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Clickstream

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Definition Edit

A clickstream is a

series of mouse clicks and related actions that a user makes while visiting a website. For an e-commerce website, a clickstream might include browsing the catalog, putting items into a virtual shopping cart, providing payment and shipping information, and then entering the order.[1]

Overview Edit

As the user clicks on the web page or application, the action is logged on the Web server, as well as possibly the Web browser, routers, proxy servers, and ad servers. Clickstream analysis is useful for Web activity analysis, software testing, market research, and for analyzing employee productivity.

The use of clickstream data can raise privacy concerns, especially since some Internet service providers sell users' clickstream data to enhance their revenue.

Analyzing a user’s clickstream can reveal usage patterns, which in turn can allow the website owner to understanding the customer's behavior. This data can be used to create a user profile.

Clickstreams can also be used to allow a user to see where they have been and allow them to easily return to a Web page they have previously visited — a function that is already included in most browsers.

References Edit

  1. Stopping Spam: Creating a Stronger, Safer Internet, at 55.

See also Edit


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