Microsoft Clarity
Microsoft Clarity is a free, forever behavioral analytics platform from Microsoft offering session recordings, heatmaps, AI-powered Copilot insights, AI Visibility, and Brand Agents AI shopping assistants. It serves 2M+ websites and apps globally with no traffic limits or paid tiers.
- Company typePrivate
- Founded2020
- HeadquartersRedmond, United States
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Microsoft Clarity does
Microsoft Clarity is a free, forever behavioral analytics platform offered by Microsoft Corporation that provides website and mobile app owners with session recordings, heatmaps, AI-powered insights, and a growing portfolio of AI-driven products. The platform is used by 2M+ sites and apps globally and is positioned for any organization running a website or app that needs to understand user behavior, from individual bloggers to Fortune 500 enterprises. Customers include WHO, Hewlett Packard, Forbes, Cinemark, Acer, Places for People, instacar, AllEvents, ON Clinic, and 50+ published case study accounts across healthcare, ecommerce, SaaS, mobile, government, and digital agency segments.
The platform is built on Microsoft Azure US data centers and comprises an integrated suite of modules: Heatmaps (click, scroll, area, conversion, attention), Session Recordings (always-on, 30-day retention, no sampling, 40+ filters), Copilot in Clarity (GPT-4o powered conversational analytics, session summarization, heatmap summarization), AI Visibility (citation tracking and AI bot detection via CDN integrations), Brand Agents (autonomous AI shopping assistant, currently in beta on Shopify and WooCommerce), Insights (behavioral anomaly detection including rage clicks, dead clicks, quickbacks), Mobile SDK (Android, iOS, Flutter, React Native, Cordova, Ionic at 300-500 KB), and a Chrome browser extension for on-page analytics. A Model Context Protocol (MCP) server (@microsoft/clarity-mcp-server) exposes analytics to AI clients such as Claude for Desktop and Cursor. Client-side PII auto-detection and masking with three configurable modes support GDPR and CCPA compliance.
The business model is freemium and free forever with no traffic limits, no feature gating, and no paid tiers. Direct revenue from the product is not generated; the Terms of Use permit Microsoft to use non-personal data collected by Clarity to train and improve its machine learning models, enhance system performance, and develop new features. The product is therefore a strategic data and AI infrastructure asset within Microsoft Corporation (NASDAQ: MSFT), with Brand Agents representing the first planned direct-monetization vector post-beta. Distribution is product-led via self-serve signup (Microsoft, Facebook, or Google accounts), complemented by marketplace presence (Shopify, WooCommerce, GTM, Adobe Experience Platform Tags, Microsoft SharePoint), deep integrations (Microsoft Ads, Google Ads, Google Analytics, HubSpot, Optimizely, AB Tasty, Kameleoon, Zapier), and CDN-level bot activity data feeds (Cloudflare, Fastly, Akamai, Amazon CloudFront, Azure Front Door). The product is operated as a service line of Microsoft Corporation; it is not a separately incorporated entity.
Microsoft Clarity firmographics
Firmographics- Name
- Microsoft Clarity
- Legal name
- Microsoft Corporation
- Website
- https://clarity.microsoft.com
- Company type
- Private
- Founded year
- 2020
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Microsoft Clarity is a free, forever behavioral analytics platform from Microsoft offering session recordings, heatmaps, AI-powered Copilot insights, AI Visibility, and Brand Agents AI shopping assistants. It serves 2M+ websites and apps globally with no traffic limits or paid tiers.
- Ownership category
- akta.pro rank
Microsoft Clarity industry classification
Industry- Product category
- Web and Mobile App Behavior Analytics
- NAICS
- Software Publishers (5132), Software Publishers (513210), Computer Systems Design Services (541512)
- SIC
- Services-Prepackaged Software (7372), Services-Computer Programming, Data Processing, Etc. (7370)
- akta.pro primary industry
- AI Application Enablement Platforms (Copilot/Agent Frameworks, SDKs) (HDAEANAJ)
- akta.pro secondary industries
- Model Development & Training Platforms (AutoML, Notebooks, Feature Stores) (HDAEANAB), Feature Stores & ML Data Management (HDAAABAB)
Keywords
Where Microsoft Clarity is headquartered
LocationHeadquarters
- HQ city
- Redmond
- HQ country
- United States
- HQ region
- North America
Offices2 records
Markets served
Microsoft Clarity business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Infrastructure, Personnel, Marketing or Sales, Operations
Revenue model
- Free Analytics Service (Data Monetization): Microsoft Clarity is offered free forever with no traffic limits, no paid tiers, and no upgrades. The Terms of Use permit Microsoft to use non-personal data collected by Clarity to provide and improve its products and services, including for training and fine-tuning machine learning models, enhancing system performance, and developing new features. Microsoft also states it may collect Personal Data for advertising-related purposes. This represents an indirect data-monetization model where the product itself is free and the underlying data is a strategic asset for Microsoft's broader AI and advertising businesses.
- Brand Agents (Beta): AI shopping assistant 'Brand agents' is currently offered free during beta, with planned future monetization once the product graduates from beta. No current pricing details disclosed.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Freemium | — | Free forever — all features, unlimited traffic, unlimited websites, unlimited team members |
| Freemium | — | Clarity Brand Agents — free during beta |
Go-to-market motion4 records
Distribution channels11 records
Marketing channels10 records
Microsoft Clarity product offering
Product offeringCore offering
Microsoft Clarity is a free, forever behavioral analytics platform that provides website and mobile app owners with session recordings, heatmaps, AI-powered insights (Copilot powered by GPT-4o), and a Model Context Protocol server for AI agent access. The product is offered at no cost with no traffic limits and is used by over 2 million sites and apps globally to understand user interaction patterns including rage clicks, dead clicks, and conversion friction.
Product overview
Microsoft Clarity is a single unified behavior analytics platform (with an integrated suite of modules) that is free, forever and used by 2M+ sites and apps globally. Its core platform provides free AI-driven insights into how users experience sites and apps, with no traffic limits or paid tiers. Around this core, Clarity organizes its offering as distinct modules: Heatmaps (click, scroll, area, conversion, attention) and Session Recordings form the analytical foundation; Copilot in Clarity (powered by GPT-4o) provides generative AI chat, session insights, group recordings summarization, and heatmap summarization; AI Visibility tracks when content is cited by AI platforms and identifies AI bot traffic via CDN integrations; Brand Agents is an AI shopping assistant for ecommerce (currently in Beta on Shopify and WooCommerce); Insights surfaces behavioral signals such as rage clicks, dead clicks, and quickbacks; Mobile SDK brings recordings, heatmaps, and crash detection to native and cross-platform mobile apps; the Clarity Live browser extension delivers on-page heatmaps and recordings; the Clarity MCP Server (Model Context Protocol) enables AI tools like Claude and Cursor to query Clarity data via natural language; and the Google Analytics integration bridges Clarity behavioral data with Google Analytics segments.
Differentiator
Problem solved
Functional benefit
Brands
- Clarity Brand Agents: An AI shopping assistant product within Microsoft Clarity that represents brands on ecommerce sites, available on Shopify and WooCommerce.
- Clarity AI Visibility
- Clarity Live (Browser Extension)
Products and services
- Microsoft Clarity Free, forever behavior analytics platform from Microsoft offering AI-driven insights into how users experience sites and apps. Used by 2M+ sites and apps globally, GDPR & CCPA ready. The core platform hosts modules including Heatmaps, Session Recordings, AI Summaries, AI Chat, AI Visibility, and Brand Agents.
- Clarity Brand Agents AI shopping assistant that represents a brand, guides shoppers to products with personalized recommendations, and provides 24/7 intelligent support. Integrates with Shopify and WooCommerce to reflect live catalog data. Free during Beta, with measures including customer behavior comparison and conversion drop-off tracing.
- Clarity Mobile SDK Lightweight mobile SDK (300-500 KB) for native and cross-platform apps providing screen recordings, heatmaps, and crash detection. Supports Android, iOS, Flutter, React Native, Cordova, and Ionic. Includes privacy-compliant PII masking, frustration signals (dead taps, rage taps), and integrates with Firebase Crashlytics.
- Microsoft Clarity MCP Server Model Context Protocol server (@microsoft/clarity-mcp-server) enabling AI tools like Claude and Cursor to query Clarity analytics data via natural language. Provides natural-language query support, dimension filtering (Browser, OS, Country/Region, Device), and retrieval of metrics (Scroll Depth, Engagement Time, Total Traffic). Free and open.
- Clarity Live Browser Extension Browser extension that displays instant heatmaps on a live site and links to recent session recordings for any page being browsed. Combines click and scroll heatmaps into one view, provides click distribution rate per area, and delivers near real-time recordings.
Quantifiable outcome
- +7.36% add-to-cart conversion rate (Netpeak client — home appliances e-commerce)
- +36 more outcomes
Companies that use Microsoft Clarity
Customer profileNamed customers65 records
Segments7 records
Ideal customer profiles6 records
Microsoft Clarity technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration35 records
AI capability11 records
Feature11 records
Microsoft Clarity partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core.
- Microsoft AdscoreNative integration allowing Clarity users to view recordings, heatmaps, and insights tied to Microsoft Ads campaigns. Users can discover ways to improve campaign conversions by linking ad clicks directly to behavior data. Documented at aka.ms/clarity-getstarted-adsdashboard.
- Google AdscoreNative integration enabling Clarity users to view recordings, heatmaps, and insights for Google Ads campaigns — supporting cross-platform ad attribution and conversion optimization.
- Google AnalyticscoreDeep bidirectional integration: Clarity imports Google Analytics segments automatically, allows playback links on GA dashboards, and provides GA-style metrics inside Clarity. Sign-up with Google is offered on the Clarity signup page.
- ShopifycoreStrategic platform integration for Brand Agents and Clarity. Conversion heatmaps are Shopify-only; the Brand Agents AI shopping assistant integrates seamlessly with Shopify stores to reflect live catalog data and business knowledge in every interaction.
- WooCommercecoreStrategic platform integration enabling Brand Agents and Clarity on WordPress-based ecommerce stores. WooCommerce-specific Clarity and AIOSEO plugins are documented.
- Google Tag ManagercoreClarity can be installed in a few simple steps via Google Tag Manager with a native tag template.
- UserFeedback
Scale indicators7 records
Recent moves6 records
Expansion highlights6 records
Microsoft Clarity competitors and assessment
Company assessmentDirect peers
- Smartlook: Smartlook offers session recordings, heatmaps, event tracking, and funnel analysis for websites and mobile apps — directly overlapping Clarity's web + mobile behavioral analytics. Targets product teams with freemium and paid tiers.
- FullStory: FullStory provides digital experience analytics including session replay, heatmaps, and AI-powered insights — closely overlapping Clarity's session recordings, heatmaps, and Copilot features. Targets mid-market and enterprise customers with tiered paid pricing.
- Hotjar: Hotjar offers heatmaps, session recordings, and on-site surveys for website behavior analytics — the same core product category as Microsoft Clarity. Both target SMBs and digital marketers with PLG motion; Hotjar is the most directly comparable paid competitor.
- Mouseflow: Mouseflow provides session replay, heatmaps, funnels, and form analytics — comparable to Clarity's session recordings, heatmaps, and Insights module. Targets SMBs and mid-market with subscription pricing and a free tier.
- LogRocket: LogRocket combines session replay, product analytics, and error monitoring for web and mobile apps — overlapping with Clarity's recordings, mobile SDK, and frustration-signal insights. Targets product teams and developers with a subscription SaaS model.
- Crazy Egg: Crazy Egg offers heatmaps, session recordings, A/B testing, and traffic analysis for websites — directly overlapping Clarity's heatmap and recording offerings. Targets SMBs and ecommerce merchants with tiered pricing.
Broad incumbents
- Amplitude: Amplitude is a public digital analytics platform offering product analytics, session replay (via cohorts), and AI insights — broadly overlapping Clarity's analytics scope. Targets enterprise product teams with a freemium-to-enterprise pricing model.
- Mixpanel: Mixpanel is a leading product analytics platform with event-based tracking, funnels, and retention analysis — adjacent to Clarity but more focused on quantitative product metrics rather than qualitative session replay. Targets product-led companies with subscription pricing.
- Heap (by Contentsquare): Heap provides autocapture digital analytics and now session replay as part of Contentsquare — adjacent to Clarity's auto-tracking (Smart Events) and session recording modules. Targets mid-market and enterprise with usage-based pricing.
Emerging players
- PostHog: PostHog is an open-source product analytics and session replay platform offering heatmaps, recordings, feature flags, and A/B testing — comparable in product scope to Clarity but with a paid open-core model. Targets developers and product-led teams as a fast-growing emerging alternative.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks7 records
Key highlights7 records
Customer concentration
Microsoft Clarity social profiles
Digital presenceMicrosoft Clarity compliance and trust
Trust signalCompliance4 records
Microsoft Clarity financial estimates
Financial estimateRevenue estimate
Valuation estimate
Microsoft Clarity leadership team
Management profileNumber of profiles
Profiles1 record
Microsoft Clarity funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Microsoft Clarity M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Microsoft Clarity
What does Microsoft Clarity do?
Microsoft Clarity is a free, forever behavioral analytics platform that provides website and mobile app owners with session recordings, heatmaps, AI-powered insights (Copilot powered by GPT-4o), and a Model Context Protocol server for AI agent access. The product is offered at no cost with no traffic limits and is used by over 2 million sites and apps globally to understand user interaction patterns including rage clicks, dead clicks, and conversion friction.
Is Microsoft Clarity a public or private company?
Microsoft Clarity is a private company. It is classified as corporate owned and is currently operating.
When was Microsoft Clarity founded?
Microsoft Clarity was founded in 2020. It employs 11 to 50 people.
Where is Microsoft Clarity based?
Microsoft Clarity is headquartered in Redmond, United States, in the North America region.
How does Microsoft Clarity make money?
Two revenue lines are on record. Free Analytics Service (Data Monetization) is the primary driver. The others are brand Agents (Beta).
Who are Microsoft Clarity's main competitors?
Direct peers on record are Smartlook, FullStory, Hotjar, Mouseflow, LogRocket and Crazy Egg. Broad incumbents are Amplitude, Mixpanel and Heap (by Contentsquare). PostHog is listed as an emerging player.
Does Microsoft Clarity have an API?
Yes. Microsoft Clarity provides a Data Export API and a Model Context Protocol (MCP) Server. The MCP Server (@microsoft/clarity-mcp-server) allows AI tools like Claude and Cursor to query Clarity analytics data via natural language prompts. Developers authenticate using a Clarity project API token (obtained via Settings > Data Export > Generate new API token) passed as a CLI argument (e.g., npx @microsoft/clarity-mcp-server --clarity_api_token=your-token-here). Each project is limited to 10 API requests per day, 3 days of data, and up to 3 dimensions per request. Prerequisites include Node.js v16+. The MCP server supports filtering by dimensions like Browser, OS, Country/Region, and Device, and retrieves key metrics including Scroll Depth, Engagement Time, and Total Traffic. Integration works with Claude for Desktop and other MCP-compatible clients. Developer documentation is at github.com/microsoft/clarity-mcp-server?tab=readme-ov-file#configuring-mcp-clients.
What industry is Microsoft Clarity in?
Microsoft Clarity's product category is Web and Mobile App Behavior Analytics. Its primary akta.pro industry code is HDAEANAJ, AI Application Enablement Platforms (Copilot/Agent Frameworks, SDKs), with a secondary code of HDAEANAB, Model Development & Training Platforms (AutoML, Notebooks, Feature Stores). Its NAICS code is 5132 and its SIC code is 7372.