Microsoft launched their Clarity platform as a free to use web analytics tool. It is causing a bit of a stir as it is currently positioned as free to all without usage limits. This is a pretty significant offering given the growth in the web analytics marketplace. True to form, the first reaction is to compare this to Google Analytics, quickly reaching hyperbole as “GA Killer” in the more link hungry blogs and news site.
Microsoft Clarity is unlikely to be considered by Google Analytics as a real threat to either their free version or premium 360 suite. The functionally does have some parallels, but not enough to draw the entrenched masses. Clarity is much more likely an addon running in parallel to GA or similar more complete web analytics platform.
The SaaS providers that will be looking in their rear-view mirrors will be the likes of Hotjar and CrazyEgg as Microsoft Clarity reports focus on session recording, heatmaps and user centric reporting – reports that Google Analytics as only ever paid lip service too, focusing more on acquisition and attribution. These reports looks to be very interesting and useful from a UX and CRO perspective, but the price tag of free should cause some concern to those of use using these tools on enterprise sites.
Google Analytics has done a very good job of helping advertisers justify how much they spend on Google Ads over the year. This was, I believe the main reason Google bought urchin tracker in the first place, but now the commoditisation of data is far more lucrative. Having a global site tag marketers rush to add to their site can provide a steady stream of intelligence that can be leveraged in audience insights and user intent that we now see in the programmatic offerings in Google Ads. It’s pretty clear from the Microsoft clarity T&C’s that this is intention behind the free service.
“If you’re not paying for the product, you are the product”
“Microsoft may use the Personal Data it collects in connection with the Offering for any purpose in accordance with the Microsoft Privacy Statement, including to provide the Offering; improve Microsoft’s products and services, including reporting and performance analysis; and create user profiles for purposes that include advertising.”
This is not a surprise, but it is concerning how it’s being positioned as featuring GDRP compliant features. Those who don’t take the time to check it out beforehand, could fall foul to not having the appropriate privacy settings or notices.
Coming back to where this fits in the reporting suite. One of the major features of hotjar and how they have positioned their business is to never sell the data for marketing purposes. The licence fee is so low on Hotjar compared to other enterprise tools, it’s hard to believe selling the data isn’t part of the their commercial model.
As it’s free I’ve set Microsoft Clarity up on here and will play around with the outputs. Sadly, I don’t think I’ll be getting enough traffic to make the most of it.