Clickstream Analytics on AWS

Collect, ingest, analyze, and visualize clickstream data inside your web and mobile applications

Overview

Clickstream Analytics on AWS collects, ingests, analyzes, and visualizes clickstream data from your websites and mobile applications. Clickstream data is critical for analyzing user behavior, customer data, and marketing campaigns. This data derives insights into the patterns of user interactions on a website or application, helping you better understand user navigation, preferences, and engagement levels to drive product innovation and optimize marketing investments.

With this AWS Solution, you can quickly configure and deploy a data pipeline that fits your business and technical needs. It provides purpose-built software development kits (SDKs) that automatically collect common events and easy-to-use APIs to report on custom events, enabling you to easily send your customers’ clickstream data to the data pipeline in your AWS account. The solution also offers pre-assembled dashboards that visualize key metrics about the user lifecycle, and advanced exploration analytics models to help you gain deeper insights into user behaviors and goal conversion. You can combine user behavior data with backend business data on AWS to create a comprehensive data platform that generates insights to drive business growth.

Benefits

Out-of-the-box analytics

This solution offers a comprehensive view of dashboards. Furthermore, exploration models allow you to perform complex analytics, such as event, funnel, path, and retention analysis, enabling a deeper understanding of user behavior and engagement patterns.

Complete data ownership

Clickstream data are available at the finest granularity within the security perimeter of an AWS account. You can query, extract, share, and join the user behavior data for multiple use cases.

Cost effective

This solution is built on top of AWS serverless analytics services that auto scale for your data volume without requiring you to reserve any resources. Also, unlike other third-party solutions, this solution has no license charge, so you pay only for your actual AWS service usage.

Technical details

You can automatically deploy this architecture using the implementation guide and the AWS CloudFormation templates for AWS Regions or AWS China Regions.

Clickstream Analytics on AWS | Architecture Diagram

Step 1
Amazon CloudFront distributes the frontend web user interface (UI) assets hosted in the Amazon Simple Storage Service (Amazon S3) bucket and the backend APIs hosted with Amazon API Gateway and AWS Lambda.

Step 2
The Amazon Cognito user pool, or OpenID Connect (OIDC), is used for authentication.

Step 3
The web UI console uses Amazon DynamoDB to store persistent data.

Step 4
AWS Step Functions, AWS CloudFormation, Lambda, and Amazon EventBridge orchestrate the lifecycle management of data pipelines.

Step 5
The data pipeline is provisioned based on the configurations specified by the user in the web console. It consists of Application Load Balancer (ALB), Amazon Elastic Container Service (Amazon ECS), Amazon Managed Streaming for Kafka (Amazon MSK), Amazon Kinesis Data Streams, Amazon S3, Amazon EMR Serverless, Amazon Redshift, and Amazon QuickSight.