Clickstream data is information collected about a user who browses websites or uses a browser. In simplified form, clickstream data can be considered as a stream of clicks, a user’s virtual footprint on the Internet or while browsing a website.
Traditionally, clickstream data has been collected using JavaScript-based trackers. These trackers send post-data to remote servers, where the received information is converted into a format suitable for processing by analytics systems.
Clickstream data analytics is used in marketing. With its help, marketers can understand the user’s journey from initial search to purchase. Clickstream data is actively collected by search engines, advertising networks, telecommunications companies and Internet service providers.