Integrations

Adobe Analytics

eVars and the s.t() call

Integrate Adobe Analytics with Optimizely Web Experimentation using eVars, the s.t() call, or a list variable, then analyze results in Analysis Workspace.

Amplitude

Built-in integration or JSON plugin

Integrate Amplitude with Optimizely Web Experimentation using the built-in integration or a custom JSON plugin, plus user properties and Audience Sync.

Amplitude

Mirror Amplitude events as custom events

Mirror Amplitude events into Optimizely Web Experimentation as custom events, either at the call site or with an Amplitude Browser SDK enrichment plugin.

Google Analytics

Fixing data discrepancies

Fix Google Analytics data discrepancies with Optimizely by aligning how each tool tracks experiment events, so your numbers reconcile across both platforms.

Google Analytics 4

Built-in integration or GTM

Track Web Experimentation client-side experiments in Google Analytics 4 with built-in integration or GTM

Google Analytics 4

GA4 conversions as metrics

Send Google Analytics 4 events to Optimizely Web Experimentation using GTM or a direct integration, turning your GA4 conversions into experiment metrics.

Google Analytics Universal

Universal Analytics events as metrics

Forward Google Analytics Universal Analytics events into Optimizely Web Experimentation as metrics, without re-instrumenting your key events for each tool.

Heap

Autocapture with variation properties

Integrate Heap with Optimizely Web Experimentation via autocapture or a custom JSON plugin, then segment funnels and retention by experiment variation.

Mixpanel

Super properties per variation

Integrate Mixpanel with Optimizely Web Experimentation using the built-in integration or a custom JSON plugin, plus super properties and Cohort Sync via ODP.

Integrate Pendo with Optimizely Web Experimentation using a custom analytics integration and track_layer_decision to segment funnels and guides by variation.

PostHog

Person properties per decision

Integrate PostHog with Optimizely Web Experimentation using a custom analytics integration and track_layer_decision to break down funnels by variation.

Integrate Contentsquare with Optimizely Web Experimentation using Dynamic Variables and track_layer_decision to segment heatmaps and replays by variation.

Segment Crazy Egg heatmaps, scrollmaps and recordings by Optimizely Web Experimentation variation so a losing variation can be explained rather than only measured.

Integrate FullStory with Optimizely Web Experimentation via native integration or a custom JSON plugin on the V2 Browser API to replay sessions by variation.

Hotjar

Filter recordings by variation

Integrate Hotjar with Optimizely Web Experimentation to filter session recordings, heatmaps, and surveys by variation via the native or custom integration.

Integrate Microsoft Clarity with Optimizely Web Experimentation using custom tags and track_layer_decision to filter heatmaps and recordings by variation.

Google Tag Manager

dataLayer pushes per decision

Integrate Google Tag Manager with Optimizely Web Experimentation via custom analytics integration and track_layer_decision to segment GA4 reports by variation.

mParticle

Two-way event forwarding

Integrate mParticle with Optimizely Web Experimentation for two-way event forwarding, user ID mapping, and revenue conversion in a custom integration.

Segment

Bidirectional flow via custom integration

Integrate Segment with Optimizely Web Experimentation using a Custom Analytics Integration for bidirectional data flow via the track_layer_decision callback.

Tealium

Universal Data Object mapping

Integrate Tealium with Optimizely Web Experimentation using a custom analytics integration and track_layer_decision to push each decision into the data layer.

Sync Optimizely Web Experimentation decision and conversion events to Snowflake, BigQuery, or Redshift with Fivetran for warehouse analysis and attribution.

Adobe Commerce

Full-page cache and Knockout rendering

Run Optimizely Web Experimentation on Adobe Commerce (Magento): full-page cache and Knockout rendering, and forwarding Adobe Client Data Layer events as Optimizely custom events.

Contentful

Headless front ends and flicker

Test Contentful-driven pages with Optimizely Web Experimentation: where the snippet goes on a headless front end, why client-side variations race the delivery API, and how to model variation content in Contentful.

Shopify

Flicker-free snippet and Web Pixels

Install Optimizely Web Experimentation on Shopify without flicker, and forward Web Pixels API events — checkout, cart and search — into Optimizely as custom events.

Sitecore

Migrating off XP personalisation

Move testing off Sitecore XP personalisation onto Optimizely Web Experimentation: what maps across, what does not, and how to reconcile Sitecore goals with Optimizely custom events.

Webflow

Custom code and the publish gap

Add the Optimizely Web Experimentation snippet to a Webflow site, handle the staging-to-production publish gap, and forward Webflow form submissions as Optimizely custom events.

WordPress

Theme snippet and WooCommerce events

Place the Optimizely Web Experimentation snippet correctly in a WordPress theme, and forward WooCommerce and WPForms dataLayer events into Optimizely as custom events.

Adobe Marketo Engage

Munchkin form callbacks

Forward Marketo Engage form submissions into Optimizely Web Experimentation as custom events using Munchkin form callbacks, and push the variation back to Marketo as a lead field.

HubSpot

Behavioral events as conversions

Decide between HubSpot A/B testing and Optimizely Web Experimentation, forward HubSpot custom behavioral events as Optimizely conversions, and write the variation back onto the contact.

Forward Klaviyo onsite track events into Optimizely Web Experimentation as custom events, keep the event budget under control, and write the variation onto the Klaviyo profile.

Integrate Optimizely Web with OneTrust cookie consent: load Optimizely only after consent and auto-reload the page so experiments respect visitor choices.

Build a custom Optimizely Web Experimentation analytics integration from scratch with JSON config, the track_layer_decision callback, and State and Utils APIs.