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Optimizely Knowledge Base

Set up pages, events, tags, and audiences

This article will help you:
  • Set up pages, tags, and events in Optimizely X Web
  • Implement Optimizely X to build behaviorally targeted audiences 

In Optimizely X Web Personalization, you'll create campaigns using pages, events, tags, and audiences. Together, these features will help you create and test experiences with live visitors, or deliver targeted messaging based on behaviors, in real time.

You can create a page, event, tag, or audience in time as you're building a campaign. But it's a good idea to fully instrument your site for Web Personalization by setting these pieces up first. They're reusable, so you'll be able to add them easily to get new campaigns up and running.

This article walks through how to set up pages, events, and tags to build a behaviorally targeted audience. Once you're done, you can start building campaigns.

1. Add Pages

Pages are the “where” of Personalization. They’re the sections of your site where you want to track behavior and make changes. Add pages based on the URL (or pattern of URLs) where you want to test or personalize an experience.

  1. Click New Page.

  2. Select your page category from the drop-down menu: Home, Checkout, Article, etc. 

    Categories allow you to identify the type of page so Optimizely X can use this information to recommend audiences to you.

  3. Next, select the Page Type from the dropdown.

    single URL targets a single page where you want to change the experience (like your homepage)
    pattern of URLs targets a set of URLs that share the same template (like all the product detail pages on an e-commerce site)
    global URL targets all URLs with the snippet to change elements that appear across pages (such as a navigation menu)

  4. Then, use URL Match Types to identify the URL.

  5. Finally, select the Activation Mode from the dropdown. Learn more about activation modes.

    If the page can't be identified by a unique URL, select Manual Activation. This generates code that you'll place on your site. For more information on how you or your developer would implement this code, see our developer docs for more info.

  6. Hit Save Page

Here's how you'd set up a Product Detail page for a single URL:

In the example above, we created a Product Detail Page for a specific product ( with a Simple Match. To target all product pages, you'd enter the broader URL ( with a Substring Match instead. Learn more about targeting with our URL Match Types article.

Once you hit Save Page, you'll see it appear under the Pages tab. Open it to set up events and tags on the page.

2. Add Events

You can think of events as the “verbs” of Optimizely X. They track the actions that people take on your site, such as clicks, pageviews, form submissions, and purchases.

There are three kinds of behavior you can track:

  • Click Events capture visitor clicks on elements like buttons or offers. You create them on a page, and they inherit the URL targeting from that page.

  • Pageview Events are tracked automatically for each page that you set up.

  • Custom Events capture additional information using custom code. You can use them to track behaviors like watching a video, submitting a form, or other actions that aren’t always reflected in clicks.

Click Event: Here's how you'd set up an "Added to cart" click event in the Editor.

Pageview Events: Pageview events are added automatically for each page you create; no action is required from you. They can be viewed under the Events tab.

Custom Events: To capture an event other than a click or pageview (for example, viewing a video or browsing image 6 in photo carousel), you'll need to set up a custom event.

  1. Go to the Events tab and click New Custom Event.

  2. Categorize your new custom event. This will populate the API Call with the proper eventName, which you'll add to your site.

  3. Add the generated API call to your site. For more information on how you or your developer would implement this, see our developer documentation.

3. Add Tags

If events are the “verbs” of Personalization, then tags are the “adjectives.” If events are “verbs” such as clicks and pageviews, then tags are “adjectives." They describe parts of a page that visitors engage with, such as the type of product and what it costs. Together, tags and events provide data-rich picture of your visitors’ behavior.

  1. In the Editor, click an element and select Add a tag.

  2. Choose a Category for your tag from the drop-down menu. Then, click Save.

Here's how you'd tag a Price element:

And here's how you'd set up a Subcategory Tag:

4. Add Audiences

Audiences are groups of visitors to whom you’d like to deliver a targeted experience. Now that you've set up pages, events, and tags, you can target audiences based on their behaviors.

For example, let's say we want to target "Luxury Travelers" who purchased bags over $200 in the last 30 days. Since we set up a Product Detail page, an Added to Cart event, and Price and Subcategory tags in the sections above, we can now target this behavior by creating an audience.

  1. Navigate to the Audiences sidebar.

  2. Click New Audience.

  3. Name the Audience "Luxury Travelers." 

    Under Visitor Behaviors in Audience conditions, select the "Added to Cart" condition.

    Then, add filters based on the Price and Subcategory tags.

  4. Click Save Audience.

Great job! You've successfully set up pages, tags, and events in the Implementation tab and created a behaviorally targeted Audience.