These tools are used to capture data from your website or app. These tools capture page views, clicks, marketing attribution information, and much more. These tools can also be used in place of google tag manager – which can drastically speed up your website’s loading time. You get speed back because the data gets pulled once by the data capture tool and then distributed to multiple downstream tools/systems. Some examples of downstream tools would be: hotjar, luckyorange, hubspot, google ads, google analytics, optimizely,klaviyo,mailchimp, and many more.