What is Clickstream Data in PPC?

What is Clickstream Data in PPC?

When it comes to building a great sales funnel, it becomes crucial to get an idea of the clickstream data. Lately, the clickstream data has gained a lot of reputation among different marketing strategists as it helps connect every action by a user, like connecting the dots. With so many firms in the same game, it gets challenging to prepare that competitive edge against others. Many marketers claim to use expensive data to deliver actionable insights in the online world. However, cutting-edge technology is used to provide quality insights, and therefore, not many platforms can promise the same.

Let’s discuss what clickstream data is? And, how do tools integrate it to provide competitive insights?

What is Clickstream Data?

Clickstream data is more of a journey than just singular data. Imagine having access to your competitive customer data, from how they optimize their site to how the engaged audience has been converted to customers. Well, this is a dream come true for many marketers. However, this dream is not going to be fulfilled anytime soon. Therefore, the best possible alternative is the clickstream data.

Clickstream data captures the whole process of how one ends up buying the product they were looking for. From searching it on Google to watching a YouTube video and then clicking on the purchase ad, everything is systemized and thus, recorded by AI. However, clickstream data is not all about the pit stop and destination; it also captures information like the time spent on a page, which page was engaged with the most, and the different sites visited at the same time.

Availability of this information makes clickstream data in PPC the best thing to real-traffic data. With a large set of real data, one can easily configure rich insights to understand consumer behavior and supply the same to businesses. On the other hand, such clickstream data create an efficient digital strategy.

Insight Formulation and Clickstream Data Collection

While it is hard to collect data from humans, there are users in the industry known as panelists who support the idea and supply their data to different companies. Companies use panelist hashed IDs to render the data and convert them into meaningful observations. However, the anonymity of the user remains intact.

Similarly, a single user’s data might not be useful for the company. But when the same data from million users are clubbed, trends can be uncovered, and new conclusions can be drawn depending on the different metrics. With intelligent use, one can formulate competitor’s website performance and gather the following stats on the same –

  • On-Page Time
  • Bounce Rate
  • Retention Rate
  • Estimated Traffic
  • Sales Conversion and Funnel and more.

However, one must not confuse clickstream data with analytics data. Analytical data focus on the precise data received on an individual domain. On the other hand, clickstream data is associated with the navigation across numerous domains by an individual user.

Why Choose Clickstream Data in PPC?

Even though marketers love to have analytical data on their desks, it is often found to be both time-consuming and expensive to draw insights from the same. With time, a number of challenges start to grow as the data grows old and the useful insights start to show a lag in performance. Therefore, the need for versatile, timely, and accessible data has made the market conditions pivot to something more reliable in the long run. Here are some of the reasons why marketers prefer clickstream data in PPC to boost businesses.

#1 Timely Insights

While we wait for recruitments, expert analysis, test delivery, and never-ending updates on analytical data, clickstream data gathers real-time navigation done by the users. It covers different perspectives and consumer behavior, which are often missed while dealing with analytical data.

#2 Versatile

Finding data that is long-lasting and versatile in nature is one of the hardest things for marketers. With data being transferred to many desks, quality starts deteriorating, and the insights become useless. However, getting hands-on clickstream data is difficult as it is limited to a few firms themselves. Even though formulating the algorithm is tough with clickstream data, once datasets are ready, they can be used for numerous insights. This, on the other hand, limits the job related to data filtration and data analysis in the long run.

#3 Captures the Big Picture

The source for any analytical data is specific domains with a limited audience visiting the same. This narrows down the data sample leading to biases in data reading. Restrictions like timeframe, geographies, age, and others are captured, leading to targeting a specific audience for marketing.

As time progresses, it is important to find solutions that capture the bigger picture and have a solution for every firm out there. With clickstream data in hand, marketers are free to explore the audience segment and create different insights for businesses using the same data. One can even use the data for two different niches leading to cost-saving when it comes to scalability.


The world is revolutionizing with time. As the industry grows, new data formulation comes into play, which helps gain a competitive advantage over others. Currently, paid ads managers prefer a good combination of analytical and clickstream data to generate leads for businesses. However, one can completely omit the traditional user base and improve their marketing strategy with clickstream data in PPC. 

Author Bio Abhijith VM

Blogger/SEO at Geek’s Framework. Loves internet marketing, travel, and cars.