A virtual trail that a user leaves behind while surfing
the Internet. A clickstream
is a record of a user’s activity on the Internet, including every Web site and every page of every Web site that the user visits, how long the user was on a page or site, in what order the pages were visited, any newsgroups
that the user participates in and even the e-mail addresses of mail that the user sends and receives. Both ISPs
and individual Web sites are capable of tracking a user’s clickstream.
Clickstream data is becoming increasingly valuable to Internet marketers and advertisers.