[intro]In this guide, you’ll learn how to install Clarity on your EKM online shop, which is used to analyse your online traffic and can help you improve your sales.[/intro]

[summary]

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[tips]Before you begin, we recommend that you set up accounts on GA4, Google Merchant Centre and Google Search Console, and use your Google account to create your Clarity account, as this will help you configure your settings later on.[/tips]

What is Clarity?

Clarity is a free tool from Microsoft that helps website owners understand how visitors use their websites. It records where people click, how far they scroll, and how they interact with different pages. Clarity is helpful because it lets you see what your users experience on your website. Imagine it as a tool that shows you a visitor’s journey on your site, giving you insights into what’s working well and what could be improved. For example, if visitors click on something that isn’t working or seem stuck on certain pages, Clarity will highlight that. It’s easy to set up and doesn’t require much technical know-how, making it perfect for beginners who want to improve their website.

What kind of data does it collect?

Microsoft Clarity collects data about how visitors interact with your website. This includes mouse movements, clicks, scrolling, and page navigation. It also shows you heatmaps, visual representations of where people click and move on a page. Another feature is session recordings, where you can watch how a user interacted with your site. Clarity also tracks "rage clicks" (when someone repeatedly clicks on the same spot, indicating frustration) and provides insights on dead links or user drop-off points. Clarity doesn’t collect personal information, keeping your users’ privacy intact.

Why is this data useful?

The data Clarity collects is incredibly useful because it helps you improve your website. By understanding how visitors interact with your site, you can spot issues that might be driving them away or preventing them from purchasing. For example, if many users click on something that doesn’t work or get stuck on a particular part of the page, you can fix that to make their experience smoother. Heatmaps can show you which parts of your site are popular so you can focus on enhancing those areas. Ultimately, Clarity helps you improve user experience, which can lead to more satisfied visitors and better results for your website, such as higher engagement or more sales.

[remember]If your EKM online shop is on the Advanced, Pro or Evolve tiers, your Ecommerce Manager will install Clarity for you to deliver beneficial insights and reports. However, if your EKM online shop is on the Lite, Basic or Standard tiers, you must install and manage Clarity yourself; Only Ecommerce Experts can provide guidance and support for Clarity. [/remember]

Installing Clarity code on your EKM online shop

1. Click here and then click Signup in the top right-hand corner:

2. In the modal that appears, click one of the following buttons:

3. When you have logged in, you’ll need to confirm your email address and tick the relevant boxes before clicking the Continue button:

4. On the next page, you need to complete the following fields before clicking Add New Project:

5. You’ll then see this page. A single website added to Clarity is called a ‘Project’. Click the cog symbol to amend the settings:

6. Click Setup on the left-hand menu:

7. Now, you need to click Get Tracking Code within the Install Manually element:

8. Click the Copy to Clipboard button on the left-hand side:

9. In a separate browser tab, log into your EKM online shop. Click Features on the left-hand menu:

10. On the Features page, scroll down to Google Tools and double-click the icon:

11. Within the Google Tools feature, scroll down past any existing code in the Google Analytics Tracking Code field, and then paste your Clarity code after any existing code before clicking the green Save button in the bottom right-hand corner:

12. You then need to return to the browser tab displaying Clarity. Click Getting Started at the top of the page:

[remember]It can take up to 2 hours to start seeing data with Clarity after you have added the installation code to your EKM online shop. [/remember]

13. You’ll then be redirected to this page:

Connecting your GA4 account to Clarity

14. Scroll down this page to see the following options:

15. To link Clarity with your existing GA4 account, click the link:

16. Scroll down and click Get Started:

17. You’ll then be redirected to log into your Google account - if you’re not logged in already. Then, you will need to tick the boxes to grant the relevant permissions before clicking Continue:

18. You’ll be redirected back to the Clarity Dashboard. In the modal that appears, select your EKM online shop from the drop-down menu and click Save:

19. You’ll then see that the Google Analytics element is Connected:

20. Scroll to the top of the page and click Getting Started again:

Adding people to your Clarity account

It is beneficial to add other people to your Clarity account. These people could be your staff, or if your EKM online shop is on the Evolve, Advanced, or Pro tier, you may want to add your Ecommerce Expert or Ecommerce Manager. You can choose from two potential roles to assign to people you want to add to your Clarity account:

  • Admins have complete access to that project, and multiple Admins can be on the same project.
  • Members have read and write access to the Project.

21. You can read more about the permissions for each role here. To add people, scroll down to the Clarity Tour element and click the Invite your Team link:

22. You’ll then be redirected to this page. Click Add Team Member on the top left-hand side:

23. In the modal that appears, add the email address of the person you would like to add to your Clarity account and use the Role drop-down to select the most appropriate permissions for them before clicking the blue Add button:

[remember]Your Ecommerce Expert or your Ecommerce Manager may ask to be added to your Clarity account to provide support, and they will require the role of Admin. The standard Customer Support Team cannot provide support for the Clarity platform. [/remember]

24. Whilst you are waiting for your invitation to be accepted, you will see the person listed with a Pending status:

25. Scroll to the top of the page and click Getting Started:

Manage your IP Addresses

26. Now, you need to manage your IP addresses to ensure that your IP address is separate from the data that Clarity collects, which could muddy your results. To do this, scroll down and click the IP Blocking link:

27. Now you need to click Block IP Address on the top left-hand side:

28. In the modal that appears, in the Name field, add something like ‘My Computer’ or ‘My Laptop’ and tick the box to block the IP Address of the computer you’re working on before clicking the blue Add button:

[tips]If you have invited someone else to your Clarity account, it’s also a good idea to block their IP Address. You can find someone else’s IP Address by asking them to go to Google, type in ‘What’s my IP address?’ and click enter. Their IP address - typically four groups of three numbers - will be displayed in the search results. When they have confirmed their IP Address, you can then repeat the process above. [/tips]

29. Scroll to the top of the page and click Getting Started:

Masking Sensitive Content

30. Click Masking Settings:

31. You’ll be redirected to this page, where you can select what kind of Masking Mode you would like Clarity to use:

Masking is when Clarity automatically blurs out some text and images but cannot be applied retroactively. You do not need to use Masking if you intend to keep any analytics and recordings from Clarity private. However, if you want to share data or recordings with third parties, using Masking is a good idea to prevent identifying details from being shared online. When you have selected the most appropriate Masking Mode, scroll to the top of the page and click Getting Started:

Live Demo

32. Click See Live Demo:

33. You’ll be redirected to this page, which is a live demo of all the possible data you could see in your Clarity account:

34. This is useful to see and experiment with whilst you wait for your own EKM online shop to accrue data for you to look at. Return to the previous browser tab to continue setting up your Clarity account. 

Amend your Privacy Policy

35. You must amend the text on the Privacy Policy Webpage so users know that Clarity is being used on your EKM online shop for analytical purposes. Scroll down and click Learn More:

36. You’ll then be redirected to this page, where you’ll see some sample text and recommended wording you need to add to the Privacy Policy Webpage of your EKM online shop. Return to the previous browser tab to continue setting up your Clarity account. 

[remember]You must have installed the EU Cookie Bar feature on your EKM online shop to ensure that Clarity does not track customers who do not wish to use tracking cookies. [/remember]

Access the Clarity Blog

37. Scroll down and click Go To Clarity Blog:

38. You’ll be redirected to the Clarity Blog, which lists many helpful posts to help you learn about the different settings you can use to help you get the most out of your account. It is worth saving this in your browser’s favourites to return to later if you wish to learn how to set up any Filters or Funnels or how to use Predictive Heatmaps. Return to the previous browser tab to continue setting up your Clarity account. 

Loading your Clarity Dashboard

39. Return to the previous browser tab and Refresh the page; you should see this. Click the name of your EKM online shop in the top left-hand corner:

40. Now you need to click the element on the top left-hand side:

This Guide shows you each of the different elements on your Clarity Dashboard.

[contact] If you need our help with your EKM online shop, contact your Ecommerce Expert or the Customer Support Team, who will be able to point you in the right direction. We're open from 8am-6pm weekdays and 9am-5.30pm weekends. If you'd like to suggest a feature or an upgrade on any of the EKM platforms, please let us know on the EKM Suggestions Board. If you have a non-account-specific question to ask the EKM Team, join us in the EKM Community. [/contact]