How to Use Microsoft Clarity Agentic Analytics: A Guide for CMOs and CTOs

For twenty years, website analytics has answered one question: what did people do on our site? That question is no longer enough. Some of your visitors are now AI agents that search, fill in forms, book appointments and check out on someone’s behalf. Others arrive after an AI assistant recommended you. Most analytics stacks can’t tell these visits apart from ordinary traffic, let alone tell you whether they succeeded.

On 4 November 2026, Microsoft Clarity announced features aimed at exactly this gap: Agentic Analytics, an expanded Brand Agents, and Ask Clarity. Here’s what was launched, what it means for marketing and technology leaders, and what to do about it now.

The short version

• Agentic Analytics shows which supported AI agents visit your site, what they do there, and whether they can complete key tasks.
• Brand Agents puts an AI assistant on your website that is grounded in your own catalogue and policies. For eligible stores, it can also surface products in Microsoft Copilot, Bing and MSN.
• Ask Clarity lets you ask questions about your website data in plain English and links the answers to session recordings.
• Clarity is free. The announcement describes the features as globally available, but Ask Clarity is currently in a closed beta for retailers.

Why this matters: three kinds of visitor

Microsoft frames the change as three eras of the web that now overlap. People browse websites. People ask AI for recommendations. And people increasingly hand tasks to agents that book or buy for them.

Agent traffic is still small, but it is growing fast. Clarity’s own analysis covered 5.23 million agentic sessions across 230,511 projects between 13 August and 9 September 2026. Weekly sessions from AI agents nearly doubled in three weeks, to almost 2 million. The agents were shopping, booking and filling out forms.

Treat those numbers with care. They describe sites running Clarity, not the whole web, and more agent visits don’t automatically mean more revenue. The direction is clear, though. A growing share of the “users” on your website aren’t people, and your site was designed for people.

1. Agentic Analytics: what AI agents actually do on your site

The new Agent Activity dashboard shows how agent traffic changes over time, which agents visit, and what they do once they arrive. That includes searches, form submissions, logins, downloads, appointment bookings and checkouts. Detection currently covers agents operated by Google, OpenAI and Anthropic.

The more interesting part is simulations. Clarity can test whether an agent can complete a task on your site, how long it takes, how many interactions it needs, and where it gets stuck. Simulations start with commerce and travel journeys, and Microsoft plans to add more types over time.

What it means for you: an agent that can’t get past your enquiry form is a lost lead you will never see in a funnel report. Many of the things that slow agents down also annoy humans: unlabelled form fields, content that only appears after scripts load, flows hidden in modals, captchas on every step and inconsistent page structure.

2. Brand Agents: your website in the AI recommendation layer

Brand Agents began as an on-site shopping assistant grounded in your live product catalogue, shipping and return policies, and brand voice. This update extends it in two directions:

• Discovery in Microsoft’s AI surfaces. Eligible Shopify and WooCommerce merchants can have products appear in Microsoft Copilot, Bing, MSN and more when shoppers ask AI for recommendations. The shopper then completes the purchase on the merchant’s own website.
• Local and service businesses. Brand Agents can identify the right service for a visitor and offer to book it. It connects to Square, Jobber, HubSpot, Calendly, Housecall Pro and Salesforce, so it can capture leads and schedule appointments directly. Eligible WordPress sites can set this up by installing Clarity, choosing “Clarity with Brand Agents” and connecting a supported CRM.

What it means for you: Brand Agents is a customer-facing feature, not a neutral measurement tool. Its answers are only as good as the content and data behind it. If your service pages are vague, out of date or inconsistent, an AI agent will repeat those problems to your prospects.

3. Ask Clarity: an analyst for your behavioural data

Ask Clarity lets you ask a business question in plain language. It analyses your session recordings, heatmaps, funnels and events, recommends next steps, and links each finding to the recordings that support it.

Microsoft’s example is testing whether European shoppers convert less because of price, and finding the real cause in untranslated pages or a delivery option that only works in one market. One early user found that 80.2% of pageviews on a landing page ended with no onward click.

Ask Clarity currently focuses on website behaviour. Microsoft says AI Visibility and advertising data are coming. It’s in a closed beta for retailers with a waitlist, so check what your account can actually turn on.

What it means for you: most teams record far more sessions than anyone watches. A tool that turns those recordings into specific, evidenced findings shortens the gap between “conversions dropped” and “here’s the page to fix”.

What this means for your role

For CMOs

• Your funnel now has a non-human stage. AI assistants are shaping shortlists before a buyer ever reaches your site. Visibility in AI answers (answer engine optimisation) now sits alongside SEO.
• Attribution will get messier before it gets better. Treat agent traffic as its own segment. Don’t let it inflate or dilute your conversion rates.
• Content quality is now a sales asset for machines too. Clear, consistent and well-structured service and product information is what AI systems quote.

For CTOs

• Make your site agent-ready. That means semantic HTML, labelled forms, server-rendered core content, predictable URLs and structured data. These are the same foundations that help accessibility and performance.
• Decide your agent policy deliberately. Choose which agents to allow, which flows they may complete, and how bot protection treats them. Blocking everything may also block customers who use agents.
• Review data and privacy. Session recording and AI analysis need to fit your consent setup and data policies, especially on logged-in or regulated flows.

For website managers

• Add agent journeys to your QA checklist. Can an agent find your contact form, submit it and get confirmation?
• Watch the forms. Agent drop-off on enquiry, demo and booking forms is the most direct measure of lost leads.
• Use recordings to fix, not just observe. Pair Clarity’s findings with a regular improvement cycle.

A practical checklist to start this week

1. Install Clarity, or confirm it is running on every key template, and check it against your consent setup.
2. Open the Agent Activity dashboard and set a baseline: which agents visit, how often, and on which pages.
3. List your three most valuable journeys (enquiry, demo request, booking or checkout) and test each one as an agent would.
4. Fix the obvious blockers: unlabelled fields, script-only content, multi-step modals and aggressive captchas.
5. Audit your service pages for the facts an AI agent needs: what you do, for whom, where, at what scale, and how to get in touch.
6. Report agent traffic separately in your monthly dashboard so trends don’t get lost in averages.

The bigger picture

Clarity’s launch is an early map of agentic commerce, not a finished solution. Detection covers only a few agent operators, simulations cover a few journey types, and the hardest attribution questions are still open. But the message for website owners is clear. Your website now needs to work for two audiences: people, and the agents that act for them. Sites that are clear, fast and well structured will win with both.

How Supercode can help

At Supercode, we design and build websites for B2B and enterprise brands that convert people and are readable by AI systems. That includes AEO-ready website design, web development with clean, semantic, fast front ends, usability testing to find where journeys break, and website redesigns when the foundations need rebuilding.

Want to know how your website performs for AI agents and AI answers? Talk to our team about a website and AEO review.

FAQs

What is Microsoft Clarity Agentic Analytics?

It is a Clarity feature that shows which supported AI agents visit your website, what they do there (such as searches, form submissions, bookings and checkouts), and whether they can complete key tasks. It currently covers agents operated by Google, OpenAI and Anthropic.

Is Microsoft Clarity free?

Yes. Clarity is free. Ask Clarity is currently in a closed beta for retailers, and some Brand Agents features are limited to eligible merchants and platforms.

What are Clarity Brand Agents?

Brand Agents is an AI assistant for your website, grounded in your catalogue, policies and brand voice. Eligible Shopify and WooCommerce stores can also appear in Microsoft Copilot, Bing and MSN recommendations. Service businesses can use it to capture leads and book appointments through CRMs such as HubSpot and Salesforce.

How do I make my website easier for AI agents to use?

Use semantic HTML and clearly labelled forms, render core content on the server, keep URLs and page structure predictable, add structured data, and avoid hiding key flows behind scripts, modals or repeated captchas. Then test your main journeys with tools like Clarity’s simulations.

Does AI agent traffic affect my analytics?

It can. Agent sessions can distort conversion rates and engagement metrics if they are mixed with human traffic. Track them as a separate segment.

Sources: Microsoft Clarity blog: Agents act, LLMs recommend, and people browse and ContentGrip: Microsoft Clarity adds AI-agent analytics.