Microsoft Clarity and Google Analytics with an AI agent: what each can tell you
Google Analytics answers how many people came, from where, and whether they converted. Microsoft Clarity answers how they behaved on the page: how far they scrolled, where they clicked in frustration, how fast they left. An agent that reads both can tell a traffic problem from a page problem. This guide explains what each source covers, the limits of Clarity's API, and the questions that need both.
Two different questions
When a campaign's conversion rate falls, the cause is usually one of two things: the traffic changed (a new audience, a broader match type, a placement you did not want) or the page changed (slower, broken, mismatched with the ad). Google Analytics is good at the first: sessions, sources, campaigns, conversions and revenue, over any period you keep data for. Clarity is good at the second: scroll depth, engagement time, rage clicks, dead clicks, quick backs, script errors.
Neither replaces the other. Google Analytics will tell you the landing page's conversion rate fell; Clarity can show that visitors from one campaign leave within seconds while others scroll. Read together, they turn "conversions dropped" into "this page loses visitors from this campaign".
What the agent reads from each
| Google Analytics | Microsoft Clarity | |
|---|---|---|
| Time range | Any range your property keeps | The last 1, 2 or 3 days only |
| Daily limit | Google's API quotas, rarely reached by one team | 10 requests per project per day |
| Breakdowns | Many dimensions, plus funnels and cohorts | Up to 3 per request: page, source, medium, campaign, channel, device, country, browser, OS |
| Unique strengths | Conversions, revenue, attribution, audiences | Scroll depth, engagement time, rage and dead clicks, quick backs, script errors |
| Changes | Property settings, with approvals | None — read-only |
Clarity's limits, and how an agent should respect them
Clarity's Data Export API is deliberately narrow, and an agent that ignores that wastes the day's requests in minutes. Three habits matter.
- Count the requests. Ten per project per day are shared by everyone who connected the project. Agent Planners counts them per project and shows how many are left before it asks.
- Reuse answers. The same question within two hours is answered from the saved copy, and when the day is used up the newest saved answer is used and labelled with the time it was read.
- Say when there is no data. A window with only bot sessions is no data, never "no problems". Rows by page do not add up to a project total, because one session can visit several pages.
Questions that need both
| Question | What the agent combines |
|---|---|
| "Which landing pages lose the most paid traffic?" | Google Analytics sessions and conversions by landing page, then Clarity's quick backs and scroll depth on the same pages. |
| "Is the new campaign sending worse visitors, or is the page the problem?" | Google Analytics by campaign, then Clarity behaviour by campaign over the last 3 days. |
| "Did the site release break anything?" | Clarity script errors and dead clicks since the release, against Google Analytics conversions per day. |
| "Is mobile converting worse because of the page?" | Google Analytics conversion rate by device, then Clarity rage clicks and scroll depth on mobile. |
Reading the time windows correctly
The two sources count days differently. Google Analytics reports in the property's own reporting time zone, and "last 7 days" means the seven full days ending yesterday. Clarity's window is the last 24, 48 or 72 hours from the moment of the call. An agent comparing the two should say which window each number covers, and use Clarity for what happened in the last few days rather than for a weekly trend.
A worked example: a landing page that stopped converting
Say a paid search campaign's conversion rate halves over a weekend and nothing in the ad account changed. The agent starts in Google Analytics: sessions from the campaign are steady, the landing page's conversion rate fell, and the drop is on mobile only. That rules out a traffic problem and points at the page.
Then it reads Clarity for the same page over the last 3 days, by device. Mobile sessions show rage clicks and a scroll depth far below desktop, and script errors appear on mobile sessions. That points at a release that broke something on small screens — the kind of finding a team would otherwise get from a support ticket a week later.
What the agent should not do is claim more than it read. Clarity's window is three days, so it says the problem is current, not when it started; the release date comes from your own change log or from Tag Manager's version history, which the agent can read in the same task. And the fix — rolling back, changing the page, or pointing the ads at another page — is a person's call; ad changes go through your normal approvals.
When to use which
- Trends over weeks or months, revenue, attribution: Google Analytics.
- What went wrong on a page in the last few days: Clarity.
- Why a campaign's conversion rate moved: both — Google Analytics to find the page and segment, Clarity to see the behaviour.
- Recordings and heatmap images: the Clarity dashboard itself; the API does not share them.
Setting it up
- 1Connect the Google Analytics property on Integrations with Google sign-in.
- 2In each Clarity project, a project admin generates a Data Export token (Settings → Data Export); connect it on the Microsoft Clarity card. One token per project.
- 3Pick both in the context picker and ask a question that needs both, for example: "Which landing pages had the most quick backs from paid traffic in the last 3 days, and how did they convert last week?"
Frequently asked questions
- Should I use Microsoft Clarity or Google Analytics?
- Both, for different questions. Google Analytics counts traffic, conversions and revenue over any period; Clarity shows on-page behaviour such as scroll depth and rage clicks. Clarity's API covers only the last 1–3 days.
- Can an AI agent read Clarity heatmaps?
- Not the heatmap images or recordings. Clarity's Data Export API shares the dashboard's numbers — sessions, scroll depth, engagement and friction signals — which the agent reads and ranks.
- Does the agent change anything in Clarity?
- No. The Clarity connection is read-only.