Analytics, Google My Business, foot traffic... So many dashboards on so many platforms... And our article isn't going to make things any easier!
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Tired of visiting 15 different platforms to view your performance indicators? Discover our KPI Centralization module, available on app-yourban. Contact us to learn more!

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Many shopping centers are questioning their websites and talking about “redesigns.” But how do you know what to redesign? How can you put yourself in your customers' shoes? What needs to be done to streamline the customer experience at the center, starting with the Google search?

One possible answer: Clarity (Microsoft).

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What is Clarity ?

In 2026, a shopping center's website is no longer just a source of information. It's a real lever for activation. Your visitors check opening hours, events, stores, offers, their loyalty accounts, buy gift cards... And yet, few marketing departments have a clear picture of what internet users are actually doing on these pages.

Our team would therefore like to introduce you to Microsoft Clarity, a free behavioral analysis tool that allows you to see how visitors interact with your site: what they read, where they click, what blocks them, what encourages them to stay... or leave. Thanks to its heat maps, session replays, and UX data, you get an accurate picture of what's really happening on the ground.

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What Clarity tells you(that GA4 don't)

Clarity helps you understand:

• Which areas attract (or fail to attract) your visitors' attention
• Where repeated clicks indicate frustration (e.g., ineffective button)
• Actual behavior on your event or brand pages Abandonment in the digital journey
• Differences in navigation between desktop and mobile

Where Google Analytics provides numbers. Clarity shows behavior.

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The 2 essential connectors to activate

1. Google Analytics 4 (GA4)

Cross-reference traffic data with actual behavior. Identify pages that are highly visited but poorly used—or those that are effective but not very visible.

2. Google Tag Manager (GTM)

Deploy Clarity without technical support. GTM also allows you to track key actions such as store searches, forms, or visit planning journeys.‍

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The benefits of Clarity

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• A concrete understanding of the barriers or drivers of traffic
• Better justification for UX choices or content redesign
• Improved performance for your campaigns and events
• More comprehensive reporting to your management
• A competitive edge in analyzing digital demand

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Clarity's cons

1. Your data is stored outside the EU.Please note: other (paid) alternatives are available.
2. You can restrict the information collected by Clarity to only retain user experience data (this is what we recommend!).
3. You will need privileged access to your website developer to copy/paste the tracker.

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Microsoft Clarity isn't just another tool: it's a strategic lever. In a world where the purchasing journey begins online, understanding what your visitors are doing, where they hesitate, and what they expect becomes fundamental. Connecting Clarity today means preparing a more effective, smarter strategy focused on real conversion.