Clickstream

As explained in Effective Data Analysis

Clickstream data is a record of users’ clicks, navigation, and related activity on a website or application.

Clickstream data records a user’s activity and navigation on a website or application. It captures the sequence of clicks and is especially valuable for digital product and marketing analytics. section 2.1.2

A clickstream record commonly includes:

• The order of events within a session, supporting reconstruction of the steps a user performed. section 2.1.2
• Time spent on each page, supporting analysis of large-scale usage patterns. section 2.1.2
• Individual page elements or links clicked, providing granular interaction detail. section 2.1.2
• Common applications include A/B testing, attribution modeling, and website analytics. section 2.1.2

Figure 2.2 A sample of data from a table on page view events

A page-view events table illustrates how clickstream activity can be organized into a curated dataset. section 2.1.2

How Effective Data Analysis covers it

How deep it goes

Defines event order, page time, and clicked elements, while deferring broader source strengths and limitations.

Examples

Uses session sequences, page-view duration, clicked links, and a curated page-view events table as examples.

What you can do after

Evaluate user behavior by reconstructing sessions and analyzing navigation, page time, and granular interactions.

How it connects

Connects clickstream data with behavioral data, A/B testing, attribution modeling, and website analytics.

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Related concepts

• behavioral datakind of · Behavioral data is information recording the observable actions, interactions, responses, or usage patterns of people interacting with a product, service, or system.
• experimentationuses · Experimentation is the deliberate testing of an idea, intervention, or alternative by observing outcomes to gather evidence or compare effects.
• pipelineused by · A pipeline is an ordered or coordinated sequence of connected processing stages or tasks that passes data, work, or results toward an outcome.
• data sourcekind of · A data source is an origin, system, repository, or process from which data is obtained for use or processing.
• Sparkused by · Apache Spark is an open-source distributed computing engine for large-scale data processing and analytics across clusters, supporting batch and streaming workloads.

This explainer was generated by Manning's knowledge graph from the text of Effective Data Analysis. The section links point to the parts of the book it draws on.