Microsoft Clarity has expanded its Google Ads integration with additional data metrics and improved campaign management tools, enabling advertisers to make more informed decisions based on comprehensive performance data.
New Data Columns Enhance Advertising Insights
The latest update builds upon the initial integration launched in January 2025, adding several key performance indicators that provide deeper insights when analyzing user behavior within the Clarity dashboard.
The newly available columns include:
- Clicks: Total number of ad clicks
- Conversions: Completed primary business actions
- All conversions: Combined view of primary and secondary conversions
- Cost: Overall ad spend analysis
- Conversion value: Total value generated by primary conversions
- All conversions value: Combined value of all tracked conversions
- Target ROAS: Target return aimed for each dollar spent
- Campaign type: Category of Google Ads campaign (Search, Display, Shopping)
These additions complement the previously available metrics such as Intent, Sessions, Click-through rate (CTR), Cost per click (CPC), Conversion rate (CVR), and Cost per action (CPA).
Enhanced Column Management Capabilities
Microsoft has introduced a new "Manage columns" feature giving users greater control over their Google Ads data visualization. This functionality allows advertisers to:
- Customize dashboard views with flexible column selection
- Choose specific data points most relevant to their goals
- Reorder columns through drag-and-drop functionality
- Prioritize insights for streamlined analysis
Bridging Behavioral and Advertising Insights
By incorporating these expanded metrics, Microsoft Clarity provides a more comprehensive view of campaign performance that connects user behavior with advertising results. The integration helps marketers track financial efficiency metrics like target ROAS and total spend alongside conversion values.
Microsoft has indicated they are continuously working to add more meaningful data points to further bridge the gap between behavioral analytics and advertising performance measurements.
Getting Started With The Integration
Users with an active Clarity project can access these new features by navigating to Settings > Integrations in their Clarity dashboard and linking their Google Ads account. Once connected, Google Ads data automatically integrates with Clarity's behavioral insights.
