Microsoft Clarity Introduces New Cookie Rules: A Significant Change for European Ecommerce
In an effort to comply with European data protection regulations, Microsoft Clarity , the free web analytics service, will introduce significant changes to cookie management for users in the European Economic Area (EEA), the United Kingdom, and Switzerland. Starting in early 2025, it will be mandatory to implement the Clarity Consent API to collect and manage explicit user consent for session tracking. This change represents a major challenge for many e-commerce websites, including those powered by Shopify , which will need to adapt their technical configurations to ensure continuity of service and compliance with regulations.
What's changing with Microsoft Clarity
Microsoft Clarity’s new rules require it to adopt an explicit consent management system for the use of cookies, aligning with privacy regulations in Europe . Clarity uses cookies to connect page views into unique sessions, which is essential for features like funnel tracking, session recordings, and detailed analysis of user behavior.
Beginning in 2025, Clarity will no longer be able to place cookies on users’ devices in these regions without explicit consent, requiring the integration of the Clarity Consent API. This tool allows websites to obtain and manage consent for each session from the relevant countries, ensuring compliance with local regulations. Microsoft has provided detailed documentation to guide operators through the implementation process, which requires significant changes to current configurations.
The consequences for e-commerce and the necessary actions
For e-commerce platforms like Shopify, this change has some critical implications . Failure to obtain proper consent could limit your ability to use key Clarity features, negatively impacting your understanding of user behavior and conversion optimization strategy. Additionally, failure to implement the API could disrupt the collection of analytics data needed to track site performance, reducing your ability to personalize the user experience and identify areas for improvement.
For example, without the right integration, essential tools like funnel tracking and session recordings may no longer work , depriving merchants of critical insights to increase conversions. Regulatory compliance is not just a legal requirement, but a strategic necessity to ensure your e-commerce remains competitive in an increasingly regulated market.
Online store owners will need to update their Clarity integration code to implement the new Consent API to ensure session tracking continues to function properly. Failure to comply in a timely manner could result in significant loss of analytics and the inability to utilize advanced sales optimization tools.
How to prepare for change
To avoid disruptions or operational issues, e-commerce operators must act promptly. First, they should check if their site uses Microsoft Clarity, so as to identify any need for code updates. It is then important to implement the Clarity Consent API following the documentation provided by Microsoft to integrate it correctly into their store so they can continue to manage user consent as they have done up to now.
As the 2025 deadline approaches, preparation is essential to avoid disruptions and maintain an optimal user experience. Microsoft Clarity remains a powerful tool for analyzing web performance, but compliance with the new regulations requires attention and targeted interventions.