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

Set up the Optimizely GA4 integration to track Web Experimentation client-side experiments in Google Analytics 4, using the 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.

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

PostHog vs Optimizely for developers: compare event tracking and funnel analysis, then integrate PostHog with Optimizely Web Experimentation.

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

Set up the Optimizely Hotjar integration to filter session recordings, heatmaps, and surveys by variation, using 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): surviving full-page cache, and forwarding Client Data Layer events as conversions.

Contentful

Headless front ends and flicker

Run Optimizely Web Experimentation on a Contentful site: where the snippet goes on a headless front end, and why variations race the delivery API.

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 the goals.

Webflow

Custom code and the publish gap

Add the Optimizely Webflow integration to a Webflow site, handle the staging-to-production publish gap, and forward form submissions as 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 Adobe Marketo Engage form submissions into Optimizely Web Experimentation with Munchkin callbacks, and push the variation back as a lead field.

HubSpot

Behavioral events as conversions

Choose between HubSpot A/B testing and Optimizely Web Experimentation, forward HubSpot behavioral events as conversions, and write the variation to the contact.

Forward Klaviyo onsite track events into Optimizely Web Experimentation as custom events, keep the event budget down, and write the variation to the 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.

Install Optimizely Web Experimentation in Squarespace header code injection, and forward Squarespace form and order confirmations as Optimizely custom events.

Install Optimizely Web Experimentation on a Vercel site without flicker, keep the edge cache from sharing one variation, and forward conversions as custom events.