you can pick whether the assistant shows on your site or only feeds those AI listings.

Local businesses get it too. On an eligible WordPress site, the agent can match a visitor to a service and book it, through tools such as:

• Square, Jobber and Housecall Pro
• HubSpot and Salesforce
• Calendly

Ask Clarity is still in beta

You type a question, and Ask Clarity tests possible answers against your data, then links the session recordings behind each finding.

Can you use it today? Probably not. It’s in a closed beta for retailers, and anyone interested can join a waitlist.

Search Engine Roundtable’s Barry Schwartz likened it to Ask Advisor in Google Analytics. Microsoft plans to add AI Visibility and advertising data later.

Microsoft’s own example: if European shoppers convert worse and you blame price, Clarity can check that against real visits and might turn up untranslated pages instead.

Microsoft’s 88% figure, for early users who found something new, rests on 16 people.

Why it matters

My read: most of you running a store, a booking page or a lead form have no idea whether an AI agent has ever reached the end of it.

Clarity is free, so it’s the cheapest way to find out. Check yours.

If an agent can’t get past your cookie banner, your date picker or your shipping form, you won’t see that in GA4, and nobody will email you to complain.

What I’d check this week

Three things, in this order:

• Install Clarity, or open it if you already have it, and check the Agent Activity dashboard after a few days of data.
• If you sell or take bookings online, run a simulation on your main checkout path.
• Compare it with GA4. Gemini’s cited links seem to have lost their UTM tags, so some AI visits may already sit under Direct in your reports.

Still, keep it in proportion. Almost 2 million weekly sessions sounds like a lot, but it’s spread across every site in Microsoft’s sample, and your human visitors still pay the bills.

Meanwhile, decide which agents you want at all. Hosts are adding their own controls, like Vercel’s separate settings for AI crawlers and assistants.

Will agents buy much from small sites next year? I don’t know.

But I’d rather see one fail now than guess.

Common Questions

Is the Microsoft Clarity Agent Activity dashboard free to use?

Yes. Microsoft Clarity is a free tool, and Microsoft says its new agent analytics are available to all Clarity users worldwide. The dashboard covers agents run by Google, OpenAI and Anthropic.

Which AI agents can Microsoft Clarity track on a website?

Microsoft lists agents from Google, OpenAI and Anthropic as supported for now. Its announcement names Muse and Dots as examples of agents it saw shopping, booking and filling in forms.

Can every website use Ask Clarity in Microsoft Clarity today?

Not yet. Ask Clarity is in a closed beta for retailers, and Microsoft asks other interested sites to join a waitlist. It focuses on recordings, heatmaps, funnels and events for now.