Real-world, high-quality data is the backbone of smart business decisions.

We live in an age where every digital move is trackable. When captured (and appropriately anonymized and privacy-secured), this data can provide a stream of signals that are gold dust for businesses. 

This is clickstream data. It opens up a world of invaluable insights into consumer behavior, market trends, and opportunities. If you’re looking to get started, you’re in good company, as more businesses are turning to clickstream data to stay ahead.

However, not all clickstream data providers are created equal.

This guide will break down what to look for in a decent clickstream data provider, red flags to avoid, and how to evaluate your options.

What is clickstream and why is it valuable?

Clickstream data is a record of users’ behavior online, tracking activity at the URL level. It includes clicks, searches, purchases, scrolls and interactions, providing a comprehensive view of customer journeys on the web. 

The value of clickstream is in its scale: it lets you see what entire cohorts of people are doing online. No guesswork, no reliance on third-party reports that will quickly go out of date.

With more and more people relying on AI for quick answers, which they’re usually not bothering to fact-check, the value of accurate, up-to-date data on real-world human behavior is now the ultimate competitive edge.

In short: clickstream data turns the chaos of the internet into actionable intelligence – if you have the right provider.

What to look for in a clickstream provider

As we’ve seen, clickstream data can be incredibly powerful – but only if it comes from a reliable source. The quality and usability of the data you choose will directly impact the insights you get (and the decisions you make based on them).

When exploring providers, here are the key traits that separate the decent from the dubious.

Diligence and compliance

Safety and security always come first. When looking for a clickstream provider, here are key things to make sure of.

Documented due diligence

Legitimate providers should have well documented due diligence procedures, alongside strong understanding of the privacy landscape and how to navigate it. If unable to demonstrate this, that’s a red flag.

Anonymization and De-identification

Clickstream data should never include personally identifiable information (PII). Strong providers will implement security measures and safeguards, and domain-level aggregation to ensure privacy is preserved while still delivering meaningful insights.

At Datos, privacy is our priority. We take data protection seriously and our practices are aligned with applicable privacy laws and principles.

Bottom line: diligence and compliance protects not just users, but your brand reputation and business.

Transparency and integrity

Some clickstream providers have been known to make inflated or misleading claims about their panel size. The size of a panel will always vary depending on natural user fluctuations, and quality matters as much as quantity. In any case, a reputable provider will be able to provide a data sample for clients to evaluate for themselves.

A credible provider should also be able to offer insights into  their methodology, including sample sizes, data cleaning processes, and any modeling used. Without this, it’s impossible to evaluate how reliable the data actually is.

Frequency of data delivery

Depending on your industry, how often you receive your data can dramatically impact how useful that data is, especially if you’re tracking fast-moving trends or analyzing campaign performance. A primary value of clickstream is that it’s as close to real-time data as it gets.

Be sure to ask about the frequency of data delivery (this is called data latency) from a potential clickstream provider.

For example, most of Datos’ data feeds are updated daily, providing a regular aggregated batch. We also have a low-latency option for some of our feeds, which delivers the data as it becomes available (rather than a once-daily aggregation), making it the fastest in the industry.

It’s not just when the data arrives – it’s how. Make sure delivery methods are fast, stable, and compatible with your existing tools. Which brings us to the next point…

Delivery and integrations

A powerful dataset is only valuable if you can actually use it. When evaluating a clickstream provider, make sure they offer flexible delivery methods. Seamless integration with your existing tools can save your team much time and hassle. 

Look for clear documentation and responsive support to help you navigate schemas, field definitions, and update schedules. And don’t overlook scalability; a good provider’s delivery infrastructure should be stable and reliable, even as your data needs grow. 

Ultimately, delivery and integration should be frictionless, letting your team focus on getting the best insights from your valuable data.

High-quality client support

Great client support is essential for getting the most out of your clickstream provider. Ideally you’ll find a provider who is responsive, knowledgeable, and readily available to answer queries. 

A great provider also really takes time to understand your business needs in depth in order to tailor services and data products accordingly. The best providers act like true partners, not just data vendors. 

Conclusion

In summary, selecting a good clickstream provider isn’t just about accessing data, nor just about panel size, but about data you can trust, use, and build on; the details matter. A decent provider will be transparent, rigorous about quality, and flexible enough to fit your needs. They’ll be your partner in helping you make sense of consumer behavior online.

To help you out, here’s a quick checklist of things to check when selecting a clickstream provider

• Due diligence & security compliance
• Transparency and integrity
• Frequency / latency of data delivery 
• Delivery and integration capabilities
• Quality customer support 

Here are Datos, we practice what we preach. We believe in a digital environment where data should be handled responsibly, contributing to a safer and more trustworthy Internet for all. 

To find out more about clickstream at Datos, get in touch.