Collate clickstream data
Clickstream data is the recorded information about every single interaction a user has with your website. This data is collected when users complete a tracked action, however it is sent to Google Analytics and displayed in broad terms. If you want to take a more granular look at this clickstream data, you need to define the clicks that will be important to you.
You can track clicks using both a GTM tag and an HTML tag. The latter attaches click handles to the elements of your site you want to track, passing this collected data to a dataLayer. From the dataLayer, you can use GTM to fire custom events, including passing it on to GA to be included in reports.
Why is this valuable? Well, it will help you redefine priorities on your website. You may think that most clicks in a certain section come from one element, however the clickstream data could provide you with the alternative routes users take to engage with aspects of you site, and therefore your business.
For example, if you run an ecommerce store with 100 product pages, looking at individual click interactions won’t necessarily give you valuable data because the information is distributed so widely. However, collating all product page data into a single set can show that certain on-page features have more influence over your customer shopping journey than you might have thought.
Testing and QA
For a lot of enterprises, staging and production servers offer a chance to practice certain elements before they go live. If your website utilises different development workflows, you can outline every environment your developers use with a specific container tag attached to each one. This then allows you to push whichever container you are working on to the correct environment for testing.
This benefits your backend team greatly, as it means they can all work simultaneously without disrupting each other’s work and breaking existing tags. This means testing and quality assurance can be completed far quicker, allowing updates to your website to be made more conveniently, thereby saving time and money!