Analytics & Tracking

Microsoft Clarity

Quick Definition

Microsoft Clarity is a free heatmap and session recording tool that complements traditional analytics with visual user behaviour data.

In context

Install alongside GA4. Heatmaps reveal where users actually click, scroll, and ignore. Session recordings show exactly how users interact with your site, surfacing UX problems no analytics dashboard would catch.

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Related terms

Conversion API (CAPI)

Conversion API is the server-to-server measurement protocol used by Meta, Google, TikTok, and others to send conversion events directly from your server to the ad platform — bypassing browser-side tracking constraints.

Active Users

Active users are those who have at least one engaged session in a given timeframe.

Engaged Session

An engaged session in GA4 is one lasting 10+ seconds, having a conversion, or with 2+ pageviews — replacing the old 'bounce rate' concept.

Hotjar

Hotjar is a heatmap, session recording, and feedback tool used for UX research and CRO.

Scroll Tracking

Scroll tracking measures how far down a page users scroll — typically reported in 25/50/75/100% depth buckets — as a proxy for engagement and content quality.

Attribution Window

An attribution window is the time period after a marketing touchpoint within which conversions are credited to that touchpoint — typical windows are 1, 7, 28, or 90 days.

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