Microsoft Clarity Agentic Analytics: Track What AI Agents Do
Microsoft Clarity agentic analytics shows what AI agents do on your site, plus Brand Agents and Ask Clarity. What launched and how marketers can use it now.
In this article
Microsoft Clarity agentic analytics is now available, giving site owners a way to see what AI agents do when they visit a website on a shopper’s behalf. Microsoft announced it on November 4, 2026 in a Clarity blog post alongside two other launches: Brand Agents product discovery in Microsoft’s AI experiences, and Ask Clarity, a natural language assistant for behavior data.
Microsoft says the new capabilities are available globally to all Clarity users, with Ask Clarity as the exception because it is in closed beta for retailers. Clarity itself remains free.
This matters to anyone who runs an ecommerce store, a booking site or a lead generation site. Agents from OpenAI, Google and Anthropic are starting to browse, search and check out, and until now most analytics tools have lumped them in with people or filtered them out as bots.
Why AI agent traffic needs its own reporting
Microsoft says weekly sessions from AI agents nearly doubled in three weeks to almost 2 million. That figure comes from its analysis of agentic sessions across 230,511 Clarity projects between August 13 and September 9, 2026.
A separate Clarity study published on October 29 shows why this traffic behaves differently. Agent sessions recorded a checkout far more often than human sessions, while people were much more likely to click away to another site.
| Action recorded in a session | AI agent sessions | Human sessions |
|---|---|---|
| Checkout | 25.21% | 14.65% |
| Submit form | 19.85% | 18.56% |
| Outbound click | 14.28% | 26.99% |
Microsoft adds two caveats that matter. Agent sessions may include a human handoff that Clarity cannot yet separate, and these event counts are independent, so they should not be read as steps in one funnel or as proof that an agent finished a task on its own.
What Microsoft Clarity agentic analytics includes
The launch has two parts. The Agent Activity dashboard shows how agent traffic changes over time, which agents visit and what they do, including searches, form submissions, logins, downloads, appointment bookings and checkout.
The second part is Simulations. You can test how well agents complete important tasks on your site, and the results show whether the task was completed, how long it took, how many interactions it needed and where to improve. Microsoft says simulations start with commerce and travel scenarios, with more journey types planned. Supported agents come from Google, OpenAI and Anthropic.
As Microsoft puts it in the post, “most websites are built for people, not agents.” Simulations are the first easy way we have seen to test that claim on your own pages.
Brand Agents and Ask Clarity
Brand Agents started as an on-site shopping assistant grounded in your live product catalog, shipping and returns policies and brand voice. Now, for eligible WooCommerce and Shopify merchants, products can also appear in Microsoft Copilot, Bing and MSN, with the purchase completed on the merchant’s own website. Microsoft says there is no extra catalog upload if Brand Agents is already installed, and you can choose to use it only for AI product discovery without showing the assistant on your site.
For local businesses, Brand Agents can help a visitor pick a service and book it. Microsoft lists connections to Square, Jobber, HubSpot, Calendly, Housecall Pro and Salesforce for leads and appointments. Setup guides live in the Brand Agents documentation.
Ask Clarity lets you ask plain questions about how people use your site. Microsoft says it explores possible explanations, tests them against your site data, such as session recordings, heatmaps, funnels and events, recommends next steps and links findings to the relevant session recordings. Support for AI visibility and advertising data is listed as coming soon.
What marketers should do now
These steps are our recommendations based on the announcement, not official Microsoft guidance.
- Install or update Clarity. If you do not use it yet, sign up and add the Clarity tracking code to your site. It is free and, per Microsoft, has no traffic limits.
- Open the Agent Activity dashboard. Note which agents visit, which pages they hit and which actions they take. Compare the share of checkouts or bookings with your human traffic.
- Run a simulation on your money journey. Pick your most important task, such as add to cart and checkout, and see where the agent slows down or fails. Common culprits are pop-ups, unlabeled buttons and forms that need extra clicks.
- Fix the friction for both audiences. Clear labels, simple forms and visible prices help agents and people alike. Our guide to structuring HTML for AI crawlability covers the markup side, and our conversion rate optimization tips cover the human side.
- Separate agent data in reports. Do not let agent checkouts inflate your human conversion rate. Report the two side by side, and keep in mind Microsoft’s warning that some agent sessions include a human handoff.
- Check Brand Agents eligibility. If you sell on Shopify or WooCommerce, review the Brand Agents setup to get products into Copilot, Bing and MSN. Local service businesses on WordPress can test the booking flow.
- Join the Ask Clarity waitlist if you are a retailer, so you can test it once your account is admitted.
How this fits the bigger shift
Agents are becoming a real visitor type, not a future idea. If you are new to the concept, our plain English guide to what an AI agent is and our piece on how AI agents are transforming digital marketing explain the basics.
The practical point is simple. Until now, most teams had no idea whether an agent could buy from them. Clarity now gives a free way to measure it, test it and fix it, and the teams that start this month will have clean baseline data before agent traffic grows further.
