klikkstrøm

Klikkstrøm, in Norwegian, refers to the sequence of a user’s interactions on a website or digital service, typically recorded as a log of pages visited, clicks, timestamps, and the navigational path taken. It is a core component of web analytics and user behavior research, used to understand how visitors move through a site, where they drop off, and which elements drive engagement.

Data about klikkstrøm is collected through server logs, which capture requests, times, IP addresses, user agents, and referrer URLs, and through client-side tracking that uses JavaScript and cookies to record events, session IDs, page views, click events, and dwell times. Modern analytics often combine both sources and may add device type, geography, and campaign information. Data may be anonymized or pseudonymized to protect privacy.

Applications of klikkstrøm include optimizing site structure and content, funnel and conversion analysis, A/B testing, and personalization. It supports marketing attribution, user segmentation, and performance monitoring. However, the interpretation of klikkstrøm data requires caution, as it reflects observable actions rather than intent, and it can be affected by bots, ad blockers, and privacy settings.

Privacy and regulation are central considerations. In regions governed by the GDPR and similar laws, collection and processing of klikkstrøm data require lawful bases, user consent where appropriate, data minimization, transparency, and robust security. Anonymization and data retention limits are common practices to reduce risks.