Microsoft Clarity has introduced a new feature called Bot Traffic to help users identify and understand the impact of non-human traffic on their website analytics. Bots, ranging from simple scrapers to sophisticated click fraud tools, distort key metrics by inflating session counts, skewing conversion funnels, and creating fake user behaviors. This often leads to misleading insights and poor business decisions regarding product development, content, or advertising spend.
Why Bot Detection Matters
Bots behave very differently from real users, causing erratic page visits, fake event triggers, and confusing user journeys. Previously, this bot traffic was largely invisible in analytics tools, making it difficult to separate genuine user behavior from automated noise.
Key Benefits of Bot Traffic Detection
- Quantify bot activity: Instantly see what percentage of sessions are likely bots.
- Diagnose issues faster: Detect anomalies such as sudden traffic spikes, unusual referrers, or suspicious click patterns linked to bot sessions.
Real Impact on Teams
- Marketers can exclude bot sessions from campaign performance data, resulting in cleaner Return on Ad Spend (ROAS) metrics.
- Product teams can differentiate between real user drop-off and artificial churn caused by bots.
- Developers gain insights into whether strange site behaviors are due to automation tools or scraping activities.
Getting Started
The Bot Traffic Detection feature is available to most Clarity users immediately without any additional setup. Users can access it via the new Bot Traffic card on their Clarity dashboard to better analyze real user behavior without bot interference.
