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    Glossary
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    What is meant by Clickstream Data?

    The techniques used to gather, analyze, and report aggregate data on which pages a website user accesses and in what order, are defined as clickstream data and clickstream analytics. Clickstream is the route that a visitor takes through a website.

    The two types of clickstreams are clickstream data and clickstream analytics, often known as clickstream analysis. The information gathered about a user using a web browser or browsing a website is known as clickstream data. Tracking, analyzing and reporting data on user behavior while on a website and the pages they visit is called ‘clickstream analytics’.

    Clickstream data is used by websites to illustrate how users moved from a user's first search or landing page to make a purchase of a product or service. To show where a user has searched for a term or a phrase when they have clicked on it, and whether they go back to searching after this - search engines optimize clickstream data sets. Clickstream data is collected through different sources like internet service providers, advertising networks, and telecom and IT companies.

    Clickstream Data Metrics

    Web analytics data included in clickstreams comprises the following categories:

    • whether the user is a first-time or repeats visitor to the website;

    • the keywords a user types into a search engine,

    • the page the user visits on first

    • how long the user spends time on that page,

    • the features on the page the user interacts with,

    • when and where they add or remove items from their basket,

    • where they go next, and when they hit the back button.

    Clickstream data collected from a user’s single visit to a website might not prove helpful. However, an organization can use aggregate data gathered from numerous visitors to improve user websites or service experiences.

    Clickstream analytics and how it is used

    Businesses utilize clickstream analytics to identify market trends and draw conclusions from their websites' various data. Generally, a web server log file is used to keep track of user activities on a website.

    An organization can get information on the number of page visits, views, and first-time and repeat visitors using clickstream analysis. This information gives an overview of the company’s website performance and how it can be used to evaluate typical user experience (UX). The website owner can then make changes to the site to make it more user-friendly and increase the chance that visitors will spend longer than usual, make a purchase, or engage with it in other ways.

    Because clickstream analysis can collect a vast amount of data, many e-businesses consider big data analytics and related tools like Hadoop to analyze the data and produce reports on certain areas of interest.

    Benefits of Clickstream Data Analysis

    There are a variety of benefits businesses can avail of clickstream data and clickstream analytics. Some of them are listed below:

    • Identify customer trends and insights.

    • Understand website behaviors.

    • Scale advertisement reaches and attracts new audiences.

    • Create real-time personalized content.

    READ MORE: Discovering Shoppers' Intent At E-Commerce Site Using Clickstream Data