Microsoft Clarity

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This one is free, so the question is not whether to build it — it is whether to use it.

Unlimited session recording and heatmaps at no cost. The trade is stated plainly enough: the sessions are processed on their infrastructure and feed their models. Free is not the same as without cost, and this is a case where the cost is your visitors' data rather than your money.

THE DECISION TO TAKE DELIBERATELY
- Every visitor's session is sent to a third party. Under EU and UK rules that is processing personal data by a processor outside your control, and it belongs in your privacy notice and probably behind consent
- 'It is free' is not a lawful basis, and it is not a reason to skip the conversation
- If you would not be comfortable telling a visitor exactly what happens, that discomfort is the answer

IF YOU USE IT
- Configure masking properly before it records anything. Defaults are not enough for a page with personal data on it
- Exclude the pages where sensitive things are typed, entirely
- Put it in your privacy notice by name, and behind consent where consent is required
- Set the shortest retention available

WHAT TO BUILD INSTEAD, IF YOU WOULD RATHER NOT SHARE
- **Rage clicks and dead clicks** — several clicks in a small area within a second, and a click that produced no navigation, no request and no visible change. Two ranked lists with the element and the page. They answer most of the questions people open a replay for, they need no recording, and they are a few kilobytes of script
- **Scroll depth**, normalised against document height, per breakpoint. That tells you how far down the page anybody actually gets
- **Element-based click maps** — this button was clicked 412 times — which are more useful than a pixel cloud and immune to a layout change
- All first-party, all on your own machine, and all under a hundred lines each. The full shape is under Crazy Egg and OpenReplay elsewhere in this catalogue

THE ONE-LINE VERSION
It is free because you are paying with somebody else's data. Build the two click lists first and see how many questions remain.