WE TESTED MICROSOFT CLARITY TO UNDERSTAND BOT TRAFFIC AND CITATIONS

Summary from the TLDR Marketing newsletter

Microsoft Clarity adds useful AI visibility data to your marketing measurement stack by tracking bot activity, AI citations, and website usability issues. Brainlabs found that AI bots generated 27,190 requests between September 1 and September 28, representing 13.15% of measured traffic, but crawling activity did not necessarily translate into referral visits. Its Topic Insights feature also found gaps in citations for nonbranded prompts related to AI search measurement and agentic enablement. Session recordings can connect technical errors and user behavior to specific problems, such as a failing form that prevented clients from submitting feedback. The tool is free, but its AI visibility features are in beta and require carefully chosen prompts, relevant integrations, and validation against other analytics data.