Clickstream as an element of web analytics is fairly straightforward to understand, it simply is the collecting, storing, processing and analysing of click data gathered from your website or app.

Click data is the data you see in tools such as Google Analytics. You will over time generate and collect a vast amount of this type of data.

The click level data that you collect from your website or app is also known as the foundation data, this is will help you to measure pages and campaigns across your website or app and will allow you to analyse a variety of different site behaviors such as, sessions and users, time on site and pageviews, bounce rates and traffic sources to name a few.