A clickstream refers to the path (i.e., order of pages) of a user through a website or series of websites while using the internet. It is used to indicate what elements of a site are effective, and which are not.[1]
The analysis of clickstream data often yields significant customer insights, for example:
  • What path is a customer most likely to take prior to purchase?
  • Is there a way to make the popular paths even easier to navigate?
  • Should unpopular paths be changed or even eliminated?
  • Do purchases come at the end of lengthy or short sessions?
  • At what pages do sessions end?[2]


  1. ^ American Marketing Association. AMA Dictionary.
  2. ^ Farris, Paul W.; Neil T. Bendle; Phillip E. Pfeifer; and David J. Reibstein (2010). Marketing Metrics: The Definitive Guide to Measuring Marketing Performance (Second Edition). Upper Saddle River, New Jersey: Pearson Education, Inc. <>

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