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Clickstream Analysis

A form of Web analytics (see separate entry), clickstream analysis is the tracking and analysis of visits to websites. Although there are other ways to collect this data, clickstream analysis typically uses the Web server log files to monitor and measure website activity. This analysis can be used to report user behavior on a specific website, such as routing, stickiness (a user’s tendency to remain at the website), where users come from and where they go from the site. It can also be used for more aggregate measurements, such as the number of hits (visits), page views, and unique and repeat visitors, which are of value in understanding how the website operates from a technical, user experience and business perspective.

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