New Clarity features for AI agent tracking
Microsoft Clarity now tracks agentic activity on websites separately from human traffic. The service distinguishes between actions performed by AI agents and live users.
Agents are autonomous AI systems that complete tasks without direct human control. They search for information, book services and fill forms. Their traffic is growing, and web analytics must account for it separately.
What the new analytics does
Clarity now processes agentic activity as a distinct traffic type. This allows operators to see which agents visit the site, track their behaviour separately from humans, understand how AI interacts with content and adjust engagement metrics.
Without separation, AI bots distort statistics. An agent can traverse an entire site in seconds, process forms and download files — all counted as real visitor activity.
Brand Agents: custom AI assistants for companies
Clarity introduced Brand Agents — custom agents for business. A company can create its own AI assistant that works with site data.
Such an agent answers visitor questions by referencing actual content. It knows site structure, products, terms and policies. It does not invent — it pulls information from indexed pages.
Brand Agents embed into web properties and serve as a contact point between user and content. Not a chatbot with templates, but an agent with access to the company's current knowledge base.
Ask Clarity: natural language queries for analytics
Ask Clarity turns the interface into a dialogue. Instead of configuring filters and segments, users can ask: 'Which pages have high bounce rates on mobile?' or 'Where do users click most often on the homepage?'
The tool parses the query, builds the required report and displays results. It saves time navigating dashboards, particularly for those who do not work with analytics daily.
This simplifies data access for marketers, product managers and content teams — anyone making decisions without sitting in dashboards constantly.
Why this matters for arbitrage and affiliate marketers
Separating agentic and human traffic is critical for metric accuracy. If AI bots count as conversions or engaged visits, reports lie. This distorts assessment of creative effectiveness, landing pages and traffic sources.
Clarity is free, integrates with Google Analytics and has no traffic limits. For those driving traffic to landing pages or testing offers, it is an alternative to paid solutions with heatmaps and session recordings.
Agentic analytics is early stage, but AI traffic is growing. Services that learn to account for it properly will deliver a cleaner picture of real audience behaviour.
Availability
Features are live in Microsoft Clarity. Ask Clarity and agent analytics are available to all users. Brand Agents remain in early access — implementation details are available in the tool's dashboard.
