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GA4 vs. Microsoft Clarity. Which one should you use, and what can each tool contribute to improving your website?
Google Analytics 4 (GA4) and Microsoft Clarity are two tools that marketers and website owners can use to gain insights into the behaviour of their website users.
They have similar goals, but they do differ from each other, including in their functionality and integration options. In this article, we explain the differences between the two tools and advise you on whether you need both.
Focus on events versus sessions
GA4 focuses on recording events on a website, such as clicks, downloads and form submissions. This allows users to gain insight into how visitors respond to certain parts or elements of the site.
Microsoft Clarity, on the other hand, focuses more on recording sessions and providing insights into user behaviour through session recordings and heatmaps. This allows you as a website owner to see how users move through the website and which actions they take during a session.
Event-driven data model versus session recordings
GA4 uses an event-driven data model, which means that viewing a page is not automatically recorded. Instead, users need to set up specific events to measure and record them.
Microsoft Clarity, on the other hand, focuses on session recordings, where every session is recorded and analysed to understand user behaviour.
Built-in features
GA4 offers a range of built-in features, including personalised reports, advanced analyses and machine learning insights. These features allow users to perform in-depth analyses and gain valuable insights into their website users. In addition, GA4 can easily be connected to other Google products, such as Google Ads and Google Tag Manager.
Microsoft Clarity, on the other hand, offers features such as session recordings, heatmaps, click maps and AI-driven insights. These features focus more on visualising user behaviour on the website and providing valuable insights into how users move within the site. In addition, Microsoft Clarity can be connected to tools such as Hotjar and Crazy Egg.
Costs
An important point to consider when choosing between GA4 and Microsoft Clarity is cost. GA4 can be used for free and is connected to all other Google products.
Microsoft Clarity is also free to use, making it an attractive alternative for website owners looking for a free tool similar to Hotjar.
GA4 or Microsoft Clarity?
Both tools have different features that affect your website and provide insight into the behaviour of website users. The choice between GA4 and Microsoft Clarity depends on the needs and goals of the user.
GA4 is a good choice if you want a wide range of analysis options with a focus on events, want advanced machine learning insights, already use Google Analytics 360 or want to connect your website to other Google tools.
Microsoft Clarity, on the other hand, can be a good fit if you are more interested in feedback such as session recordings and heatmaps, want to improve the user experience on your website, want to use a free tool or want to connect your website to Hotjar or Crazy Egg.
Tips for deciding which tool to use
To decide which tool suits you best, there are a few tips you can follow:
- Define your goals: what do you want to achieve with your website data?
- Which needs?: which features and functionality do you need to achieve those goals?
- Try both tools: the best way to decide which tool suits you best is to try them both and see which best meets your needs and expectations.
What does TNG say?
So is it wise to use both GA4 and Microsoft Clarity? Yes, both tools offer different insights that can help improve your site. Need help setting this up? Take a look at our web and app tracking services.
