A Clickstream is the recording of what a computer user clicks on while web browsing. As the user clicks anywhere in the webpage or application, the action is logged on a client or inside the web server, as well as possibly the web browser and ad servers. Clickstream data analysis can be used to create a user profile that aids in understanding the types of people that visit a company‟s website.

Simply, Record of a user’s activity on the internet, including the websites & pages that the user visits, how long the user was on a page or site and in what order they were visited. Upstream is pages clicked “from”, while Downstream is pages clicked “to”.

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