Behavioural analytics platforms gather information about the behaviour of users on the site. It gathers data such as which pages have been viewed and which areas of the site have been interacted with. These tools are commonly used to help optimise traffic by helping understand the typical journeys customers take when on site but also where the traffic has come from, the location of the users and the types of technology being used to access the site. The platforms work by sending tags embedded in the page from the user's browser to the cloud platform where the data is gathered, aggregated and can be reported on.