Short answer: Mostly to get things done. Microsoft Clarity analyzed over 5.2 million AI agent sessions on Oct 29: 25.21% included checkout, 19.85% a form submission and 8.42% a booking, a checkout share 1.7 times that of humans. SMBs should first make sure agents can finish their forms and booking flows.
On October 29, Microsoft published an agent traffic analysis on the official Clarity blog. Between August 13 and September 9, 230,511 Clarity projects recorded more than 5.2 million “agentic sessions,” visits in which agentic browsers from the OpenAI, Google and Anthropic ecosystems operate a site for a person. The number that stops you: 25.21% of agentic sessions included checkout, versus 14.65% of human sessions, and this traffic grew 88% in three weeks in Clarity's data.
Why now? Over the past 18 months, AI has moved from giving answers to clicking buttons for you. OpenAI, Google and Anthropic all ship agents that open pages, fill forms and check out. Site owners barely see them: most agentic browsers look like ordinary Chrome, and GA4 has no dedicated agent report. Clarity is free and installed on many small and mid-sized sites, so it sees samples individual owners can't. Since July it has added AI citation and AI bot activity reports, and now its agent activity dashboard is generally available.
Others want this space too. Cloudflare watches crawler and bot traffic at the network layer; GEO tools like Profound sell AI visibility and agent analytics as paid enterprise plans; GA4 still centers on human behavior. The category is shifting from “does AI cite me” to “what does AI do on my site,” moving measurement from exposure to transactions.
Why should a Taiwanese SMB care? If customers start asking AI to book, fill inquiry forms or order, one unclear field or a mandatory phone verification step can stall the agent and send the business elsewhere. Below: what the numbers mean, how to measure, and how to fix things without buying SaaS.
The details: agents weight “finishing the task,” humans weight “browsing”
Both groups perform similar kinds of actions, but agents lean heavily toward task actions. Clarity's top actions:
| Action | Share of agentic sessions | Share of human sessions |
|---|---|---|
| Checkout | 25.21% | 14.65% |
| Submit form | 19.85% | 18.56% |
| Outbound click | 14.28% | 26.99% |
| Book appointment | 8.42% | Not in top 10 |
| Search | 7.16% | 4.79% |
| Login | 6.83% | 8.84% |
| Check availability | 2.41% | Not in top 10 |
Winners are e-commerce and booking sites with short flows and clear fields; losers are flows that require a phone call or an app. Clarity notes that agentic sessions may hand off to a human midway and the two can't yet be separated, so these figures describe visits involving agents, not transactions agents completed alone.
What three kinds of readers should do now: find the step most likely to stall
The shared first step is walking your site's checkout, form and booking paths once each.
- Brand owners and SMB owners: Install Clarity, open the agent activity report and see where agents stop; list every flow that can only be finished by phone.
- Marketers and SEO practitioners: Split conversion tracking into “human” and “likely agent”; check structured data on product, service and booking pages.
- Developers and agencies: Give every form field a real label and error message rather than icons or placeholders; keep booking and checkout to 3–5 steps.
Tool comparison: the free Clarity is enough for SMBs to start
Sites with under about NT$1M in monthly revenue can watch trends with free tools before buying enterprise plans.
| Tool | What it shows | Cost | Best for |
|---|---|---|---|
| Microsoft Clarity | Agent activity, AI bots, AI citations, heatmaps and recordings | Free | Every SMB website |
| Google Analytics 4 | Human conversions and sources, no dedicated agent report | Free | Sites already on GA4, used alongside |
| Cloudflare bot analytics | Crawler and bot requests at the network layer | Some features need paid plans | High-traffic sites managing crawlers |
| Profound and other GEO platforms | AI visibility and agent analytics | Enterprise pricing | Mid-to-large brands with marketing budgets |
What they won't tell you: this data isn't a conversion rate
The report is carefully worded, and at least three limits matter:
- Not a funnel: Figures are the share of sessions where an action occurred, not successful checkouts; “order success” is in the human top 10 but not the agent one.
- Sample bias: Only Clarity projects with agent traffic, and only known agentic browsers; agents disguised as ordinary browsers are missed.
- Small base: 88% growth in three weeks sounds dramatic, but agent traffic is still a small share of visits; no need to redesign your whole site.
The no-subscription alternative: a 2-hour form and booking health check
Without buying tools, you can fix the spots most likely to stall both agents and people.
- Step 1: List every form and booking flow, recording steps, required fields and whether phone verification is needed.
- Step 2: Check that every field has a text label and a clear error message; use standard inputs for dates and time slots.
- Step 3: Filter server logs for requests containing “bot” or “agent” and see which pages they stop on.
- Step 4: Add structured data and put hours, prices and cancellation rules in page text, not images.
FAQ
Do AI agents visit my website?
Very likely, but most tools can't tell them apart yet. Install the free Microsoft Clarity, check its agent activity report, then compare with server logs.
Do I need a separate website for AI agents?
No. Agents use the same pages. Clear form labels, fewer steps and plain error messages help both humans and agents.
Should I block AI agents?
Most SMBs shouldn't block them all. Agents usually act for a real customer, so blocking them blocks buyers; just rate-limit abnormal volume.
Can I trust orders or bookings sent by agents?
Mostly they are delegated by real people, but guard against fakes. Confirm bookings by SMS or LINE and keep normal payment verification for orders.
My take: agent traffic isn't a new audience, it's your most honest usability tester
The mainstream reading is that we need a new kind of SEO for AI agents. I disagree: where agents stall is almost always where humans stall too, such as unlabeled fields, too many steps and rules hidden in images. Rather than chasing “agent optimization” as a new buzzword, treat it as free usability testing. I also expect mainstream analytics like GA4 to build in agent traffic classification within 12–18 months, folding standalone agent analytics SaaS into existing platforms, so SMBs don't need to pay to get in early.
For ScriptWalker (a Taiwan-based Laravel/Flutter custom development studio), this is a practical service: a fixed-scope “form and booking flow health check” that audits steps, fields and error messages and adds structured data, delivered in 1–2 weeks. It's easier to explain than “AI optimization” and ties directly to inquiries and orders.
Sources
- Primary: Microsoft Clarity: What AI Agents Do on Websites: Insights From 5.2 Million Sessions (2026-10-29)
- Primary: Microsoft Clarity: AI Bot Activity in Microsoft Clarity
- Primary: Microsoft Clarity: The Next 5 Years of Clarity
- Primary: Google Search Central: Introduction to structured data
- Third party: Search Engine Roundtable: Daily Search Forum Recap (2026-10-30)
- Third party: TechCrunch: All the AI agents that can live in your text messages
Want a form and booking flow health check for your website? Contact us:
- Email: [email protected]
- Phone: 0916-224-047
- LINE: @ufv9089p