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Session recordings and heatmaps

| Article: 3 min read | Analytics

A session recording is a replay of how one visitor used a site: where they moved the cursor, where they clicked, how they scrolled. A heatmap is a summary of such actions by many visitors on one page: where they click and how far they scroll. They show what is happening on the page when analytics shows only that something is wrong.

In plain words

The numbers say half the customers are lost at the checkout step. A session recording lets you see that a person pressed an inactive button three times or couldn't find the field for a Nova Poshta branch. A heatmap shows the same thing in aggregate.

What it actually is

According to Microsoft Clarity's documentation, sessions are not screen video but a step-by-step reconstruction from the saved HTML and the user's actions. A session ends after 30 minutes of inactivity (Microsoft Learn, updated 2026). Other tools work similarly.

What to look for

  • Repeated clicks ("rage clicks") on an element that doesn't respond.
  • Form fields where people stop or leave.
  • Site errors visible only on certain devices.
  • Pages where nobody reaches the button (scroll map).
  • Clickable elements that are not links.

Don't watch recordings at random but use a filter: for example, only sessions that reached the cart and did not buy, on mobile.

Limitations

  • Sample. These are individual stories, not statistics. One interesting session doesn't prove a general problem; check with a heatmap or a funnel (Funnel analysis).
  • Storage. In Clarity, recordings are kept for 30 days, after which only a part remains (1% or 10 recordings a day, whichever is greater) for up to 9 months; favorited recordings are kept up to 9 months (Microsoft Learn). Other tools have different rules.
  • User consent. In the EU, the UK and Switzerland, Clarity requires explicit consent; without consent, sessions are split and full recordings are unavailable (Microsoft Learn). For a Ukrainian store that sells in the EU, this matters. See GDPR and Cookie banner.

Privacy

A recording must not store payment and personal data. In Clarity, the default "Balanced" mode masks sensitive content (numbers and email addresses), and the content of input fields and dropdowns is masked in all modes; settings can only be changed for new recordings (Microsoft Learn). Check that payment pages and the personal account are covered by masking, and mention session recording in your privacy policy. According to Clarity's FAQ, this tool is free and has no traffic limit; other tools have different terms, so compare on privacy and traffic volume.

Common mistakes

  • Watching only the "most interesting" recordings and drawing conclusions about everyone.
  • Not masking forms with personal data.
  • Changing a page based on one session without checking the numbers.
  • Adding a script without checking how it affects speed: see Core Web Vitals.

FAQ

What is a session recording? A replay of one visitor's actions on a site.

How is a heatmap different from a recording? A heatmap is a summary of many visitors; a recording is one story.

Is it legal to record sessions? It depends on the market and settings: you need consent (where the law requires it), data masking and a mention in the privacy policy. For a legal assessment, consult a lawyer.

What tools exist? There are free and paid ones; choose by how well they meet privacy requirements and your traffic volume, not by popularity.

Sources

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