Starting October 31th, Microsoft Clarity requires one clear step: make sure Consent Mode is implemented and that Clarity explicitly receives a signal confirming the user has given consent. This update isn’t about new privacy laws, those were already in place. It’s about sending the consent signal to Clarity in a transparent and verifiable way. For brands, this is the moment to streamline their data processes and show visitors they’re serious about trust.
The impact of the Clarity update
Microsoft Clarity helps businesses understand user behavior by analyzing individual sessions, as well as heatmaps and attention maps. From October 31 onward, it becomes mandatory to have Consent Mode properly implemented, ensuring Clarity receives confirmation that the user has actively consented.
This update goes beyond compliance. It’s not just a technical fix, it’s a redefinition of how marketing data is collected and used.
What to check now
To comply with Microsoft Clarity’s new requirements, make sure these steps are covered:
- Use a Consent Management Platform (CMP) such as CookieScript or OneTrust to store user preferences.
- Ask for explicit consent via your cookie banner before setting any cookies that store personal data. Only activate tracking after consent is given.
- Send the consent signal to Microsoft Clarity. Most CMPs do this automatically, but if you’re using a custom setup, Clarity’s Consent API (V2) allows you to transmit the correct signal manually.
This foundation helps you reduce risk and build reliable first-party data, crucial for AI, personalization, and performance.
From requirement to opportunity: the strategic value of consent
Consent is more than a legal checkbox. It’s a moment of trust between your brand and your audience. Brands that treat consent not as a burden, but as an opportunity, strengthen their authority. Transparency leads to trust. Trust leads to loyalty. And loyalty fuels better data, which powers more relevant marketing.
But consent alone doesn’t automatically unlock strategic value. That value emerges when privacy becomes part of your core strategy, not just your cookie policy. That means investing in clear communication, a reliable data infrastructure, and alignment between your tech stack and brand experience. Brands that make this shift gain a long-term competitive edge: less risk, more trust, and sharper performance powered by smarter data.
Ready to strengthen your data setup, and your performance?
Book a strategy session with Follo and make sure your Clarity setup is fully compliant and future-ready.
