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Error transcoding with FFmpeg : Error : Output format hls is not available
6 mai 2024, par asif mohmdI am using FFmpeg library to transcode a video file into multiple resolutions and create an HLS (HTTP Live Streaming) master playlist.


It takes a video file as input but its does give me the output with HLS playlist.I got a error called "Output format hls is not available". Only the Output directory is creating


I am using FFMpeg 7.0 full build version and also tried older versions and ffmpeg essentials and also tried chocolatey.


if i remove the implementation of HLS from this code.it will create 4 different resolution videos in my output.


Note:I just tried this same code on my friend MAC Book by only changing the setffmpegPath : "ffmpeg.setFfmpegPath("C :\ffmpeg\bin\ffmpeg.exe") ;" to his ffmpeg directory.
Its working perfectly in his mac book


import "dotenv/config";
import * as fs from "fs";
import * as path from "path";
import ffmpeg from "fluent-ffmpeg";
import crypto from "crypto";

ffmpeg.setFfmpegPath("C:\\ffmpeg\\bin\\ffmpeg.exe");

export const FFmpegTranscoder = async (file: any): Promise<any> => {
 try {
 console.log("Starting script");
 console.time("req_time");

 const randomName = (bytes = 32) =>
 crypto.randomBytes(bytes).toString("hex");
 const fileName = randomName();
 const directoryPath = path.join(__dirname, "..", "..", "input");
 const filePath = path.join(directoryPath, `${fileName}.mp4`);

 if (!fs.existsSync(directoryPath)) {
 fs.mkdirSync(directoryPath, { recursive: true });
 }

 const paths = await new Promise<any>((resolve, reject) => {
 fs.writeFile(filePath, file, async (err) => {
 if (err) {
 console.error("Error saving file:", err);
 throw err;
 }
 console.log("File saved successfully:", filePath);

 try {
 const outputDirectoryPath = await transcodeWithFFmpeg(
 fileName,
 filePath
 );
 resolve({ directoryPath, filePath, fileName, outputDirectoryPath });
 } catch (error) {
 console.error("Error transcoding with FFmpeg:", error);
 }
 });
 });
 return paths;
 } catch (e: any) {
 console.log(e);
 }
};

const transcodeWithFFmpeg = async (fileName: string, filePath: string) => {
 const directoryPath = path.join(
 __dirname,
 "..",
 "..",
 `output/hls/${fileName}`
 );

 if (!fs.existsSync(directoryPath)) {
 fs.mkdirSync(directoryPath, { recursive: true });
 }

 const resolutions = [
 {
 resolution: "256x144",
 videoBitrate: "200k",
 audioBitrate: "64k",
 },
 {
 resolution: "640x360",
 videoBitrate: "800k",
 audioBitrate: "128k",
 },
 {
 resolution: "1280x720",
 videoBitrate: "2500k",
 audioBitrate: "192k",
 },
 {
 resolution: "1920x1080",
 videoBitrate: "5000k",
 audioBitrate: "256k",
 },
 ];

 const variantPlaylists: { resolution: string; outputFileName: string }[] = [];

 for (const { resolution, videoBitrate, audioBitrate } of resolutions) {
 console.log(`HLS conversion starting for ${resolution}`);
 const outputFileName = `${fileName}_${resolution}.m3u8`;
 const segmentFileName = `${fileName}_${resolution}_%03d.ts`;

 await new Promise<void>((resolve, reject) => {
 ffmpeg(filePath)
 .outputOptions([
 `-c:v h264`,
 `-b:v ${videoBitrate}`,
 `-c:a aac`,
 `-b:a ${audioBitrate}`,
 `-vf scale=${resolution}`,
 `-f hls`,
 `-hls_time 10`,
 `-hls_list_size 0`,
 `-hls_segment_filename ${directoryPath}/${segmentFileName}`,
 ])
 .output(`${directoryPath}/${outputFileName}`)
 .on("end", () => resolve())
 .on("error", (err) => reject(err))
 .run();
 });
 const variantPlaylist = {
 resolution,
 outputFileName,
 };
 variantPlaylists.push(variantPlaylist);
 console.log(`HLS conversion done for ${resolution}`);
 }
 console.log(`HLS master m3u8 playlist generating`);

 let masterPlaylist = variantPlaylists
 .map((variantPlaylist) => {
 const { resolution, outputFileName } = variantPlaylist;
 const bandwidth =
 resolution === "256x144"
 ? 264000
 : resolution === "640x360"
 ? 1024000
 : resolution === "1280x720"
 ? 3072000
 : 5500000;
 ``;
 return `#EXT-X-STREAM-INF:BANDWIDTH=${bandwidth},RESOLUTION=${resolution}\n${outputFileName}`;
 })
 .join("\n");
 masterPlaylist = `#EXTM3U\n` + masterPlaylist;

 const masterPlaylistFileName = `${fileName}_master.m3u8`;

 const masterPlaylistPath = `${directoryPath}/${masterPlaylistFileName}`;
 fs.writeFileSync(masterPlaylistPath, masterPlaylist);
 console.log(`HLS master m3u8 playlist generated`);
 return directoryPath;
};
</void></any></any>

My console.log is :


Starting script
 HLS conversion starting for 256x144
 Error transcoding with FFmpeg: Error: Output format hls is not available
 at C:\Users\asifa\Desktop\Genius Grid\Transcode-service\node_modules\fluent-ffmpeg\lib\capabilities.js:589:21
 at nextTask (C:\Users\asifa\Desktop\Genius Grid\Transcode-service\node_modules\async\dist\async.js:5791:13)
 at next (C:\Users\asifa\Desktop\Genius Grid\Transcode-service\node_modules\async\dist\async.js:5799:13)
 at C:\Users\asifa\Desktop\Genius Grid\Transcode-service\node_modules\async\dist\async.js:329:20
 at C:\Users\asifa\Desktop\Genius Grid\Transcode-service\node_modules\fluent-ffmpeg\lib\capabilities.js:549:7
 at handleExit (C:\Users\asifa\Desktop\Genius Grid\Transcode-service\node_modules\fluent-ffmpeg\lib\processor.js:170:11)
 at ChildProcess.<anonymous> (C:\Users\asifa\Desktop\Genius Grid\Transcode-service\node_modules\fluent-ffmpeg\lib\processor.js:184:11)
 at ChildProcess.emit (node:events:518:28)
 at ChildProcess.emit (node:domain:488:12)
 at Process.ChildProcess._handle.onexit (node:internal/child_process:294:12) 
</anonymous>

I am using Windows 11 and FFMpeg version 7.0. I repeatedly checked, using CMD commands, that my FFMpeg was installed correctly and confirmed the environment variables path, experimented with various FFMpeg versions, and tried with FFMpeg full build Chocolatey package.


In Command Line its working perfectly :


PS C:\Users\asifa\Desktop\test fmmpeg> ffmpeg -hide_banner -y -i .\SampleVideo_1280x720_30mb.mp4 -vf scale=w=640:h=360:force_original_aspect_ratio=decrease -c:a aac -b:v 800k -c:v h264 -b:a 128k -f hls -hls_time 14 -hls_list_size 0 -hls_segment_filename beach/480p_%03d.ts beach/480p.m3u8
Input #0, mov,mp4,m4a,3gp,3g2,mj2, from '.\SampleVideo_1280x720_30mb.mp4':
 Metadata:
 major_brand : isom
 minor_version : 512
 compatible_brands: isomiso2avc1mp41
 creation_time : 1970-01-01T00:00:00.000000Z
 encoder : Lavf53.24.2
 Duration: 00:02:50.86, start: 0.000000, bitrate: 1474 kb/s
 Stream #0:0[0x1](und): Video: h264 (Main) (avc1 / 0x31637661), yuv420p(progressive), 1280x720 [SAR 1:1 DAR 16:9], 1086 kb/s, 25 fps, 25 tbr, 12800 tbn (default)
 Metadata:
 creation_time : 1970-01-01T00:00:00.000000Z
 handler_name : VideoHandler
 vendor_id : [0][0][0][0]
 Stream #0:1[0x2](und): Audio: aac (LC) (mp4a / 0x6134706D), 48000 Hz, 5.1, fltp, 383 kb/s (default)
 Metadata:
 creation_time : 1970-01-01T00:00:00.000000Z
 handler_name : SoundHandler
 vendor_id : [0][0][0][0]
Stream mapping:
 Stream #0:0 -> #0:0 (h264 (native) -> h264 (libx264))
 Stream #0:1 -> #0:1 (aac (native) -> aac (native))
Press [q] to stop, [?] for help
[libx264 @ 000001ef1288ec00] using SAR=1/1
[libx264 @ 000001ef1288ec00] using cpu capabilities: MMX2 SSE2Fast SSSE3 SSE4.2 AVX FMA3 BMI2 AVX2
[libx264 @ 000001ef1288ec00] profile High, level 3.0, 4:2:0, 8-bit
[libx264 @ 000001ef1288ec00] 264 - core 164 r3190 7ed753b - H.264/MPEG-4 AVC codec - Copyleft 2003-2024 - http://www.videolan.org/x264.html - options: cabac=1 ref=3 deblock=1:0:0 analyse=0x3:0x113 me=hex subme=7 psy=1 psy_rd=1.00:0.00 mixed_ref=1 me_range=16 chroma_me=1 trellis=1 8x8dct=1 cqm=0 deadzone=21,11 fast_pskip=1 chroma_qp_offset=-2 threads=11 lookahead_threads=1 sliced_threads=0 nr=0 decimate=1 interlaced=0 bluray_compat=0 constrained_intra=0 bframes=3 b_pyramid=2 b_adapt=1 b_bias=0 direct=1 weightb=1 open_gop=0 weightp=2 keyint=250 keyint_min=25 scenecut=40 intra_refresh=0 rc_lookahead=40 rc=abr mbtree=1 bitrate=800 ratetol=1.0 qcomp=0.60 qpmin=0 qpmax=69 qpstep=4 ip_ratio=1.40 aq=1:1.00
Output #0, hls, to 'beach/480p.m3u8':
 Metadata:
 major_brand : isom
 minor_version : 512
 compatible_brands: isomiso2avc1mp41
 encoder : Lavf61.1.100
 Stream #0:0(und): Video: h264, yuv420p(progressive), 640x360 [SAR 1:1 DAR 16:9], q=2-31, 800 kb/s, 25 fps, 90k tbn (default)
 Metadata:
 creation_time : 1970-01-01T00:00:00.000000Z
 handler_name : VideoHandler
 vendor_id : [0][0][0][0]
 encoder : Lavc61.3.100 libx264
 Side data:
 cpb: bitrate max/min/avg: 0/0/800000 buffer size: 0 vbv_delay: N/A
 Stream #0:1(und): Audio: aac (LC), 48000 Hz, 5.1, fltp, 128 kb/s (default)
 Metadata:
 creation_time : 1970-01-01T00:00:00.000000Z
 handler_name : SoundHandler
 vendor_id : [0][0][0][0]
 encoder : Lavc61.3.100 aac
[hls @ 000001ef12482040] Opening 'beach/480p_000.ts' for writing speed=15.5x
[hls @ 000001ef12482040] Opening 'beach/480p.m3u8.tmp' for writing
[hls @ 000001ef12482040] Opening 'beach/480p_001.ts' for writing speed=17.9x
[hls @ 000001ef12482040] Opening 'beach/480p.m3u8.tmp' for writing
[hls @ 000001ef12482040] Opening 'beach/480p_002.ts' for writing speed=17.3x
[hls @ 000001ef12482040] Opening 'beach/480p.m3u8.tmp' for writing
[hls @ 000001ef12482040] Opening 'beach/480p_003.ts' for writing speed=19.4x
[hls @ 000001ef12482040] Opening 'beach/480p.m3u8.tmp' for writing
[hls @ 000001ef12482040] Opening 'beach/480p_004.ts' for writing speed=19.3x
[hls @ 000001ef12482040] Opening 'beach/480p.m3u8.tmp' for writing
[hls @ 000001ef12482040] Opening 'beach/480p_005.ts' for writing speed=19.2x
[hls @ 000001ef12482040] Opening 'beach/480p.m3u8.tmp' for writing
[hls @ 000001ef12482040] Opening 'beach/480p_006.ts' for writing
[hls @ 000001ef12482040] Opening 'beach/480p.m3u8.tmp' for writing
[hls @ 000001ef12482040] Opening 'beach/480p_007.ts' for writing speed=19.4x
[hls @ 000001ef12482040] Opening 'beach/480p.m3u8.tmp' for writing
[hls @ 000001ef12482040] Opening 'beach/480p_008.ts' for writing speed=19.5x
[hls @ 000001ef12482040] Opening 'beach/480p.m3u8.tmp' for writing
[hls @ 000001ef12482040] Opening 'beach/480p_009.ts' for writing speed=19.5x
[hls @ 000001ef12482040] Opening 'beach/480p.m3u8.tmp' for writing
[hls @ 000001ef12482040] Opening 'beach/480p_010.ts' for writing speed=19.4x
[hls @ 000001ef12482040] Opening 'beach/480p.m3u8.tmp' for writing
[hls @ 000001ef12482040] Opening 'beach/480p_011.ts' for writing/A =19.4x
[hls @ 000001ef12482040] Opening 'beach/480p.m3u8.tmp' for writing
[out#0/hls @ 000001ef11d4e880] video:17094KiB audio:2680KiB subtitle:0KiB other streams:0KiB global headers:0KiB muxing overhead: unknown
frame= 4271 fps=485 q=-1.0 Lsize=N/A time=00:02:50.76 bitrate=N/A speed=19.4x
[libx264 @ 000001ef1288ec00] frame I:45 Avg QP:10.29 size: 60418
[libx264 @ 000001ef1288ec00] frame P:1914 Avg QP:14.53 size: 5582
[libx264 @ 000001ef1288ec00] frame B:2312 Avg QP:20.63 size: 1774
[libx264 @ 000001ef1288ec00] consecutive B-frames: 22.9% 11.9% 8.6% 56.6%
[libx264 @ 000001ef1288ec00] mb I I16..4: 15.6% 32.1% 52.2%
[libx264 @ 000001ef1288ec00] mb P I16..4: 0.3% 3.4% 1.2% P16..4: 20.3% 10.0% 13.1% 0.0% 0.0% skip:51.8%
[libx264 @ 000001ef1288ec00] mb B I16..4: 0.1% 0.9% 0.4% B16..8: 17.2% 5.6% 2.8% direct: 2.0% skip:71.0% L0:41.5% L1:44.1% BI:14.4%
[libx264 @ 000001ef1288ec00] final ratefactor: 16.13
[libx264 @ 000001ef1288ec00] 8x8 transform intra:58.4% inter:51.7%
[libx264 @ 000001ef1288ec00] coded y,uvDC,uvAC intra: 86.7% 94.3% 78.8% inter: 12.6% 15.0% 4.5%
[libx264 @ 000001ef1288ec00] i16 v,h,dc,p: 17% 42% 14% 28%
[libx264 @ 000001ef1288ec00] i8 v,h,dc,ddl,ddr,vr,hd,vl,hu: 23% 19% 11% 6% 7% 8% 8% 9% 9%
[libx264 @ 000001ef1288ec00] i4 v,h,dc,ddl,ddr,vr,hd,vl,hu: 23% 18% 12% 6% 9% 9% 8% 8% 7%
[libx264 @ 000001ef1288ec00] i8c dc,h,v,p: 44% 24% 20% 12%
[libx264 @ 000001ef1288ec00] Weighted P-Frames: Y:0.0% UV:0.0%
[libx264 @ 000001ef1288ec00] ref P L0: 78.3% 9.7% 8.8% 3.2%
[libx264 @ 000001ef1288ec00] ref B L0: 92.5% 6.0% 1.5%
[libx264 @ 000001ef1288ec00] ref B L1: 97.1% 2.9%
[libx264 @ 000001ef1288ec00] kb/s:819.63
[aac @ 000001ef128f7c80] Qavg: 452.137


When I use the
.on('start', (cmdline) => console.log(cmdline))}code with the-f hlscommand, the error "Output format hls is not available" appears, as previously mentioned. But my Console.log looks like this if I run my code without using-f hlscommand :

Without -f hls command


await new Promise<void>((resolve, reject) => {
 ffmpeg(filePath)
 .outputOptions([
 `-c:v h264`,
 `-b:v ${videoBitrate}`,
 `-c:a aac`,
 `-b:a ${audioBitrate}`,
 `-vf scale=${resolution}`,
 
 `-hls_time 10`,
 `-hls_list_size 0`,
 `-hls_segment_filename ${directoryPath}/${segmentFileName}`,
 ])
 .output(`${directoryPath}/${outputFileName}`)
 .on('start', (cmdline) => console.log(cmdline)) 
 .on("end", () => resolve())
 .on("error", (err) => reject(err))
 .run();
});
</void>

Console.log is :


`Starting script
File saved successfully: C:\Users\asifa\Desktop\Genius Grid\Transcode-service\input\c9fcf43726e617a295b203d5acb7b81658b5f05f80eafc74cee21b053422fef1.mp4
HLS conversion starting for 256x144
ffmpeg -i C:\Users\asifa\Desktop\Genius Grid\Transcode-service\input\c9fcf43726e617a295b203d5acb7b81658b5f05f80eafc74cee21b053422fef1.mp4 -y -c:v h264 -b:v 200k -c:a aac -b:a 64k -vf scale=256x144 -hls_time 10 -hls_list_size 0 -hls_segment_filename C:\Users\asifa\Desktop\Genius Grid\Transcode-service\output\hls\c9fcf43726e617a295b203d5acb7b81658b5f05f80eafc74cee21b053422fef1/c9fcf43726e617a295b203d5acb7b81658b5f05f80eafc74cee21b053422fef1_256x144_%03d.ts C:\Users\asifa\Desktop\Genius Grid\Transcode-service\output\hls\c9fcf43726e617a295b203d5acb7b81658b5f05f80eafc74cee21b053422fef1/c9fcf43726e617a295b203d5acb7b81658b5f05f80eafc74cee21b053422fef1_256x144.m3u8
Error transcoding with FFmpeg: Error: ffmpeg exited with code 2880417800: Unrecognized option 'hls_segment_filename C:\Users\asifa\Desktop\Genius Grid\Transcode-service\output\hls\c9fcf43726e617a295b203d5acb7b81658b5f05f80eafc74cee21b053422fef1/c9fcf43726e617a295b203d5acb7b81658b5f05f80eafc74cee21b053422fef1_256x144_%03d.ts'.
Error splitting the argument list: Option not found`


-
A Beginner’s Guide to Omnichannel Analytics
14 avril 2024, par ErinLinear customer journeys are as obsolete as dial-up internet and floppy disks. As a marketing manager, you know better than anyone that customers interact with your brand hundreds of times across dozens of channels before purchasing. That can make tracking them a nightmare unless you build an omnichannel analytics solution.
Alas, if only it were that simple.
Unfortunately, it’s not enough to collect data on your customers’ complex journeys just by buying an omnichannel platform. You need to generate actionable insights by using marketing attribution to tie channels to conversions.
This article will explain how to build a useful omnichannel analytics solution that lets you understand and improve the customer journey.
What is omnichannel analytics ?
Omnichannel analytics collects and analyses customer data from every touchpoint and device. The goal is to collect all this omnichannel data in one place, creating a single, real-time, unified view of your customer’s journey.
Unfortunately, most businesses haven’t achieved this yet. As Karen Lellouche Tordjman and Marco Bertini say :
“Despite all the buzz around the concept of omnichannel, most companies still view customer journeys as a linear sequence of standardised touchpoints within a given channel. But the future of customer engagement transforms touchpoints from nodes along a predefined distribution path to full-blown portals that can serve as points of sale or pathways to many other digital and virtual interactions. They link to chatbots, kiosks, robo-advisors, and other tools that customers — especially younger ones — want to engage with.”
However, doing so is more important than ever — especially when consumers have over 300 digital touchpoints, and the average number of touchpoints in the B2B buyer journey is 27.
Not only that, but customers expect personalised experiences across every platform — that’s the kind you can only create when you have access to omnichannel data.
What might omnichannel analytics look like in practice for an e-commerce store ?
An online store would integrate data from channels like its website, mobile app, social media accounts, Google Ads and customer service records. This would show how customers find its brand, how they use each channel to interact with it and which channels convert the most customers.
This would allow the e-commerce store to tailor marketing channels to customers’ needs. For instance, they could focus social media use on product discovery and customer support. Google Ads campaigns could target the best-converting products. While all this is happening, the store could also ensure every channel looks the same and delivers the same experience.
What are the benefits of omnichannel analytics ?
Why go to all the trouble of creating a comprehensive view of the customer’s experience ? Because you stand to gain some pretty significant benefits when implementing omnichannel analytics.
Understand the customer journey
You want to understand how your customers behave, right ? No other method will allow you to fully understand your customer journey the way omnichannel analytics does.
It doesn’t matter how customers engage with your brand — whether that’s your website, app, social media profiles or physical stores — omnichannel analytics capture every interaction.
With this 360-degree view of your customers, it’s easy to understand how they move between channels, where they encounter issues and what bottlenecks prevent them from converting.
Deliver better personalisation
We don’t have to tell you that personalisation matters. But do you know just how important it is ? Since 56% of customers will become repeat buyers after a personalised experience, delivering them as often as possible is critical.
Omnichannel analytics helps in your quest for personalisation by highlighting the individual preferences of customer segments. For example, e-commerce stores can use omnichannel analytics to understand how shoppers behave across different devices and tailor their offers accordingly.
Upgrade the customer experience
Omnichannel analytics gives you the insights to improve every aspect of the customer experience.
For starters, you can ensure a consistent brand experience across all your top channels by making sure they look and behave the same.
Then, you can use omnichannel insights to tailor each channel to your customers’ requirements. For example, most people interacting with your brand on social media may seek support. Knowing that you can create dedicated support accounts to assist users.
Improve marketing campaigns
Which marketing campaigns or traffic sources convert the most customers ? How can you improve these campaigns ? Omnichannel analytics has the answers.
When you implement omnichannel analytics you automatically track the performance of every marketing channel by attributing each conversion to one or more traffic sources. This lets you see whether Google Ads bring in more customers than your SEO efforts. Or whether social media ads are the most profitable acquisition channel.
Armed with this information, you can improve your marketing efforts — either by focusing on your profitable channels or rectifying problems that stop less profitable channels from converting.
What are the challenges of omnichannel analytics ?
There are three challenges when implementing an omnichannel analytics solution :
- Complex customer journeys : Customer journeys aren’t linear and can be incredibly difficult to track.
- Regulatory and privacy issues : When you start gathering customer data, you quickly come up against consumer privacy laws.
- No underlying goal : There has to be a reason to go to all this effort, but brands don’t always have goals in mind before they start.
You can’t do anything about the first challenge.
After all, your customer journey will almost never be linear. And isn’t the point of implementing an omnichannel solution to understand these complex journeys in the first place ? Once you set up omnichannel analytics, these journeys will be much easier to decipher.
As for the other two :
Using the right software that respects user privacy and complies with all major privacy laws will avoid regulatory issues. Take Matomo, for instance. Our software was designed with privacy in mind and is configured to follow the strictest privacy laws, such as GDPR.
Tying omnichannel analytics to marketing attribution will solve the final challenge by giving your omnichannel efforts a goal. When you tie omnichannel analytics to your marketing efforts, you aren’t just getting a 360-degree view of your customer journey for the sake of it. You are getting that view to improve your marketing efforts and increase sales.
Try Matomo for Free
Get the web insights you need, without compromising data accuracy.
How to set up an omnichannel analytics solution
Want to set up a seamless analytical environment that incorporates data from every possible source ? Follow these five steps :
Choose one or more analytics providers
You can use several tools to build an omnichannel analytics solution. These include web and app analytics tools, customer data platforms that centralise first-party data and business intelligence tools (typically used for visualisation).
Which tools you use will depend on your goals and your budget — the loftier your ambitions and the higher your budget, the more tools you can use.
Ideally, you should use as few tools as possible to capture your data. Most teams won’t need business intelligence platforms, for example. However, you may or may not need both an analytics platform and a customer data platform. Your decision will depend on how many channels your customers use and how well your analytics tool tracks everything.
If it can capture web and app usage while integrating with third-party platforms like your back-end e-commerce platform, then it’s probably enough.
Collect accurate data at every touchpoint
Your omnichannel analytics efforts hinge on the quantity and quality of data you can collect. You want to gather data from every touchpoint possible and store that data in as few places as possible. That’s why choosing as few tools as possible in the step above is so important.
So, where should you start ? Common data sources include :
- Your website
- Apps (iOS and Android)
- Social media profiles
- ERPs
- PoS systems
At the same time, make sure you’re tracking all relevant metrics. Revenue, customer engagement and conversion-focused metrics like conversion rate, dwell time, cart abandonment rate and churn rate are particularly important.
Set up marketing attribution
Setting up marketing attribution (also known as multi-touch attribution) is essential to tie omnichannel data to business goals. It’s the only way to know exactly how valuable each marketing channel is and where each customer comes from.
You’ll want to use multi-touch attribution, given you have data from across the customer journey.
Multi-touch attribution models can include (but are not limited to) :
- Linear : where each touchpoint is given equal weighting
- Time decay : where touchpoints are more valuable the nearer they are to conversion
- Position-based : where the first and last touch points are more valuable than all the others.
You don’t have to use just one of the models above, however. One of the benefits of using a web analytics tool like Matomo is that you can choose between different attribution models and compare them.
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Create reports that help you visualise data
Dashboards are your friend here. They’ll let you see KPIs at a glance, allowing you to keep track of day-to-day changes in your customer journey. Ideally, you’ll want a platform that lets you customise dashboard widgets so only relevant KPIs are shown.
Setting up standard and custom reports is also important. Custom reports allow you to choose metrics and dimensions that align with your goals. They will also allow you to present your data most meaningfully to your team, increasing the likelihood they act upon insights.
Analyse data and take action
Now that you have customer journey data at your fingertips, it’s time to analyse it. After all, there’s no point in implementing an omnichannel analytics solution if you aren’t going to take action.
If you’re unsure where to start, re-read the benefits we listed at the start of this article. You could use your omnichannel insights to improve your marketing campaigns by doubling down on the channels that bring in the best customers.
Or you could identify (and fix) bottlenecks in the customer journey so customers are less likely to fall out of your funnel between certain channels.
Just make sure you take action based on your data alone.
Make the most of omnichannel analytics with Matomo
A comprehensive web and app analytics platform is vital to any omnichannel analytics strategy.
But not just any solution will do. When privacy regulations impede an omnichannel analytics solution, you need a platform to capture accurate data without breaking privacy laws or your users’ trust.
That’s where Matomo comes in. Our privacy-friendly web analytics platform ensures accurate tracking of web traffic while keeping you compliant with even the strictest regulations. Moreover, our range of APIs and SDKs makes it easy to track interactions from all your digital products (website, apps, e-commerce back-ends, etc.) in one place.
Try Matomo for free for 21 days. No credit card required.
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21 day free trial. No credit card required.
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Clickstream Data : Definition, Use Cases, and More
15 avril 2024, par ErinGaining a deeper understanding of user behaviour — customers’ different paths, digital footprints, and engagement patterns — is crucial for providing a personalised experience and making informed marketing decisions.
In that sense, clickstream data, or a comprehensive record of a user’s online activities, is one of the most valuable sources of actionable insights into users’ behavioural patterns.
This article will cover everything marketing teams need to know about clickstream data, from the basic definition and examples to benefits, use cases, and best practices.
What is clickstream data ?
As a form of web analytics, clickstream data focuses on tracking and analysing a user’s online activity. These digital breadcrumbs offer insights into the websites the user has visited, the pages they viewed, how much time they spent on a page, and where they went next.
Your clickstream pipeline can be viewed as a “roadmap” that can help you recognise consistent patterns in how users navigate your website.
With that said, you won’t be able to learn much by analysing clickstream data collected from one user’s session. However, a proper analysis of large clickstream datasets can provide a wealth of information about consumers’ online behaviours and trends — which marketing teams can use to make informed decisions and optimise their digital marketing strategy.
Clickstream data collection can serve numerous purposes, but the main goal remains the same — gaining valuable insights into visitors’ behaviours and online activities to deliver a better user experience and improve conversion likelihood.
Depending on the specific events you’re tracking, clickstream data can reveal the following :
- How visitors reach your website
- The terms they type into the search engine
- The first page they land on
- The most popular pages and sections of your website
- The amount of time they spend on a page
- Which elements of the page they interact with, and in what sequence
- The click path they take
- When they convert, cancel, or abandon their cart
- Where the user goes once they leave your website
As you can tell, once you start collecting this type of data, you’ll learn quite a bit about the user’s online journey and the different ways they engage with your website — all without including any personal details about your visitors.
Types of clickstream data
While all clickstream data keeps a record of the interactions that occur while the user is navigating a website or a mobile application — or any other digital platform — it can be divided into two types :
- Aggregated (web traffic) data provides comprehensive insights into the total number of visits and user interactions on a digital platform — such as your website — within a given timeframe
- Unaggregated data is broken up into smaller segments, focusing on an individual user’s online behaviour and website interactions
One thing to remember is that to gain valuable insights into user behaviour and uncover sequential patterns, you need a powerful tool and access to full clickstream datasets. Matomo’s Event Tracking can provide a comprehensive view of user interactions on your website or mobile app — everything from clicking a button and completing a form to adding (or removing) products from their cart.
On that note, based on the specific events you’re tracking when a user visits your website, clickstream data can include :
- Web navigation data : referring URL, visited pages, click path, and exit page
- User interaction data : mouse movements, click rate, scroll depth, and button clicks
- Conversion data : form submissions, sign-ups, and transactions
- Temporal data : page load time, timestamps, and the date and time of day of the user’s last login
- Session data : duration, start, and end times and number of pages viewed per session
- Error data : 404 errors and network or server response issues
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Clickstream data benefits and use cases
Given the actionable insights that clickstream data collection provides, it can serve a wide range of use cases — from identifying behavioural patterns and trends and examining competitors’ performance to helping marketing teams map out customer journeys and improve ROI.
According to the global Clickstream Analytics Market Report 2024, some key applications of clickstream analytics include click-path optimisation, website and app optimisation, customer analysis, basket analysis, personalisation, and traffic analysis.
The behavioural patterns and user preferences revealed by clickstream analytics data can have many applications — we’ve outlined the prominent use cases below.
Customer journey mapping
Clickstream data allows you to analyse the e-commerce customer’s online journey and provides insights into how they navigate your website. With such a comprehensive view of their click path, it becomes easier to understand user behaviour at each stage — from initial awareness to conversion — identify the most effective touchpoints and fine-tune that journey to improve their conversion likelihood.
Identifying customer trends
Clickstream data analytics can also help you identify trends and behavioural patterns — the most common sequences and similarities in how users reached your website and interacted with it — especially when you can access data from many website visitors.
Think about it — there are many ways in which you can use these insights into the sequence of clicks and interactions and recurring patterns to your team’s advantage.
Here’s an example :
It can reveal that some pieces of content and CTAs are performing well in encouraging visitors to take action — which shows how you should optimise other pages and what you should strive to create in the future, too.
Preventing site abandonment
Cart abandonment remains a serious issue for online retailers :
According to a recent report, the global cart abandonment rate in the fourth quarter of 2023 was at 83%.
That means that roughly eight out of ten e-commerce customers will abandon their shopping carts — most commonly due to additional costs, slow website loading times and the requirement to create an account before purchasing.
In addition to cart abandonment predictions, clickstream data analytics can reveal the pages where most visitors tend to leave your website. These drop-off points are clear indicators that something’s not working as it should — and once you can pinpoint them, you’ll be able to address the issue and increase conversion likelihood.
Improving marketing campaign ROI
As previously mentioned, clickstream data analysis provides insights into the customer journey. Still, you may not realise that you can also use this data to keep track of your marketing effectiveness.
Global digital ad spending continues to grow — and is expected to reach $836 billion by 2026. It’s easy to see why relying on accurate data is crucial when deciding which marketing channels to invest in.
You want to ensure you’re allocating your digital marketing and advertising budget to the channels — be it SEO, pay-per-click (PPC) ads, or social media campaigns — that impact driving conversions.
When you combine clickstream e-commerce data with conversion rates, you’ll find the latter in Matomo’s goal reports and have a solid, data-driven foundation for making better marketing decisions.
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Delivering a better user experience (UX)
Clickstream data analysis allows you to identify specific “pain points” — areas of the website that are difficult to use and may cause customer frustration.
It’s clear how this would be beneficial to your business :
Once you’ve identified these pain points, you can make the necessary changes to your website’s layout and address any technical issues that users might face, improving usability and delivering a smoother experience to potential customers.
Collecting clickstream data : Tools and legal implications
Your team will need a powerful tool capable of handling clickstream analytics to reap the benefits we’ve discussed previously. But at the same time, you need to respect users’ online privacy throughout clickstream data collection.
Generally speaking, there are two ways to collect data about users’ online activity — web analytics tools and server log files.
Web analytics tools are the more commonly used solution. Specifically designed to collect and analyse website data, these tools rely on JavaScript tags that run in the browser, providing actionable insights about user behaviour. Server log files can be a gold mine of data, too — but that data is raw and unfiltered, making it much more challenging to interpret and analyse.
That brings us to one of the major clickstream challenges to keep in mind as you move forward — compliance.
While Google remains a dominant player in the web analytics market, there’s one area where Matomo has a significant advantage — user privacy.
Matomo operates according to privacy laws — including the General Data Protection Regulation (GDPR) and California Consumer Privacy Act (CCPA), making it an ethical alternative to Google Analytics.
It should go without saying, but compliance with data privacy laws — the most talked-about one being the GDPR framework introduced by the EU — isn’t something you can afford to overlook.
The GDPR was first implemented in the EU in 2018. Since then, several fines have been issued for non-compliance — including the record fine of €1.2 billion that Meta Platforms, Inc. received in 2023 for transferring personal data of EU-based users to the US.
Clickstream analytics data best practices
As valuable as it might be, processing large amounts of clickstream analytics data can be a complex — and, at times, overwhelming — process.
Here are some best practices to keep in mind when it comes to clickstream analysis :
Define your goals
It’s essential to take the time to define your goals and objectives.
Once you have a clear idea of what you want to learn from a given clickstream dataset and the outcomes you hope to see, it’ll be easier to narrow down your scope — rather than trying to tackle everything at once — before moving further down the clickstream pipeline.
Here are a few examples of goals and objectives you can set for clickstream analysis :
- Understanding and predicting users’ behavioural patterns
- Optimising marketing campaigns and ROI
- Attributing conversions to specific marketing touchpoints and channels
Analyse your data
Collecting clickstream analytics data is only part of the equation ; what you do with raw data and how you analyse it matters. You can have the most comprehensive dataset at your disposal — but it’ll be practically worthless if you don’t have the skill set to analyse and interpret it.
In short, this is the stage of your clickstream pipeline where you uncover common sequences and consistent patterns in user behaviour.
Clickstream data analytics can extract actionable insights from large datasets using various approaches, models, and techniques.
Here are a few examples :
- If you’re working with clickstream e-commerce data, you should perform funnel or conversion analyses to track conversion rates as users move through your sales funnel.
- If you want to group and analyse users based on shared characteristics, you can use Matomo for cohort analysis.
- If your goal is to predict future trends and outcomes — conversion and cart abandonment prediction, for example — based on available data, prioritise predictive analytics.
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Organise and visualise your data
As you reach the end of your clickstream pipeline, you need to start thinking about how you will present and communicate your data. And what better way to do that than to transform that data into easy-to-understand visualisations ?
Here are a few examples of easily digestible formats that facilitate quick decision-making :
- User journey maps, which illustrate the exact sequence of interactions and user flow through your website
- Heatmaps, which serve as graphical — and typically colour-coded — representations of a website visitor’s activity
- Funnel analysis, which are broader at the top but get increasingly narrower towards the bottom as users flow through and drop off at different stages of the pipeline
Collect clickstream data with Matomo
Clickstream data is hard to beat when tracking the website visitor’s journey — from first to last interaction — and understanding user behaviour. By providing real-time insights, your clickstream pipeline can help you see the big picture, stay ahead of the curve and make informed decisions about your marketing efforts.
Matomo accurate data and compliance with GDPR and other data privacy regulations — it’s an all-in-one, ethical platform that can meet all your web analytics needs. That’s why over 1 million websites use Matomo for their web analytics.
Try Matomo free for 21 days. No credit card required.
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