preclick

Preclick is an informal term used in digital analytics, user experience research, and advertising to refer to signals and events that occur before a user activates a link, button, or other interactive element. There is no formal standard definition across platforms, and meanings can vary by context.

In web analytics and UX research, preclick data encompasses pre-click indicators such as hover duration, time on page, scrolling depth, cursor movements, focus changes, and the sequence of interactions leading up to a click. These signals help analysts infer user intent and identify barriers to engagement when the click does not happen.

In advertising and marketing technology, preclick factors may describe the context surrounding an impression or an ad, such as targeting signals, placement, and environmental cues used to optimize the likelihood of a click. Some models use preclick signals to predict click-through probability and to tailor pre-click experiences for users.

In usability testing and UI design, preclick analysis can reveal moments of hesitation, confusion, or distraction that precede a click, guiding design changes to improve clarity, prominence of call-to-action elements, or reduce friction in the interaction flow.

Technically, preclick is not a defined event in the web platform; when automation or testing frameworks simulate clicks, preclick steps may refer to preparatory actions carried out just before triggering a click, such as logging state or ensuring element visibility.

Related concepts include click-through rate, hover interactions, eye tracking, and attribution modeling.