[intro]Once you’ve added Clarity to your EKM online shop by following the steps here, this guide explains where to access the different kinds of data available on the Clarity Dashboard.[/intro]

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[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]

Microsoft Clarity is a powerful tool for successfully managing your EKM online shop. It provides invaluable insights to improve user experience, boost conversions, and increase sales. For any ecommerce business, understanding customer behaviour is crucial, especially when answering questions like "Why aren’t customers buying?" and "Why is content above the fold so important?" Clarity’s features offer clarity—pun intended!—into these very questions, helping business owners make informed, data-driven decisions.

Clarity’s session recordings are incredibly beneficial for identifying why customers may be abandoning their shopping journey. With session replays, you can watch how users interact with your site in real-time, revealing potential points of frustration or confusion. For instance, if customers are reaching the checkout flow but not completing their purchases, session recordings can help determine if technical issues, unexpected costs, or lengthy forms might contribute to cart abandonment. By pinpointing these pain points, you can make adjustments that could improve the checkout experience, boosting conversion rates.

Heatmaps are another valuable tool Clarity provides, especially when evaluating the importance of content placement, like content above the fold. The content above the fold—what users first see without scrolling—serves as the first impression and is critical in capturing attention. Clarity’s heatmaps show where users click, scroll, and spend the most time on your EKM online shop, providing data to answer questions like, “Is the primary call to action getting enough attention?” or “Are customers finding the information they need without scrolling?”

For EKM online shops, crucial information such as promotional Design Images, Categories, and the search bar must be visible above the fold, where it’s most likely to capture immediate interest. Analysing heatmaps can optimize this space, ensuring that key elements are strategically positioned for maximum engagement.

Clarity’s scroll depth insights also reveal how far users are scrolling down a page, which can highlight if important information is being missed. If customers aren’t reaching essential product details or reviews, you might consider reorganising the page to bring these elements closer to the top.

Additionally, Clarity’s AI-powered insights can automatically detect unusual behaviour patterns, such as excessive clicking or “rage clicks,” indicating that users may be experiencing frustration with specific areas of your EKM online shop. These insights benefit ecommerce businesses where a smooth user journey is essential to prevent potential customers from leaving the site.

In short, Microsoft Clarity provides EKM online shops with actionable insights that go beyond basic analytics. By identifying behavioural patterns and areas for improvement, Clarity helps answer the “why” behind customer actions (or inactions), enabling you to create a more intuitive, engaging, and profitable online shopping experience.

[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. [/remember]

1. At the top of the Dashboard on the left-hand side, you’ll see three buttons:

Filters

Click Filters to reveal this modal:

Using this modal, you can create Filters to show select data to help you compare and contrast. Select from the options on the left-hand side and the various fields and boxes to create your Filter. As you add different rules for the kind of data you would like to filter, you’ll see the relevant tags appear at the top of the modal:

When complete, click Apply in the top right-hand corner:

[tips]If you’re unsure what information you would like to filter, don’t set up a filter yet. When you set up a filter, all the data on your Dashboard will correspond to that filter. It’s a good idea to use Clarity without any filters set up first so you can learn what data is important to you and your EKM online shop. You can remove any filters by clicking Clear in the top right-hand corner of the Dashboard:

You can learn more about using Filters here. 

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Segments

If you have not set up any Filters, then you will see this modal:

You won’t need to use the Segments button until you have set up multiple Filters. You can learn more about Segments and Filters here. 

Last 3 Days

Click this to reveal a drop-down menu where you can select the period you wish to see data using the tickboxes and field. Select your time and then click the blue Apply button:

Further down your Dashboard, you’ll see these four elements:

Sessions

Sessions lists the total number of visits to your EKM online shop within the period you selected above. Bot sessions are not included in this data.

Pages Per Session

This lists the average number of pages on your EKM online shop within the time you selected above.

Scroll Depth

This percentage is an average of how far down pages visitors scrolled when they visited your EKM online shop. 

Active Time Spent

This is the average time visitors spent on your EKM online shop per session. Active time is when those users were actively looking at your EKM online shop, whilst inactive time is when the browser tab displaying your shop was hidden behind other tabs or windows.  

Users Overview

Here you can see a summary of the visits made to your EKM online shop within the given time:

All Users

Here, you’ll see a list of all the tracked users during the given period. The grey symbol on the right-hand side lets you know what device they were using to view your EKM online shop, and the blue symbol is clickable and will reveal more details about that particular user:

User Intent

Intents are user categories based on levels of engagement. Low intent sessions are brief visits with minimal engagement. Medium intent sessions describe moderate user engagement interacting through clicks and scrolls, whilst high engagement sessions are interacting and scrolling and achieve Smart Event goals, which you can read about later on in this guide:

Insights

Here, you can see how tracked users interacted with your content. Rage clicks occur when a user rapidly clicks or taps the same area. Dead clicks arise when a user taps or clicks something, and nothing happens. Excessive scrolling is tracked when a user scrolls down the pages at speed. Finally, quick backs occur when a user clicks on one page and then immediately clicks back to return to the page before:

My Watchlist

You can create Watchlists that allow you to track Segments, custom tags and labels:

Learn more about Watchlists here.

Smart Events

Microsoft Clarity’s Smart Events make it easier to understand user behaviour by automatically capturing essential actions like clicks and page views. 

Learn more about Smart Events here.

Funnels

Funnels are simply a user's ordered group of actions before converting or completing a goal. For example, a checkout funnel for an EKM online shop would include adding to the cart, beginning the checkout flow, and then purchasing:

Learn more about Funnels here.  

Referrer

In this element, you’ll find summaries of how users located your EKM online shop. You can click on the blue flame symbol on the right-hand side to view heatmaps or click on the camera icon to see individual user details and any live recordings that were captured:

Channel

Here is a summary of how those users visited your EKM online shop. In this example, most users typed the domain name into their browser’s address bar. Again, you can click the blue symbols on the right-hand side to see more data:

Campaign

You can see the results of specific target URLs listed in this element. In this example, the campaign is a product page on my EKM online shop. Click the icons on the right-hand side to see more data and set up specific URLs:

Source

In this element, you’ll find summaries of how users located your EKM online shop. You can click on the blue flame symbol on the right-hand side to view heatmaps or click on the camera icon to see individual user details and any live recordings that were captured:

Browsers

Here, you can see a breakdown of the different browsers used to access your EKM online shop. Click the blue symbols on the right-hand side to see more in-depth user data:

Devices

Here, you can see a breakdown of the devices used to access your EKM online shop. Click the blue symbols on the right-hand side to see more in-depth user data:

Operating Systems

This element shows a breakdown of the operating systems used to access your EKM online shop. Click the blue symbols on the right-hand side to see more in-depth user data:

Countries

This displays a breakdown of the different Countries that accessed your EKM online shop:

Performance Overview

Using Web Vitals metrics to measure website performance, the performance overview provides a summary of how well your EKM online shop is performing:

LCP measure the loading performance, whilst the FID measures interactivity. You can read more about Web Vitals here.

URL Performance

You’ll find a page-by-page breakdown of each URL on your EKM online shop in this element. You can click on the blue flame symbol on the right-hand side to view heatmaps or click on the camera icon to see individual user details and any live recordings that were captured:

Top Pages

Here, you’ll see a breakdown of the most popular pages on your EKM online shop. You can click on the blue flame symbol on the right-hand side to view heatmaps or click on the camera icon to see individual user details and any live recordings that were captured:

Popular Products

Click this tab will reveal the most popular Product Pages on your EKM online shop:

Top Entry Pages

Top Entry Pages lists the most popular page of your EKM online shop, which are the first contact for users:

Top Exit Pages

Exit Pages are the last URLs users visit on your EKM online shop before they click away completely:

Javascript Errors

This element lists any Javascript errors that occurred while a user visited your EKM online shop. You can click on the camera icon to see individual user details and any live recordings that were captured:

[caution]Platforms such as Clarity are third-party and designed to provide analytical data on not just EKM online shops but many websites and blogs. With this in mind, some Javascript errors can be ignored, especially if your EKM online shop is not in Custom Mode. [/caution]

[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]