Liam Walsh
Liam is a Co-Director at Intelligency and heads up the agency's Digital Intelligence & Paid Social activity. Over the last decade, he has worked with brands from the world of sports such as Premier League clubs to entertainment such as Channel 4 and Disney.
Microsoft Clarity, a free website analytics tool, now integrates with Google Ads to give businesses deeper insights into user behaviour after clicking on an ad. This new feature helps connect ad performance with website engagement, enabling businesses to see how visitors interact with their site and identify ways to improve results.
What Is Microsoft Clarity
Clarity provides tools to help website owners understand their users. Features like heatmaps, session recordings, and real-time data show how visitors navigate, click, scroll, and engage with a website. These insights make it easier to spot what’s working and address issues that might drive users away.
What the Integration Offers
The integration between Clarity and Google Ads takes things a step further by focusing specifically on paid traffic. A new advertising-focused dashboard provides real-time metrics for each ad campaign. Businesses can see how users behave after clicking ads, such as where they click on the site, how far they scroll, and how much time they spend.
One standout feature is the ability to track user intent by campaign. This means businesses can measure the volume of clicks and the quality of interactions, helping them understand which campaigns bring engaged visitors and which may need adjustments.
Why This Matters
This new feature allows businesses to go beyond basic ad metrics like clicks or conversions. By linking ad spending to real user behaviour, businesses can optimize their campaigns and landing pages based on what their audience does. This can lead to smarter advertising decisions, better website experiences, and improved return on investment (ROI).
Looking Ahead
This integration will enhance marketers’ ability to optimize campaigns and drive performance for brands and clients. It also raises the question of whether Google might develop its own Clarity-like technology for use within Google Ads.
