Skip to main content

Hey, Optimizely X users! Don't waste time looking for resources about Optimizely X Web Experimentation. We've got them for you here

Optimizely Knowledge Base

Integrating Optimizely with Tealium AudienceStream

This article will help you:
  • Enable Tealium AudienceStream in Optimizely
  • Connect your Optimizely account with AudienceStream

Tealium AudienceStream enables marketers to discover audiences, enrich visitor profiles and stitch together customer interactions across digital touch points. Using both AudienceStream and Optimizely, you can leverage the audiences created in AudienceStream and build targeted experiments in Optimizely.


Are you looking for implementation instructions for Tealium iQ (Tag Manager)? Check out our article on tag manager implementation.

Option 1: Enable Tealium AudienceStream in Optimizely

Go to the Integrations tab on the Home page and toggle the button to On in the right sidebar.

You will be prompted to enter your Tealium Account ID which you can find by logging into Tealium and looking for your account ID in the dropdown on the upper right.


Make sure that the Tealium IQ utag is installed on the page for this integration to work.

Within Tealium IQ, make sure that the Tealium Collect tag is added with the correct settings:

  • Server: Contact your Tealium account manager for your Tealium Collect server location
  • Data enrichment: frequent

Turning this integration on will allow Optimizely to access the audiences you have defined in your Tealium account.

Add a Tealium audience as an Optimizely Audience condition

To create an Optimizely Audience condition based on a Tealium audience, navigate to the Audiences tab on the Home page. Then you’ll need to add a new Audience (or add a Tealium condition to an existing audience) using the following steps:

  1. Go to the Overview > Audiences tab and click New Audience.

  1. Under Possible Conditions, click Tealium.
  2. Drag one of the available Tealium Audiences into the Create new audience modal and select a value from the pre-populated drop-down.

 In this example, we created an audience with the following conditions:

You can now begin using this audience to target your experiments. 

Connect Your Optimizely Account with AudienceStream

In addition to using the Optimizely Create new audience modal to reference Tealium audiences, you can also set up AudienceStream for Optimizely. For this, you'll need the latest version of Tealium Tools from the Chrome Web Store. This extension for Google Chrome provides a variety of helpful tools to complement your Tealium implementation, including the Optimizely Helper.

  1. Once you have Tealium Tools installed, provide Tealium Tools with an API Token as well as your Project ID from Optimizely.
    1. To get your API token: In Optimizely, go to Account Settings and click View Tokens under the API Tokens section. Create a new API Token and copy the new token to your clipboard.

    2. To add API token to Tealium: Open Tealium Tools by clicking on the button in the top-right corner of Google Chrome and select the Optimizely Helper.

      Paste the API Token into the appropriate field.

    3. To find your Project ID: In Optimizely, navigate to the project in which you’d like to map AudienceStream audiences and copy the Project ID to your clipboard. The Project ID is available in the Settings tab of the Home page.

    4. To add Project ID to Tealium: Re-open the Optimizely Helper and paste the Project ID into the appropriate field.

  2. Enter the name of your Tealium account and profile you would like to associate with this Optimizely project.
  3. Click Import Audience Data.

  4. The Optimizely Helper now contains a list of your AudienceStream audiences and badges that you can map to new or existing audiences in Optimizely.
Map Audiences to an Optimizely Project
  1. In the Optimizely Helper, select the audience or badge you wish to add to Optimizely.
  2. Under the Optimizely Audience drop-down menu, you may select an existing Optimizely audience or you can create a new one.

  3. Click Save Audience to confirm. You may create additional audience mappings by repeating the above steps.
  4. Once you have completed the desired mappings, click Generate Code Snippet inside of the Optimizely Helper. This will provide the code to add to utag.sync.js.

Create Audience-based Experiments

Your project’s experiments now have the mapped AudienceStream audiences available for targeting. To select a new target audience:

  1. Create a new experiment or edit an existing experiment and select the Audiences () button.
  2. Click Add a Saved Audience and select the desired AudienceStream audience to target.
  3. Save your experiment.