{"id":10229,"date":"2026-02-26T06:00:00","date_gmt":"2026-02-26T14:00:00","guid":{"rendered":"https:\/\/clarity.microsoft.com\/blog\/?p=10229"},"modified":"2026-02-26T10:53:26","modified_gmt":"2026-02-26T18:53:26","slug":"ultimate-guide-clarity-smart-events","status":"publish","type":"post","link":"https:\/\/clarity.microsoft.com\/blog\/ultimate-guide-clarity-smart-events\/","title":{"rendered":"Smart Events in Microsoft Clarity: What They Are, How They Work, and How to Set Them Up"},"content":{"rendered":"\n<p>Session recordings are powerful\u2014but only if you know&nbsp;<strong>which sessions are worth watching<\/strong>.&nbsp;<\/p>\n\n\n\n<p>Scrolling through random replays, hoping to stumble on insight, is not a strategy.&nbsp;It\u2019s&nbsp;a time sink. And for&nbsp;publishers,&nbsp;marketing teams,&nbsp;and ecommerce operators trying to improve conversion rates,&nbsp;it\u2019s&nbsp;one of the fastest ways to lose momentum.&nbsp;<\/p>\n\n\n\n<p>That\u2019s&nbsp;where&nbsp;<strong>Smart Events in Microsoft Clarity<\/strong>&nbsp;change the game.&nbsp;<\/p>\n\n\n\n<p>Smart Events automatically surface the moments that actually&nbsp;matter:&nbsp;purchases, add-to-cart actions, form submissions, logins, contact requests, and more. Instead of hunting for insight, you start from intent.&nbsp;With them, every recording, heatmap, and dashboard starts with&nbsp;<strong>meaningful user action<\/strong>.&nbsp;<\/p>\n\n\n\n<p>Even better: many Smart Events work out of the box. And when you need precision, Clarity gives you multiple ways to define exactly what \u201cconversion\u201d means on your site.&nbsp;<\/p>\n\n\n\n<p>In this guide,&nbsp;you\u2019ll&nbsp;learn:&nbsp;<\/p>\n\n\n\t\t\t\t<div class=\"wp-block-uagb-table-of-contents uagb-toc__align-left uagb-toc__columns-1  uagb-block-829e5b29      \"\n\t\t\t\t\tdata-scroll= \"1\"\n\t\t\t\t\tdata-offset= \"30\"\n\t\t\t\t\tstyle=\"\"\n\t\t\t\t>\n\t\t\t\t<div class=\"uagb-toc__wrap\">\n\t\t\t\t\t\t<div class=\"uagb-toc__title\">\n\t\t\t\t\t\t\tTable Of Contents\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"uagb-toc__list-wrap \">\n\t\t\t\t\t\t<ol class=\"uagb-toc__list\"><li class=\"uagb-toc__list\"><a href=\"#the-four-types-of-smart-events-in-microsoft-clarity\" class=\"uagb-toc-link__trigger\" aria-label=\"Read more about Smart Events in Microsoft Clarity: What They Are, How They Work, and How to Set Them Up\">The Four Types of Smart Events in Microsoft Clarity<\/a><li class=\"uagb-toc__list\"><a href=\"#the-9-predefined-auto-events-in-clarity\" class=\"uagb-toc-link__trigger\" aria-label=\"Read more about Smart Events in Microsoft Clarity: What They Are, How They Work, and How to Set Them Up\">The 9 Predefined Auto Events in Clarity<\/a><li class=\"uagb-toc__list\"><a href=\"#creating-a-custom-smart-event-in-clarity-no-code\" class=\"uagb-toc-link__trigger\" aria-label=\"Read more about Smart Events in Microsoft Clarity: What They Are, How They Work, and How to Set Them Up\">Creating a Custom Smart Event in Clarity (No-Code)<\/a><li class=\"uagb-toc__list\"><a href=\"#tracking-smart-events-with-the-events-api-via-google-tag-manager\" class=\"uagb-toc-link__trigger\" aria-label=\"Read more about Smart Events in Microsoft Clarity: What They Are, How They Work, and How to Set Them Up\">Tracking Smart Events with the Events API (via Google Tag Manager)<\/a><li class=\"uagb-toc__list\"><a href=\"#conclusion\" class=\"uagb-toc-link__trigger\" aria-label=\"Read more about Smart Events in Microsoft Clarity: What They Are, How They Work, and How to Set Them Up\">Conclusion<\/a><\/ol>\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\n\n\n<ul class=\"wp-block-list\">\n<li>What Smart Events are and the&nbsp;<strong>four types available<\/strong>&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>The&nbsp;<strong>nine predefined Auto Events<\/strong>&nbsp;Clarity detects automatically&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>How to create&nbsp;<strong>Custom Smart Events<\/strong>&nbsp;directly in Clarity (no code)&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>How to configure&nbsp;<strong>Events API tracking via Google Tag Manager<\/strong>&nbsp;for maximum accuracy&nbsp;<\/li>\n<\/ul>\n\n\n\n<p>Let\u2019s&nbsp;get into it.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">The Four Types of Smart Events in Microsoft Clarity<\/h2>\n\n\n\n<p>Before configuring anything,&nbsp;it\u2019s&nbsp;important to understand how Clarity categorizes Smart Events. Each type serves a different purpose\u2014and comes with different tradeoffs.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Overview of Smart Event Types&nbsp;<\/h3>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><tbody><tr><td><strong>Type<\/strong>&nbsp;<\/td><td><strong>Definition<\/strong>&nbsp;<\/td><td><strong>How to Create<\/strong>&nbsp;<\/td><td><strong>Strengths<\/strong>&nbsp;<\/td><td><strong>Limitations<\/strong>&nbsp;<\/td><\/tr><tr><td><strong>Auto Events<\/strong>&nbsp;<\/td><td>Automatically detected based on button text and interaction patterns&nbsp;<\/td><td>Generated by Clarity automatically&nbsp;<\/td><td>Zero setup, instant coverage&nbsp;<\/td><td>Less precise, potential false positives&nbsp;<\/td><\/tr><tr><td><strong>Custom Events (UI)<\/strong>&nbsp;<\/td><td>User-defined events built from clicks, visits, or sequences&nbsp;<\/td><td>Clarity UI \u2192 Settings \u2192 Smart Events&nbsp;<\/td><td>No code, flexible logic&nbsp;<\/td><td>Max 20 per project, needs historical data&nbsp;<\/td><\/tr><tr><td><strong>API Events<\/strong>&nbsp;<\/td><td>Events sent explicitly via JavaScript or tag manager&nbsp;<\/td><td>window.clarity(&#8220;event&#8221;, &#8220;eventName&#8221;)&nbsp;<\/td><td>Highest accuracy, full control&nbsp;<\/td><td>Requires technical setup&nbsp;<\/td><\/tr><tr><td><strong>Page Visits<\/strong>&nbsp;<\/td><td>Events triggered by URL visits&nbsp;<\/td><td>Clarity UI \u2192 Page visit rules&nbsp;<\/td><td>Simple and fast&nbsp;<\/td><td>Tracks pageviews only&nbsp;<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p>For editing default Smart Events,&nbsp;Clarity\u2019s documentation&nbsp;<a href=\"https:\/\/learn.microsoft.com\/en-us\/clarity\/setup-and-installation\/smart-events\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"Read more about Smart Events in Microsoft Clarity: What They Are, How They Work, and How to Set Them Up\">covers the mechanics<\/a>&nbsp;in detail.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Which Approach Should You Use?<\/h3>\n\n\n\n<p>Which approach is ideal for you will depend on your organization\u2019s&nbsp;tracking goals and technical&nbsp;capabilities.&nbsp;&nbsp;<\/p>\n\n\n\n<p>Auto Events are designed to work&nbsp;immediately, with no setup&nbsp;required. For many teams, they provide fast visibility into common user actions and are often sufficient for exploratory analysis, UX reviews, and early optimization work.&nbsp;<\/p>\n\n\n\n<p>However, when measurement accuracy becomes critical, the&nbsp;Clarity&nbsp;Events API via Google Tag Manager is the more reliable&nbsp;option.&nbsp;&nbsp;<\/p>\n\n\n\n<p>Here\u2019s&nbsp;why.&nbsp;<\/p>\n\n\n\n<p>Auto Events infer intent based on observable signals like button text and interaction patterns. In most cases, that works well. But in real-world implementations\u2014especially on non-English sites, highly customized interfaces, or complex ecommerce flows\u2014those assumptions can occasionally diverge from how a business defines a true conversion.&nbsp;<\/p>\n\n\n\n<p>At&nbsp;<a href=\"https:\/\/tagmanageritalia\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"Read more about Smart Events in Microsoft Clarity: What They Are, How They Work, and How to Set Them Up\">Tag Manager Italia<\/a>,&nbsp;we\u2019ve&nbsp;seen Auto Events in&nbsp;several ecommerce Clarity projects&nbsp;diverge from interaction counts in Google Analytics 4. Button-text matching alone&nbsp;isn\u2019t&nbsp;enough when money is on the line.&nbsp;<\/p>\n\n\n\n<p>The Events API solves this by letting you define&nbsp;<em>exactly<\/em>&nbsp;when an event should fire\u2014such as after a server-side confirmation or on a verified success state\u2014rather than relying on UI signals alone.&nbsp;That\u2019s&nbsp;why, when accuracy directly&nbsp;impacts&nbsp;revenue or lead quality, we recommend API-based events.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">The 9 Predefined Auto Events in Clarity<\/h2>\n\n\n\n<p>Out of the box, Clarity automatically detects nine common user actions:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Purchase<\/strong>&nbsp;\u2014 clicks on \u201cBuy,\u201d \u201cBuy now,\u201d \u201cPlace order\u201d&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Add to Cart<\/strong>&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Begin Checkout<\/strong>&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Contact Us<\/strong>&nbsp;\u2014 email, phone, or contact buttons&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Submit Form<\/strong>&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Request Quote<\/strong>&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Sign Up<\/strong>&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Login<\/strong>&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li><strong>Download<\/strong>&nbsp;<\/li>\n<\/ul>\n\n\n\n<p>You can view these by navigating to&nbsp;<strong>Settings \u2192 Smart Events<\/strong>&nbsp;inside your Clarity project.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1035\" height=\"574\" src=\"https:\/\/clarity.microsoft.com\/blog\/wp-content\/uploads\/2026\/02\/Overview-smart-events-settings-Microsoft-Clarity-Tag-Manager-Italia.png\" alt=\"\" class=\"wp-image-10250\" srcset=\"https:\/\/clarity.microsoft.com\/blog\/wp-content\/uploads\/2026\/02\/Overview-smart-events-settings-Microsoft-Clarity-Tag-Manager-Italia.png 1035w, https:\/\/clarity.microsoft.com\/blog\/wp-content\/uploads\/2026\/02\/Overview-smart-events-settings-Microsoft-Clarity-Tag-Manager-Italia-300x166.png 300w, https:\/\/clarity.microsoft.com\/blog\/wp-content\/uploads\/2026\/02\/Overview-smart-events-settings-Microsoft-Clarity-Tag-Manager-Italia-1024x568.png 1024w, https:\/\/clarity.microsoft.com\/blog\/wp-content\/uploads\/2026\/02\/Overview-smart-events-settings-Microsoft-Clarity-Tag-Manager-Italia-768x426.png 768w\" sizes=\"auto, (max-width: 1035px) 100vw, 1035px\" \/><\/figure>\n\n\n\n<p>While these events are&nbsp;auto-generated, they are&nbsp;<strong>not fixed<\/strong>. You can edit them to refine which buttons, sequences, or interactions&nbsp;trigger&nbsp;each event.&nbsp;<\/p>\n\n\n\n<p>For example, you might redefine&nbsp;begin&nbsp;checkout&nbsp;to fire only when a specific call-to-action is clicked,&nbsp;rather than any generic cart interaction.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"776\" src=\"https:\/\/clarity.microsoft.com\/blog\/wp-content\/uploads\/2026\/02\/Dettaglio-smart-event-begin-checkout-Microsoft-Clarity-Tag-Manager-Italia.png\" alt=\"\" class=\"wp-image-10240\" srcset=\"https:\/\/clarity.microsoft.com\/blog\/wp-content\/uploads\/2026\/02\/Dettaglio-smart-event-begin-checkout-Microsoft-Clarity-Tag-Manager-Italia.png 1200w, https:\/\/clarity.microsoft.com\/blog\/wp-content\/uploads\/2026\/02\/Dettaglio-smart-event-begin-checkout-Microsoft-Clarity-Tag-Manager-Italia-300x194.png 300w, https:\/\/clarity.microsoft.com\/blog\/wp-content\/uploads\/2026\/02\/Dettaglio-smart-event-begin-checkout-Microsoft-Clarity-Tag-Manager-Italia-1024x662.png 1024w, https:\/\/clarity.microsoft.com\/blog\/wp-content\/uploads\/2026\/02\/Dettaglio-smart-event-begin-checkout-Microsoft-Clarity-Tag-Manager-Italia-768x497.png 768w\" sizes=\"auto, (max-width: 1200px) 100vw, 1200px\" \/><\/figure>\n\n\n\n<p>This flexibility is useful, but it still relies on inference. For mission-critical actions, explicit tracking is better.&nbsp;&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"936\" height=\"534\" src=\"https:\/\/clarity.microsoft.com\/blog\/wp-content\/uploads\/2026\/02\/image-2.png\" alt=\"\" class=\"wp-image-10232\" srcset=\"https:\/\/clarity.microsoft.com\/blog\/wp-content\/uploads\/2026\/02\/image-2.png 936w, https:\/\/clarity.microsoft.com\/blog\/wp-content\/uploads\/2026\/02\/image-2-300x171.png 300w, https:\/\/clarity.microsoft.com\/blog\/wp-content\/uploads\/2026\/02\/image-2-768x438.png 768w\" sizes=\"auto, (max-width: 936px) 100vw, 936px\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">Creating a Custom Smart Event in Clarity (No-Code)<\/h2>\n\n\n\n<p>Let\u2019s&nbsp;start with the simplest customization: a UI-based Smart Event.&nbsp;<\/p>\n\n\n\n<p><strong>Example:<\/strong>&nbsp;Track visits to a \u201cRequest Demo\u201d page on a B2B site.&nbsp;<\/p>\n\n\n\n<p><strong>Steps:<\/strong><\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Log into Clarity \u2192\u00a0<strong>Settings \u2192 Smart Events<\/strong>\u00a0<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Click\u00a0<strong>New Event<\/strong>\u00a0<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Choose\u00a0<strong>Start from scratch<\/strong>\u00a0<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Select\u00a0<strong>Page visits<\/strong>\u00a0<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Define the condition:\n<ul class=\"wp-block-list\">\n<li>URL contains \/ matches \/ regex\u00a0<\/li>\n\n\n\n<li>Example:\u00a0<a href=\"https:\/\/yoursite.com\/request-demo\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"Read more about Smart Events in Microsoft Clarity: What They Are, How They Work, and How to Set Them Up\">https:\/\/yoursite.com\/request-demo\/<\/a>\u00a0<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Name the event (e.g.\u00a0visit_request_demo)\u00a0<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Save\u00a0<\/li>\n<\/ul>\n\n\n\n<p>From that point forward, every visit to that page becomes a filterable event across recordings, heatmaps, and dashboards.&nbsp;<\/p>\n\n\n\n<p>Simple. Effective. No code&nbsp;required.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Tracking Smart Events with the Events API (via Google Tag Manager)<\/h2>\n\n\n\n<p>When you need&nbsp;<strong>absolute precision<\/strong>\u2014for purchases, qualified leads, or backend-confirmed actions\u2014the Events API is the right tool.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Step 1 \u2013 Prerequisites&nbsp;<\/h3>\n\n\n\n<p>Before you start, make sure:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Microsoft Clarity is installed and loading&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Google Tag Manager is active&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Key actions already exist in the&nbsp;dataLayer&nbsp;<\/li>\n<\/ul>\n\n\n\n<p><strong>Important:<\/strong>&nbsp;The Clarity script must load&nbsp;<strong>before<\/strong>&nbsp;events are sent.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"996\" height=\"640\" src=\"https:\/\/clarity.microsoft.com\/blog\/wp-content\/uploads\/2026\/02\/Implementazione-codice-property-Clarity-tag-configurazione-in-Google-Tag-Manager.png\" alt=\"\" class=\"wp-image-10241\" srcset=\"https:\/\/clarity.microsoft.com\/blog\/wp-content\/uploads\/2026\/02\/Implementazione-codice-property-Clarity-tag-configurazione-in-Google-Tag-Manager.png 996w, https:\/\/clarity.microsoft.com\/blog\/wp-content\/uploads\/2026\/02\/Implementazione-codice-property-Clarity-tag-configurazione-in-Google-Tag-Manager-300x193.png 300w, https:\/\/clarity.microsoft.com\/blog\/wp-content\/uploads\/2026\/02\/Implementazione-codice-property-Clarity-tag-configurazione-in-Google-Tag-Manager-768x493.png 768w\" sizes=\"auto, (max-width: 996px) 100vw, 996px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">Step 2 \u2013 Enable the Built-In {{Event}} Variable<\/h3>\n\n\n\n<p>You&nbsp;don\u2019t&nbsp;need one tag per event.&nbsp;<\/p>\n\n\n\n<p>Instead, enable GTM\u2019s built-in&nbsp;<strong>Event<\/strong>&nbsp;variable:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>GTM \u2192 Variables \u2192 Configure&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Enable&nbsp;<strong>Event<\/strong>&nbsp;under Utilities&nbsp;<\/li>\n<\/ul>\n\n\n\n<p>This variable dynamically captures the event name pushed to the&nbsp;dataLayer\u2014such as&nbsp;purchase,&nbsp;add_to_cart, or&nbsp;request_demo.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1200\" height=\"603\" src=\"https:\/\/clarity.microsoft.com\/blog\/wp-content\/uploads\/2026\/02\/Impostazione-variabile-event-Google-Tag-Manager-Tag-Manager-Italia.png\" alt=\"\" class=\"wp-image-10243\" srcset=\"https:\/\/clarity.microsoft.com\/blog\/wp-content\/uploads\/2026\/02\/Impostazione-variabile-event-Google-Tag-Manager-Tag-Manager-Italia.png 1200w, https:\/\/clarity.microsoft.com\/blog\/wp-content\/uploads\/2026\/02\/Impostazione-variabile-event-Google-Tag-Manager-Tag-Manager-Italia-300x151.png 300w, https:\/\/clarity.microsoft.com\/blog\/wp-content\/uploads\/2026\/02\/Impostazione-variabile-event-Google-Tag-Manager-Tag-Manager-Italia-1024x515.png 1024w, https:\/\/clarity.microsoft.com\/blog\/wp-content\/uploads\/2026\/02\/Impostazione-variabile-event-Google-Tag-Manager-Tag-Manager-Italia-768x386.png 768w\" sizes=\"auto, (max-width: 1200px) 100vw, 1200px\" \/><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">Step 3 \u2013 Create the Clarity Event Tag<\/h3>\n\n\n\n<p>Rather than using raw HTML, use the Clarity template from GTM\u2019s Template Gallery.&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Tags \u2192 New \u2192 Template Gallery&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Search \u201cClarity\u201d&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Select&nbsp;<strong>Microsoft Clarity \u2013 by&nbsp;luratic<\/strong>&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Enter your Clarity Project ID&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Enable&nbsp;<strong>Add Custom Events<\/strong>&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Set the event name to&nbsp;{{Event}}&nbsp;<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"936\" height=\"526\" src=\"https:\/\/clarity.microsoft.com\/blog\/wp-content\/uploads\/2026\/02\/image-3.png\" alt=\"\" class=\"wp-image-10235\" srcset=\"https:\/\/clarity.microsoft.com\/blog\/wp-content\/uploads\/2026\/02\/image-3.png 936w, https:\/\/clarity.microsoft.com\/blog\/wp-content\/uploads\/2026\/02\/image-3-300x169.png 300w, https:\/\/clarity.microsoft.com\/blog\/wp-content\/uploads\/2026\/02\/image-3-768x432.png 768w\" sizes=\"auto, (max-width: 936px) 100vw, 936px\" \/><\/figure>\n\n\n\n<p>This allows&nbsp;<strong>any matching&nbsp;dataLayer&nbsp;event<\/strong>&nbsp;to be sent to Clarity automatically.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Step 4 \u2013 Filter Events with Regex<\/h3>\n\n\n\n<p>You&nbsp;don\u2019t&nbsp;want to send GTM system events.&nbsp;Create a&nbsp;<strong>Custom Event trigger<\/strong>&nbsp;using regex to include only meaningful actions.&nbsp;<\/p>\n\n\n\n<p><em>Examples:<\/em>&nbsp;<\/p>\n\n\n\n<p><strong>Ecommerce events<\/strong>&nbsp;<\/p>\n\n\n\n<p>purchase|add_to_cart|begin_checkout|view_cart&nbsp;<\/p>\n\n\n\n<p><strong>Lead generation<\/strong>&nbsp;<\/p>\n\n\n\n<p>form_submit|request_demo|newsletter_signup|generate_lead&nbsp;<\/p>\n\n\n\n<p>Ensure event names match your&nbsp;dataLayer&nbsp;exactly.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Step 5 \u2013 Verify in GTM Debug Mode<\/h3>\n\n\n\n<p>Before publishing:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Use GTM Preview&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Trigger an event on your site&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Confirm:&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Event appears in the timeline&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Clarity tag fires&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>{{Event}}&nbsp;resolves correctly&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>No console errors&nbsp;<\/li>\n<\/ul>\n\n\n\n<p>If it&nbsp;doesn\u2019t&nbsp;fire, check your regex and event&nbsp;naming.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Step 6 \u2013 Verify in Microsoft Clarity<\/h3>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"936\" height=\"589\" src=\"https:\/\/clarity.microsoft.com\/blog\/wp-content\/uploads\/2026\/02\/image-4.png\" alt=\"\" class=\"wp-image-10236\" srcset=\"https:\/\/clarity.microsoft.com\/blog\/wp-content\/uploads\/2026\/02\/image-4.png 936w, https:\/\/clarity.microsoft.com\/blog\/wp-content\/uploads\/2026\/02\/image-4-300x189.png 300w, https:\/\/clarity.microsoft.com\/blog\/wp-content\/uploads\/2026\/02\/image-4-768x483.png 768w\" sizes=\"auto, (max-width: 936px) 100vw, 936px\" \/><\/figure>\n\n\n\n<p>API Events take time to process.&nbsp;<\/p>\n\n\n\n<p>Once available:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Go to&nbsp;<strong>Settings \u2192 Smart Events<\/strong>&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Look for events labeled&nbsp;<strong>API<\/strong>&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Use them to:&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Filter recordings and heatmaps&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Build dashboards&nbsp;<\/li>\n<\/ul>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Create conversion funnels&nbsp;<\/li>\n<\/ul>\n\n\n\n<p>If events appear correctly, publish your GTM container.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Conclusion<\/h2>\n\n\n\n<p>At this point, Clarity is no longer just recording behavior.&nbsp;It\u2019s&nbsp;<strong>structuring data and insights&nbsp;around intent<\/strong>.&nbsp;<\/p>\n\n\n\n<p>You\u2019ve&nbsp;built a system that automatically highlights the sessions that matter most\u2014without manual review, guesswork, or noise.&nbsp;<\/p>\n\n\n\n<p>That\u2019s&nbsp;the real power of Smart Events.&nbsp;<\/p>\n\n\n\n<p>Co-Founder of&nbsp;<a href=\"https:\/\/www.tagmanageritalia.it\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"Read more about Smart Events in Microsoft Clarity: What They Are, How They Work, and How to Set Them Up\">Tag Manager Italia<\/a>, Matteo Zambon is an internationally recognized digital analyst, Google Beta and Alpha tester, and Microsoft Clarity Ambassador.&nbsp;<br>&nbsp;<br>A university lecturer in the Digital Marketing Master&#8217;s program at Bergamo, Matteo is the only digital analyst in the world to have won two international awards: the &#8220;Golden&nbsp;Punchcard&nbsp;Prize&#8221; at&nbsp;Superweek&nbsp;\u2014 awarded for the best technical analytics solution \u2014 and the&nbsp;Quanties&nbsp;Award in the &#8220;Top Analytics Educator&#8221; category.&nbsp;<br>&nbsp;<br>Matteo was also the first Italian ever invited to speak at the Marketing Analytics Summit in Phoenix (USA), an event that brings together the world&#8217;s leading analytics experts and top brands such as Microsoft, Amazon, Coca-Cola, and more.&nbsp;<br>&nbsp;<br>Matteo was a pioneer in analytics education \u2014 the first Italian professional to create guides, tutorials, courses, and books dedicated to Google Tag Manager and Google Analytics. Today he continues to share resources, live sessions, and in-depth content to help marketers and advertising professionals understand and apply analytics tools and methodologies in a correct and strategic way.&nbsp;<\/p>\n\n\n\n<p><em>This article was&nbsp;<\/em><a href=\"https:\/\/www.tagmanageritalia.it\/cosa-sono-come-funzionano-come-configurare-smart-events-microsoft-clarity\/\" target=\"_blank\" rel=\"noreferrer noopener\" aria-label=\"Read more about Smart Events in Microsoft Clarity: What They Are, How They Work, and How to Set Them Up\"><em>originally published<\/em><\/a><em>&nbsp;on Tag Manager Italia.<\/em>&nbsp;<\/p>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Learn everything you need to know about smart events in Microsoft Clarity, from what they are to how to set them 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