Clickstream Analytics

What Is Clickstream Analytics?

A clickstream is the path a user takes when perusing a website, and clickstream analytics help brands understand what this path looks like.

In many cases, brands employ tracking technologies that follow users as they move through and among web pages on a site. Then, clickstream analytics aggregates that data to develop an average or most common path. With this information, brands can address areas of their websites or marketing campaigns in which they're losing customer interest.

For example, say a brand uses clickstream analytics to find that customers aren't scrolling to the bottom of a product page, which is where the "buy now" button is located. The brand can then move the button higher on the page to increase clicks and drive more conversions.

In this case, the clickstream data helps the brand not only better understand their customers' behavior, but also reduce customer churn.