Quick answer
Clickstream data is the time-ordered sequence of page views, clicks and other events that a visitor generates while using a website or app, usually stored as one row per event with a timestamp, a session or user ID and properties.
What is clickstream data?
Clickstream data is the trail a visitor leaves: every page view, click and event, in order, with a time on each. One row per event. Put the rows for one person side by side and you can read their visit like a story.
A sample session as rows
| Time | Session | Event | Page | Properties |
|---|---|---|---|---|
| 09:12:01 | s-81 | pageview | /blog/pricing-guide | source: google |
| 09:13:40 | s-81 | pageview | /pricing | — |
| 09:13:55 | s-81 | click | /pricing | element: "Compare plans" |
| 09:14:30 | s-81 | pageview | /signup | — |
| 09:15:02 | s-81 | sign_up | /signup | plan: free |
Sample data. Five rows tell you this visitor came from search to a guide, compared plans and signed up in three minutes.
Three analyses from the same rows
| Analysis | Built from the rows by… | Answers |
|---|---|---|
| Path analysis | Ordering events per session and counting sequences | What routes lead to sign-up? |
| Funnel | Checking who hit chosen steps in order | Where do people drop out? |
| Metric | Counting and dividing | How many sign-ups per 1,000 blog visits? |
Rules for clean, safe clickstream
- Name events consistently so rows from web and app line up (tracking plan).
- Keep personal data out of URLs, page titles and properties: no emails in query strings, no typed text.
- Separate bots before analysing paths.
- Set a retention period for raw rows.
Clickstream in TapCub
TapCub stores the website clickstream as pageviews and events. Session details in Web analytics list the entry, exit, pages and events of each visit, and path analysis runs forward from a start or backward from a goal with 2–10 steps and 3–15 nodes per step. Raw event exports are described in export raw data.
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Product Analyst
Focuses on event analysis, conversion funnels, and retention, using clear metric definitions and structured analysis to explain product performance.