ClickStream Analytics Defined

Clickstream analytics is the process of collecting, analyzing and reporting aggregate data regarding pages a user visits on a website and the order in which they visit them. The path a user takes through a website is called the click stream.

There are two levels of clickstream analysis:

• Traffic Analytics -Traffic analytics operates at the server level and tracks how many pages are served to the user, how long it takes each page to load, how often the user hits the browser’s back or stop button and how much data is transmitted before the user moves on. 
• Ecommerce Analytics – E-commerce-based analysis uses clickstream data to determine the effectiveness of the site in conversions/transactions.

Clickstream analytics are often implemented in a broader market research strategy.

Benefits of click stream include:

• Identify customer trends
• Discover new mediums
• Increase conversion
• Understand user behavior