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Google Analytics vs Microsoft Clarity

Google Analytics logo

Google Analytics

Software

Get to know your customers

From
Free
Rated
-
Full reviewWebsite
Microsoft Clarity logo

Microsoft Clarity

Software

Free behaviour analytics tool with session recordings, heatmaps, and AI insights

From
Free
Rated
-
Full reviewWebsite

The short version

  • Each has a real cost: Google Analytics data retention limited to maximum 26 months on standard properties, with automatic deletion after retention period expires; Microsoft Clarity no paid tier means no premium support; enterprise SLAs and dedicated account management are unavailable

Where they differ

Only the attributes on which Google Analytics and Microsoft Clarity actually diverge.

Attributes where Google Analytics and Microsoft Clarity differ
AttributeGoogle AnalyticsMicrosoft Clarity
Pricing modelfreemiumfree
PlatformsWebWeb, iOS, Android
Founded1998Unknown

Identical on both: starting price (Free), free tier (Yes), user rating (Not yet rated), category (Unknown).

What each one covers

Drawn from each product's published feature list. An absence here means we hold no record of it - not that the product lacks it.

Only in Google Analytics

  • Real-time analytics
  • Audience insights
  • Acquisition tracking
  • Behavior flow
  • Conversion tracking
  • Custom reports
  • Mobile analytics
  • E-commerce tracking

Only in Microsoft Clarity

Nothing recorded that Google Analytics does not also cover.

What people use each for

The jobs each tool is most often brought in to do.

Google Analytics

  • Website and web application analyticsnot Microsoft Clarity
  • Event tracking and user behaviour analysisnot Microsoft Clarity
  • Traffic source and conversion trackingnot Microsoft Clarity

Microsoft Clarity

  • SaaS product teams identifying checkout and signup funnel frictionnot Google Analytics
  • E-commerce sites optimising product discovery and purchase flowsnot Google Analytics
  • Content websites understanding reading patterns and article engagementnot Google Analytics
  • Mobile app teams (iOS/Android) analysing user journey and drop-off pointsnot Google Analytics
  • B2B platforms optimising onboarding and feature discoverynot Google Analytics
  • Agencies and consultants providing UX analysis to clients free of chargenot Google Analytics

Where each one falls short

Documented limitations, not opinions. Every one is a constraint you would hit in normal use.

Google Analytics

  • Data retention limited to maximum 26 months on standard properties, with automatic deletion after retention period expires
  • Large and XL properties capped at 2-month data retention only
  • Age, gender, and interest data always expire after 2 months regardless of retention settings
  • Free tier does not include GA360 advanced features

Microsoft Clarity

  • No paid tier means no premium support; enterprise SLAs and dedicated account management are unavailable
  • Dependency on JavaScript tracking; websites with strict CSP (content security policy) may struggle with integration
  • Session replay is limited to browser-based interactions; native app behaviour in web wrappers is not captured
  • AI Chat and summaries require adequate session volume; low-traffic sites lack sufficient data for meaningful pattern detection
  • Privacy masking is automatic but lacks granular configuration; custom masking rules for proprietary data require workarounds

Pricing, plan by plan

Google Analytics

Free

No published plan breakdown. See the Google Analytics review.

Microsoft Clarity

Free

No published plan breakdown. See the Microsoft Clarity review.

Which should you pick?

Choose Google Analytics if

  • You need real-time analytics.
  • You want to start without paying.
  • You also want audience insights.
Google Analytics review

Choose Microsoft Clarity if

  • You want to start without paying.
  • You work on Web, iOS, Android.
Microsoft Clarity review

Questions people ask

Is Google Analytics or Microsoft Clarity better?
Neither clearly leads. Google Analytics starts at Free and Microsoft Clarity at Free, and user ratings are close enough to be indistinguishable. Choose on capability and platform support.
Which is cheaper, Google Analytics or Microsoft Clarity?
Google Analytics starts at Free and Microsoft Clarity at Free.
Does Google Analytics or Microsoft Clarity run on more platforms?
Google Analytics runs on Web. Microsoft Clarity runs on Web, iOS, Android.
Can I use Google Analytics for free?
Both have a free tier, so you can try either at no cost before committing.
What is Google Analytics best used for?
Google Analytics is most often used for website and web application analytics, event tracking and user behaviour analysis, traffic source and conversion tracking. Of those, website and web application analytics and event tracking and user behaviour analysis are not what Microsoft Clarity is typically brought in for.
What can Google Analytics do that Microsoft Clarity cannot?
Google Analytics covers Real-time analytics, Audience insights, Acquisition tracking, Behavior flow.

Answered from the vendors’ own pages

Microsoft Clarity: Is Microsoft Clarity truly free?

Yes. Microsoft Clarity is completely free with no traffic limits, no paid tier, and no restrictions based on session volume. It integrates with web properties via a single tracking snippet.

Source
Microsoft Clarity: Does Clarity comply with GDPR and CCPA?

Yes. Clarity automatically masks sensitive form field data before transmission and supports privacy-by-default configuration. EU and California data residency options are available.

Source
Microsoft Clarity: Can Clarity track mobile apps?

Yes. Clarity provides native SDKs for iOS and Android, as well as support for React Native and Flutter apps.

Source
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Related pages

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