Microsoft Clarity added a dashboard to count AI agents on your site

A marketer who wanted to know how many AI agents hit their site had no easy way to count them. Microsoft Clarity changed that on 4 November. The free analytics tool added three things. First, a dashboard called Agent Activity. Second, a question tool called Ask Clarity. Third, a bigger Brand Agents programme for local businesses.

Agent Activity: counting Google, OpenAI and Anthropic agents

Agent Activity shows how many AI agents visit a site, which agents they are and what they do. Microsoft says it covers agents from Google, OpenAI and Anthropic today. The dashboard tracks searches, form submissions, logins, bookings, downloads and checkouts. Microsoft also says weekly AI agent sessions on Clarity sites "nearly doubled in three weeks to almost 2 million". The figure is the company's own.

A second piece lets a team run a simulation assessment before real traffic hits. It tests whether an agent can finish a checkout or a travel booking. The report measures completion rate, duration, interaction count and where the agent got stuck.

Ask Clarity and Brand Agents

Ask Clarity is a question-and-answer tool. A marketer types a question in plain words. The tool answers from the site's own session data. Microsoft says 88 percent of beta users "reported discovering something new about their business". It is in closed beta for retailers today, with a waitlist for others.

Brand Agents now reach more businesses. A WooCommerce or Shopify shop can show its products inside Microsoft Copilot, Bing and MSN. A local service business can let a customer book a job the same way. Microsoft lists Square, Jobber, HubSpot, Calendly, Housecall Pro and Salesforce as booking partners. Microsoft says WordPress businesses can start now.

What this changes for a GEO or SEO team

Three things change for a team that watches search traffic. The first is a free count of AI agent visits by source. Google Analytics 4 does not label an agent as different from a human user. A team that was only told its chatbot traffic was growing can now see which model sent how many agents. It can also see what each one tried to do.

The second is the pre-flight test. An agent may shop for a customer. If the agent cannot finish the checkout, the sale is gone before a human sees the site. The simulation runs the test on a staging path and returns a completion rate.

The third is the admission from Microsoft's own number. Weekly agent sessions nearly doubled in three weeks on sites running Clarity. That is one vendor's view of its own user base, not a market measurement. But it is the first dated vendor figure on this traffic class. A marketing team now has a free tool to measure the same thing on its own site. It can then decide whether to shape a page for an agent reader on top of a human one.

Clarity is free, with no traffic limit, on the sign-up page.

Source

• Agents act, LLMs recommend, People browse: Clarity connects all three, Microsoft Clarity.
• Microsoft Clarity With New Agentic Analytics & Ask Clarity, Search Engine Roundtable.