Clickstream data are a detailed log of how participants navigate through the Web site during a task. The log typically includes the pages visited, time spent on each page, how they arrived on the page, and where they went next.
Is clickstream data unstructured data?
It’s long been popular to talk about customer interaction data such as clickstream, social activity, inbound email and call center verbatims as “unstructured data.” Wikipedia says of the term that it “… We can start by realizing that unstructured data are, in fact, not unstructured at all.
How is clickstream data used?
Clickstream data can be thought of as a roadmap of a user’s online activity. This information represents digital breadcrumbs that show what websites a user has visited, what pages they viewed on that site, how long they spent on each page and where they clicked next.
How do you collect clickstream data?
Clickstream data is usually collected using a tracker javascript tag. The events of the user are tracked using a tracker code and this is sent to the collection server, where they are saved. Each event can then be sent to a data warehouse where they can be used for business or analytic purposes.
How do you gather clickstream data?
How to collect clickstream data
- Customer visits a web page with his mobile device.
- Website returns a page to render together with a tracker javascript tag.
- The tracker code tracks events that customer is performing on his device and sends to a collector server.
- Then those events get saved, validated and enriched.
Is clickstream data structured or unstructured?
Clickstream data is normally unstructured data delivered via API or data feed.
How do you do a clickstream analysis?
How to Do Clickstream Analysis
- Understand your objectives. It may sound cliche, but the first step in effective clickstream analysis is understanding your objectives.
- Collect and visualize data.
- Identify patterns and exceptions.
- Draw and implement conclusions.
What is meant by clickstream?
A clickstream is a record that contains data about a website user’s clicks on a computer display screen via a mouse or touchpad. This type of information provides a visual trail of user activity with detailed feedback.
Is Google Analytics clickstream data?
For websites that use Google Analytics to analyze website data, chances are clickstream data is not being collected since this is typically only made available to premium users. However, there is a way to obtain clickstream data for free using the custom dimensions feature that Google Analytics offers.
What is clickstream data and why do you need it?
If you’re here, you probably already know why you want clickstream data. It enables you to merge Google Analytics data with a CRM, integrate GA data into a data warehouse, perform cohort analysis, answer questions about lifetime value, and run all kinds of complex queries and advanced analytics that are inaccessible from the standard reports.
How can I use clickstream data to measure participant success?
As mentioned previously, you might be able to use clickstream data to determine whether the participant was successful in the task. In most cases, however, it’s easier to ask participants to find a page or a specific answer and enter it once they’ve found it. This can be a code, an actual piece of data, or something such as a page title or URL.
How to do a Clickstream analysis with Google Analytics?
For an easy introduction to clickstream analysis with Google Analytics, find the “Behavior” category in the menu bar on the left-hand side. Then, choose “Behavior Flow”. This will show you a flowchart of the sequence of pages users visit on your website. Above the first step, you can choose what metric to compare the clickstream to.
How can Webmasters use Clickstream analysis to compare traffic channels?
Webmasters can use clickstream analysis to compare traffic channels if they know how their users first reached the website. With most website analytics tools, webmasters will have this information; for example, whether a given user reached the website through a search engine, social media, or by typing the website’s URL into their browser.
