What Clickstream is: A report that shows which link a visitor clicked to reach your website and the links they engaged with during their visit.
What Clickstream isn’t: Page-path analysis. Unlike these reports, a clickstream does more than show you the pages a user has visited—you’re able to see which specific links were clicked, from entry to exit.
Why Clickstream matters: For example, you can analyze behavior differences between visitors who entered your site via an ad versus through an organic search. Understanding the path each user took through your site can help you optimize the environment, reduce friction points and encourage higher conversion rates.