Both are strong choices. The short answer: pick Google Analytics 4 if you are every site, especially with Google Ads. Pick Microsoft Clarity if you are seeing exactly how visitors use your site.
| Google Analytics 4 | Microsoft Clarity | |
|---|---|---|
| In one line | The free default for website and app analytics. | Free heatmaps and session recordings, no traffic limits. |
| Pricing | Free | Free |
| Free tier | Yes | Yes |
| Best for | Every site, especially with Google Ads | Seeing exactly how visitors use your site |
| Category | Analytics & Heatmaps | Analytics & Heatmaps |
| Website | analytics.google.com | clarity.microsoft.com |
Google Analytics 4 details Microsoft Clarity details