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The Ultimate Guide to Clickstream Data 2021
What is Clickstream Data?
Clickstream data is a type of consumer data. It tracks the path that a user takes on their online journey, such as the hyperlinks they click on. Generally, clickstream data shows how a user progressed through a website or how they went from search to purchase. For search engines, it shows you where a user has searched for a term and then clicked on it and if they return to the search after that.
How is Clickstream Data collected?
There are different ways that clickstream data is collected.
Analytics tools like Google Analytics capture user data when a user makes a search or clicks on a hyperlink.
Tools like Segment and RudderStack provide client-side SDKs to capture and record a user’s actions.
What is Clickstream behavior?
Clickstream behavior is essentially a map of the user’s experiences within a specific website. When the user clicks on which sites they are visiting or clicking on. The data obtained from the clickstream activity of the users is clickstream data. Clickstream data that is sustained over a period of time is called a clickstream behavior pattern. For businesses, not only can it be used to evaluate the user’s actions on the brand’s website, but also historical clickstream data like the user’s online behavior before and after visiting the brand’s website. Knowing where the user came from before visiting your website can be helpful in recognizing the motives of users engaging with your brand.
What is Clickstream prediction?
Clickstream prediction is the use of historical clickstream data to carry out clickstream data analysis that can outline an expected pattern of clickstream behavior.
In order to find user behavioral trends such as user drop-off and anomalies, clickstream prediction can be ultimately useful as a key to making plans for the future. Drop-off prediction can also enhance consumer conversion and retention.
Another use is to evaluate and model user behavior by using a commercial clickstream dataset.
For example, to evaluate user clickstreams for the determination of web navigation trends, historical clickstream data like genome sequences, consumer buying patterns, frequent sequential patterns may be needed. After it is collected, such data can be used for clickstream prediction.
How to capture Clickstream Data?
Some common ways to capture clickstream data are as follows:
• By using a data commerce platform. Such platforms offering their information via data marketplaces like Datarade’s, making the data very easy to collect, and you don’t have to worry about infrastructure management. They also provide a good UI for product data analysis. They are ideal if your goal is clickstream data product analytics.
• You can also use a middle-ground platform that includes client-side SDKs to capture click events and also contain BE that is used to collect and store on-site events.
What are the attributes of Clickstream Data?
Typically clickstream data contains information about a user’s online actions. A dataset might provide information on a user’s interaction with certain webpages, such as how long they stayed on the page and whether they return to search after. It can also tell you their series of actions on a page, such as whether they finalized a purchase or turned back at a preceeding step.
Clickstream datasets can provide information on both a user’s online and mobile actions to give you a full picture of the user’s online interactions.
What is Clickstream Data used for?
Businesses buy clickstream data to track a consumer’s interaction with their online pages. For vendors it can be used to see whether a consumer completed their purchase or help explain why if they did not.
It can be used to analyze the behaviour of a user on a business’ website and therefore the behaviour of the user before and after the website, for example how they got there and where they went next if they did not complete a purchase.
Clickstream analysis is very useful for monitoring users’ web activity and can be used in software testing and market research.
How is Clickstream Data useful?
There are many ways companies can make use of clickstream data. Here are some of them:
• Identifying consumer trends: Businesses can see the direction clients have taken to get to their site thanks to clickstream data. A company can detect such similarities and trends that they can use for generating profit by gathering and analyzing the clickstreams of a large number of clients. For example, if a majority of users used the same search term to find a website that led them to the website of the brand, the company would remove the middle man and guarantee that the search term is tailored for their website alone.
• Clickstream data can also be used to visualize the online customer demand routes, to carry out clickstream data analysis. Using clickstream analysis, the company will look to build the most successful way for consumers to find the product they are searching for quickly and efficiently through their page and secure a conversion.
• Preventing abandonment: Clickstream data can also show the top pages where most visitors leave the site. That helps companies to make appropriate changes to reduce their sites’ bounce rate.
What is the definition of Clickstream Data analysis?
Clickstream analysis (also referred to as clickstream analytics) on a website is the method of gathering, analyzing, and reporting an aggregated commercial clickstream dataset about which pages a website user visits and in what order. The route taken by the user to a website is known as the clickstream.
The two levels of clickstream analysis include traffic and e-commerce analytics.
Traffic analytics functions at the level of the server and monitors how many pages are available to the user, how long each page takes to load, how often the user hits the back or pause button of the browser, and how much information is transmitted before the user moves on.
E-commerce analytics deals with the historical clickstream data showing financial transactions across the board on the website.
How to visualize Clickstream Data?
To visualize clickstream data means to identify the customers before analyzing the clickstream data. Typically, consumer descriptive characteristics include income, demographics, and behavior. Although it is easy to measure sales and demographics, consumer behavior is harder both to define and also harder to quantify. The nature of your business mostly determines which aspects of consumer behavior are important to your strategies.
To start simple visualization of clickstream data, note that on all websites, clicks, transactions, and other online footprints are usually registered. With that, you can check the demographics, transactional details, and other descriptive factors that make up your audience. That can help you proceed onto clickstream data analysis with the visualized data in the form of heatmaps and graphs.
Is Clickstream Data structured or unstructured?
Clickstream data is normally unstructured data. Unstructured data does not behave according to a predefined data model or does not act in a predefined direction.
Thus, unstructured data is used to characterize information that does not adhere to the structure of a standard relational database. Clickstream data, in essence, is a comprehensive record of how users move through a website. Such movements are usually unpredictable because they are liable to become influenced by multiple uncontrollable factors. Clickstream data analysis offers considerable insights into how quickly the web is navigated, which pages confuse users the most, and which pages are crucial to achieving the desired destination from a user’s perspective.
How can a user assess the quality of Clickstream Data?
The best clickstream datasets will include the most up-to-date information on users’ online activity and will be constantly updated. This is key due to the high amount of internet traffic that is generated each day. Good sets will also contain historical data so that you can track user patterns and trends that can be seen over time. Always make sure to check the provider’s reviews before buying and ask for a clickstream data sample before you buy clickstream data to ensure that the dataset fits your needs.
Who are the best Clickstream Data providers?
Finding the right Clickstream Data provider for you really depends on your unique use case and data requirements, including budget and geographical coverage. Popular Clickstream Data providers that you might want to buy Clickstream Data from are Verto Analytics, Datos, Datastream Group, Datonics, and Lifesight.
Where can I buy Clickstream Data?
Data providers and vendors listed on Datarade sell Clickstream Data products and samples. Popular Clickstream Data products and datasets available on our platform are Mobile Clickstream & App Session by Above Data, Mobile clickstream US + demographic data by Datos, and Lifesight Web Data by Lifesight.
How can I get Clickstream Data?
You can get Clickstream Data via a range of delivery methods - the right one for you depends on your use case. For example, historical Clickstream Data is usually available to download in bulk and delivered using an S3 bucket. On the other hand, if your use case is time-critical, you can buy real-time Clickstream Data APIs, feeds and streams to download the most up-to-date intelligence.
What are similar data types to Clickstream Data?
Clickstream Data is similar to Demographic Data, Audience Data, Social Media Data, Consumer Credit Rating Data, and Mobile Audience Data. These data categories are commonly used for Web Traffic Analytics and Clickstream Data analytics.
What are the most common use cases for Clickstream Data?
The top use cases for Clickstream Data are Web Traffic Analytics.