Clickstream is the transcript of how a user interacts with a digital platform or website. It describes the digital footprint of a user as in the preference of the user, the time spent on the website, and the sequence in which the pages were visited. It is a huge boon for the website as it gives a valuable understanding of the user activity. Clickstream analysis is the analysis of the data of the clicks of an individual user throughout the internet. You may consider it as your digital logbook, which stores the information as to which site was visited and when. You can use it to track your user behavior and provide them with a complete personalized experience. 


The easiest way to use clickstream analytics is to view from where your website may be getting traffic. It not only gives you an overview of the true numbers but also allows you to judge the success factor of a marketing campaign. Keyword analysis is also an additional feature attributed to the analysis of clickstream data. 


  1. What is the structure of clickstream analytics?

Clickstream analytics is made up of five main components:

  • Sourcing the data
  • Processing of data
  • Storing data
  • Analytical preview
  • Visualization
  1. Where can we store the clickstream data?

The clickstream data can be stored in the personal cloud warehouses.

  1. What are the major factors to keep in mind while building a clickstream data pipeline?

There are multiple factors to be mindful of while designing the architecture of the pipeline.

  • Scalability: The setup should be available to store enormous amounts of data without being on the pricey end.
  • Safety: If there is any scope of failure, your pipeline should be able to withstand it.  
  • Durability: The pipeline should be flexible and should not require regular updating in case the structure of data changes.