Users can build basic, retroactive conversion funnels by combining standard page URLs and pre-defined click events.
While not a dedicated product analytics platform, the tool does offer a straightforward funnel analysis feature to track the customer journey. Analysts can build linear, multi-step funnels by defining specific page URLs or utilizing out-of-the-box smart events (like 'Add to Cart' or 'Checkout' clicks). The dashboard clearly visualizes the drop-off percentage between each step. A massive advantage is that these funnels apply retroactively to historical data and integrate directly with the core product offering: users can click on any drop-off point in the funnel to instantly watch session recordings of the users who abandoned the process at that exact stage, providing immediate qualitative context.
The platform applies aggressive, automatic masking to all numeric inputs and text fields by default to prevent the capture of sensitive user data.
Because it records actual user screens, privacy is a critical concern, which the tool addresses with strict, automated PII (Personally Identifiable Information) masking. By default, the system applies a "Strict" masking mode that automatically obscures all numbers, email addresses, and text entered into input fields replacing them with asterisks before the data ever leaves the user's browser. Administrators can adjust these settings to "Balanced" or "Relaxed" depending on their compliance needs, or manually tag specific HTML elements (like a username display) using a data-clarity-mask attribute to ensure they are hidden in recordings and heatmaps. This native, robust masking ensures that analysts cannot inadvertently view sensitive customer data.
The heatmap feature automatically generates click, scroll, and area heatmaps for every page on your site, providing instant visual feedback on user engagement.
Heatmaps are a foundational feature of this platform, generated automatically without requiring analysts to manually configure tracking for specific URLs. It provides three primary visualizations: Click maps (showing exactly where users click, including rage clicks on non-clickable elements), Scroll maps (indicating how far down a page users travel before abandoning), and Area maps (highlighting total clicks within a specific bounded section). A major advantage is that these heatmaps can be generated retroactively and easily segmented by device type, browser, or specific user behavior. This allows UX designers to instantly see if a crucial Call-To-Action button is being ignored because it sits below the average user's fold.
The tool provides unlimited session recordings, allowing teams to watch high-fidelity video playbacks of how individual users navigate the site.
The platform offers completely free, un-sampled session recordings, a massive differentiator compared to premium competitors that strictly limit recording volume. Analysts can watch continuous video playbacks of a user's mouse movements, clicks, and scrolling behavior across multiple pages. The recording interface includes a highly useful timeline that automatically flags periods of inactivity or points of frustration (like "rage clicks"). Furthermore, the integration with Google Analytics allows users to filter recordings based on specific quantitative events; for example, an analyst can specifically filter for recordings of users who abandoned a shopping cart, providing immediate qualitative context to a quantitative drop-off.
Its compliance features operates as a data controller under Microsoft's privacy framework, offering built-in tools for user data masking and consent integration.
Compliance on this platform is handled under the broader Microsoft Privacy Statement. While it provides robust technical tools like automatic PII masking and respects "Do Not Track" browser headers, it is important to note that Microsoft acts as a Data Controller (using the data to improve its own machine learning models), rather than merely a Data Processor. This distinction requires organizations to ensure their website's privacy policy explicitly discloses this data sharing. To be fully GDPR/CCPA compliant, businesses must integrate the tracking script with their own Consent Management Platform (CMP) so that recordings and heatmaps only activate after a user explicitly consents to tracking cookies.
The platform retains session recordings for 30 days and heatmap/aggregated data for 13 months, completely free of charge.
Data retention limits are fixed and strictly enforced across all accounts, as the platform is entirely free and does not offer premium, customizable enterprise tiers. High-fidelity session recordings and deep behavioral video playbacks are retained for exactly 30 days before being automatically purged. However, aggregated quantitative data—such as overall dashboard metrics, click maps, and scroll heatmaps—are stored for up to 13 months, allowing for basic year-over-year performance comparisons. Organizations requiring permanent archiving of specific user sessions must manually export or save the relevant video files before the 30-day window expires.
The feature utilizes machine learning to automatically flag sessions containing "Rage Clicks," "Dead Clicks," and "Quick Backs," instantly highlighting UX issues.
A standout feature of this tool is its automated Friction Detection engine. Instead of forcing analysts to watch hundreds of hours of video to find usability issues, the platform uses machine learning to automatically identify and categorize signs of user frustration. It tags sessions containing "Rage Clicks" (rapidly clicking the same spot), "Dead Clicks" (clicking on an element that has no effect), "Quick Backs" (navigating to a page and immediately returning), and "Excessive Scrolling." These friction metrics are prominently displayed on the main dashboard, allowing UX teams to instantly filter recordings down to only those sessions where users explicitly struggled with the interface.