Varly vs Microsoft Clarity, compared

What changed for EU visitors

• Consent is enforced: since 31 October 2025, Clarity enforces its consent signal requirements for page visits from the EEA, the UK and Switzerland (Consent Mode).
• Consent Mode is on by default for visitors from those regions. Clarity then waits for a valid consent signal before it sets any cookies (Consent Mode).
• Without consent, Clarity still runs, without cookies. Page views and basic interactions are still collected, but sessions are split up and full session replays are unavailable (Clarity FAQ). Every page view becomes a new session, funnels with several steps show a full drop-off, every visitor counts as new, and Copilot's answers might be inaccurate (without consent).
• You pass the consent signal yourself: through a supported cookie banner such as Cookiebot, CookieYes or Usercentrics, through Google Consent Mode, or with Clarity's Consent API (CMPs, Google Consent Mode). Each Clarity project needs its own setup (Clarity FAQ).

Where Clarity stores your data

• Location: Clarity's FAQ says data is stored in the Microsoft Azure cloud service. It doesn't name a region (Clarity FAQ).
• Contract: EU customers contract with Microsoft Ireland Operations Limited, which has Standard Contractual Clauses with Microsoft Corporation in the US for transfers between them (Clarity FAQ).
• Access: the FAQ says Microsoft has access to the data, under Clarity's terms of use (Clarity FAQ).

Comparison table

Checked on 8 November 2026. Every fact about the other tool links to that vendor's own page.

Varly facts come from our help center: pricing, consent, privacy and GDPR, recording settings, recording privacy, forms, survey results, install the snippet and connect Claude.

A common setup: Clarity plus a testing tool

Clarity shows you where visitors get stuck. To find out whether your fix works, you need an A/B test, and Clarity doesn't run those (Clarity overview). So you add a testing tool next to it. What that means:

• Cost: Clarity stays free (Clarity FAQ), and the testing tool has its own price. Convert, for example, starts at $299 a month billed yearly for 100,000 tested users a month (Convert pricing). Varly is €99 per website per month with research and testing included (pricing).
• Two scripts and two consent setups. Each tool needs its own script and has to receive your cookie banner's choice. Clarity needs a consent signal in every Clarity project (Clarity FAQ).
• Two places to look. You read heatmaps and recordings in one tool and build and read tests in the other. Clarity's integration guides cover AB Tasty, Kameleoon and Optimizely Web (integrations).

This setup works well if you already have a testing tool you like. If you don't, Varly puts both in one place: test ideas come from your heatmaps, recordings, funnels and surveys, and the test runs in the same tool (test ideas).

Choose Microsoft Clarity if…

• You want heatmaps and recordings for free, with no traffic limits and no sampling (Clarity FAQ).
• You need to start today. Anyone can sign up, without a credit card (Clarity FAQ).
• You have a mobile app. Clarity has SDKs for Android, iOS, Flutter and React Native (Clarity overview).
• You already use a testing tool that Clarity connects to, such as AB Tasty, Kameleoon or Optimizely Web (integrations).
• You want to see how AI systems find your content. Clarity's AI Visibility shows bot activity and AI citations (Clarity overview).
• You want 9 months of heatmap data (data retention).

Choose Varly if…

• You want to test what you find, in the same tool. A/B, A/B/n, multivariate, split URL and server-side tests sit next to heatmaps, recordings, funnels, form analytics and surveys, in one script (install the snippet).
• You want Varly's AI to build the test. In the visual editor you describe a change and Varly's AI builds it, or you edit the page yourself (visual editor).
• You want to ask visitors why. On-site surveys show the orders and revenue behind each answer (survey results), and click to revenue does the same per clicked element (click to revenue).
• You want to name where your data is stored. Varly stores everything at Hetzner in Germany (sub-processors).
• You want nothing measured before consent. Varly sets no cookie and sends no data until your cookie banner says yes (consent).
• You want an assistant to build tests for you. From Claude or ChatGPT you can draft tests and, with your permission, launch them (connect Claude).

When Varly is not the right choice

• You need a tool today. Varly is in private beta with a waitlist.
• You don't plan to run tests, and you have no budget. Clarity's heatmaps and recordings are free (Clarity FAQ).
• You have a mobile app. Varly is web-only.
• You want to keep heatmap data longer than 6 months. Varly keeps heatmap clicks for 6 months (privacy and GDPR).
• Your team is large. Varly includes 4 team members, then charges €10 per extra member per month (pricing). Clarity has no limit on team members (Clarity FAQ).

How we checked

We checked every fact on this page on 8 November 2026 on each vendor's own pages, linked next to the fact. Varly facts come from our own help center. We left out anything we couldn't confirm on the vendor's pages. Prices and plans change; check the vendor's page before you buy. Varly is our own product, so read this page with that in mind. Spotted something out of date? Email support@varly.ai and we'll fix it.

More background: session recordings and the GDPR and how to analyze heatmaps.