{"id":10554,"date":"2026-10-29T09:13:52","date_gmt":"2026-10-29T16:13:52","guid":{"rendered":"https:\/\/clarity.microsoft.com\/blog\/?p=10554"},"modified":"2026-10-29T10:06:16","modified_gmt":"2026-10-29T17:06:16","slug":"agentic-analytics-what-agents-do-on-websites","status":"publish","type":"post","link":"https:\/\/clarity.microsoft.com\/blog\/agentic-analytics-what-agents-do-on-websites\/","title":{"rendered":"What AI Agents Do on Websites: Insights From 5.2 Million Sessions"},"content":{"rendered":"\n<p>Agentic traffic is creating a new measurement challenge for the web. Most analytics stacks were built to understand human visitors, not agents acting on their behalf.&nbsp;<\/p>\n\n\n\n<p>That makes it harder to distinguish agentic activity from traditional web traffic and understand what happens once these sessions reach a site.&nbsp;<\/p>\n\n\n\n<p>At Clarity, we were really interested in understanding whether agentic sessions behaved differently from traditional web sessions once they arrived on a site.&nbsp;&nbsp;<\/p>\n\n\n\n<p>In our own data, we noticed that agentic-session volume increased by 88% in just three weeks.&nbsp;<\/p>\n\n\n\n<p>Knowing that agentic traffic is growing is useful. Understanding what happens after those sessions reach a website is far more valuable. Did the agent submit a form? Reach checkout? Complete a transaction?&nbsp;<\/p>\n\n\n\n<p>To answer that question, we analyzed more than 5.2 million sessions involving AI agents, examining the actions recorded during those sessions and comparing them with human-only sessions. The goal was to understand what happens during agentic sessions once they reach a website, and where those patterns differ from traditional web activity.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">What We Measured&nbsp;<\/h2>\n\n\n\n<p>We analyzed millions of agentic-classified sessions across 230,511 Microsoft Clarity projects between August 13 and September 9, 2026. Sessions were identified using detected agentic browser providers across the OpenAI, Google, and Anthropic ecosystems.\u00a0<\/p>\n\n\n\n<p>An agentic-classified session may also include a human handoff. Because Clarity cannot currently separate the agent and human portions into different sessions, the findings describe activity recorded during sessions involving agents, not necessarily actions completed autonomously by an agent.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Top Actions in Agentic Sessions&nbsp;<\/h2>\n\n\n\n<p>To understand the activity occurring during each type of session, we compared which Smart Events were recorded and at what rate across agentic and human sessions during the same timeframe. This allowed us to build a behavioral profile of agentic traffic: what happens during these sessions and where that activity appears to stop.&nbsp;<\/p>\n\n\n\n<p>Smart Events are part of Microsoft Clarity, a free web analytics platform that helps organizations understand how visitors interact with their websites. They capture business-critical actions such as checkouts, form submissions, appointment bookings, searches, downloads, and logins, giving us a consistent way to compare activity across agentic and human sessions.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><tbody><tr><td><strong>Rank<\/strong>&nbsp;<\/td><td><strong>Agentic Action<\/strong>&nbsp;<\/td><td><strong>Agentic Sessions<\/strong>&nbsp;<\/td><td><strong>Percent of Agentic Sessions*<\/strong>&nbsp;<\/td><\/tr><tr><td>1&nbsp;<\/td><td>Checkout&nbsp;<\/td><td>306,621&nbsp;<\/td><td>25.21%&nbsp;<\/td><\/tr><tr><td>2&nbsp;<\/td><td>Submit form&nbsp;<\/td><td>241,391&nbsp;<\/td><td>19.85%&nbsp;<\/td><\/tr><tr><td>3&nbsp;<\/td><td>Outbound click&nbsp;<\/td><td>173,655&nbsp;<\/td><td>14.28%&nbsp;<\/td><\/tr><tr><td>4&nbsp;<\/td><td>Book appointment&nbsp;<\/td><td>102,401&nbsp;<\/td><td>8.42%&nbsp;<\/td><\/tr><tr><td>5&nbsp;<\/td><td>Search&nbsp;<\/td><td>87,096&nbsp;<\/td><td>7.16%&nbsp;<\/td><\/tr><tr><td>6&nbsp;<\/td><td>Login&nbsp;<\/td><td>83,096&nbsp;<\/td><td>6.83%&nbsp;<\/td><\/tr><tr><td>7&nbsp;<\/td><td>Show more&nbsp;<\/td><td>52, 456&nbsp;<\/td><td>4.31%&nbsp;<\/td><\/tr><tr><td>8&nbsp;<\/td><td>Check availability&nbsp;<\/td><td>29,274&nbsp;<\/td><td>2.41%&nbsp;<\/td><\/tr><tr><td>9&nbsp;<\/td><td>Add to cart&nbsp;<\/td><td>28,289&nbsp;<\/td><td>2.33%&nbsp;<\/td><\/tr><tr><td>10&nbsp;<\/td><td>Download&nbsp;<\/td><td>20,593&nbsp;<\/td><td>1.69%&nbsp;<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p><em>*Defined as the number of agentic sessions that had a specific action divided by the total number of agentic sessions.<\/em>&nbsp;<\/p>\n\n\n\n<p><em>These events are independent, non-mutually-exclusive session counts across different websites and industries. They should not be interpreted as steps in a single conversion funnel or proof that an agent independently completed a task.<\/em>&nbsp;<\/p>\n\n\n\n<p>Checkout was the most frequently recorded Smart Event, appearing in more than 306,621 agentic sessions. Form submissions appeared in more than 241,391 sessions, while appointment bookings appeared in more than 102,401. <\/p>\n\n\n\n<p>Other notable interactions included 29,274 sessions recording Check availability, 28,289 recording Add to cart, and 10,521 recording Find location.&nbsp;<\/p>\n\n\n\n<p>Together, these results show that sessions involving agents are not limited to passive browsing or information retrieval. They also reach interactions associated with commercial and task-oriented intent.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">How Agentic and Human Sessions Differ&nbsp;<\/h2>\n\n\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><tbody><tr><td><strong>Rank<\/strong>&nbsp;<\/td><td><strong>Agentic Action<\/strong>&nbsp;<\/td><td><strong>Percent of Agentic Sessions<\/strong>&nbsp;<\/td><td><strong>Human Action<\/strong>&nbsp;<\/td><td><strong>Percent of Human Sessions*<\/strong>&nbsp;<\/td><\/tr><tr><td>1&nbsp;<\/td><td>Checkout&nbsp;<\/td><td>25.21%&nbsp;<\/td><td>Outbound click&nbsp;<\/td><td>26.99%&nbsp;<\/td><\/tr><tr><td>2&nbsp;<\/td><td>Submit form&nbsp;<\/td><td>19.85%&nbsp;<\/td><td>Submit form&nbsp;<\/td><td>18.56%&nbsp;<\/td><\/tr><tr><td>3&nbsp;<\/td><td>Outbound click&nbsp;<\/td><td>14.28%&nbsp;<\/td><td>Checkout&nbsp;<\/td><td>14.65%&nbsp;<\/td><\/tr><tr><td>4&nbsp;<\/td><td>Book appointment&nbsp;<\/td><td>8.42%&nbsp;<\/td><td>Login&nbsp;<\/td><td>8.84%&nbsp;<\/td><\/tr><tr><td>5&nbsp;<\/td><td>Search&nbsp;<\/td><td>7.16%&nbsp;<\/td><td>Show more&nbsp;<\/td><td>6.37%&nbsp;<\/td><\/tr><tr><td>6&nbsp;<\/td><td>Login&nbsp;<\/td><td>6.83%&nbsp;<\/td><td>Search&nbsp;<\/td><td>4.79%&nbsp;<\/td><\/tr><tr><td>7&nbsp;<\/td><td>Show more&nbsp;<\/td><td>4.31%&nbsp;<\/td><td>Add to cart&nbsp;<\/td><td>3.31%&nbsp;<\/td><\/tr><tr><td>8&nbsp;<\/td><td>Check availability&nbsp;<\/td><td>2.41%&nbsp;<\/td><td>Download&nbsp;<\/td><td>2.97%&nbsp;<\/td><\/tr><tr><td>9&nbsp;<\/td><td>Add to cart&nbsp;<\/td><td>2.33%&nbsp;<\/td><td>Order success&nbsp;<\/td><td>1.79%&nbsp;<\/td><\/tr><tr><td>10&nbsp;<\/td><td>Download&nbsp;<\/td><td>1.69%&nbsp;<\/td><td>Begin checkout&nbsp;<\/td><td>1.62%&nbsp;<\/td><\/tr><\/tbody><\/table><\/figure>\n\n\n\n<p><em>*Defined as the number of human sessions that had a specific action divided by the total number of human sessions.<\/em>&nbsp;<\/p>\n\n\n\n<p>To understand how agentic traffic differs from traditional human traffic, we compared the most common actions taken during agentic sessions with those taken during human sessions across the same cohort of Clarity projects that received agentic traffic.&nbsp;<\/p>\n\n\n\n<p>Agentic and human sessions include many of the same actions, but those actions make up very different shares of their activity.&nbsp;&nbsp;<\/p>\n\n\n\n<p>Checkout was the most common agentic action, accounting for 25.21% of agentic actions, compared with 14.65% of human actions. For humans, outbound clicks ranked first at 26.99%, nearly twice their 14.28% share among agentic actions.&nbsp;<\/p>\n\n\n\n<p>Form submissions were much more similar across the two groups, representing 19.85% of agentic actions and 18.56% of human actions. Search also accounted for a larger share of agentic activity, at 7.16% compared with 4.79% for humans.&nbsp;<\/p>\n\n\n\n<p>The clearest difference, then, isn&#8217;t that agentic sessions perform a completely different set of actions. It&#8217;s how heavily those actions are weighted. The same basic behaviors appear in both groups, but form check out takes on a much larger role when a session involves an agent.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">What This Means for Site Owners&nbsp;<\/h2>\n\n\n\n<p>Agentic traffic introduces a new set of questions for website owners. Which sessions involve AI agents? What interactions occur during those sessions? Where do agents appear to progress smoothly, and where might human intervention still be required? Answering these questions requires more than measuring traffic volume. It requires visibility into what happens after an agent session begins on a site.&nbsp;<\/p>\n\n\n\n<p><strong>The findings point to two areas worth watching.<\/strong> Task-oriented actions, such as checkouts and appointment bookings, occur at a higher rate in agentic sessions. Understanding what causes that gap and how to accommodate agents taking these actions will be important as agentic commerce evolves.&nbsp;<\/p>\n\n\n\n<p><strong>That&#8217;s why we built the Agent Activity Dashboard in Microsoft Clarity.<\/strong>&nbsp;<\/p>\n\n\n\n<p>Now generally available for projects with agentic traffic, the dashboard helps businesses identify agentic traffic and understand how AI agents interact with their websites. For ecommerce and travel&nbsp;&amp; hospitality businesses, simulations can also help uncover opportunities to improve experiences for an increasingly agent-driven web. Understanding agentic traffic is the first step toward understanding its business impact.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Methodology&nbsp;<\/h2>\n\n\n\n<p>This study analyzed over 5.2 million distinct agentic-classified sessions across 230,511 Microsoft Clarity projects from August 13\u2013September 9, 2026 (UTC).\u00a0\u00a0<\/p>\n\n\n\n<p>Sessions were classified using detected agentic browser providers across three operator ecosystems (OpenAI, Google, and Anthropic). Agentic sessions may include human handoffs, so recorded Smart Events cannot necessarily be attributed to autonomous agent actions. Smart Events represent non-mutually-exclusive session counts across different industries and do not establish sequential funnels or verified task completion.&nbsp;&nbsp;<\/p>\n\n\n\n<p>The portfolio-wide traffic growth figures represent observed weekly counts across all analyzed projects.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Analysis of 5.2 million sessions reveals how AI-powered visits differ from human visits, from searches and forms to checkout behavior.<\/p>\n","protected":false},"author":2,"featured_media":10559,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-5)","background-image":"","background-repeat":"repeat","background-position":"center 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