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Integrations in Optimizely X Full Stack

If you're looking for Optimizely X Web integrations, check this article out instead.

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relevant products:
  • Optimizely X Full Stack
  • Optimizely X Mobile
  • Optimizely X OTT

This article will help you:
  • Implement custom analytics, audiences, and events integrations for Optimizely X Full Stack, Mobile, and OTT

For Optimizely X Full Stack, Mobile, and OTT, there are no out-of-the-box integrations: our developer SDKs make no assumptions about the environment in which they are running. However, you can create custom integrations based on what you want to accomplish, whether it's targeting content, measuring results, or enhancing visitors' experiences.

Read on to learn how to implement custom analytics, audiences, and events integrations.


Analytics integrations let you filter your third-party data by Optimizely experiment and variation. This allows you to measure Optimizely experiment performance based on events that are tracked by the third party. Analytics integrations also let you create custom third-party reports that include only visitors who saw a particular experiment.

If you already implemented an integration but are questioning the data, or you want to know what third-party data Optimizely will support, please read our article about data discrepancies in third-party data

Analytics integrations are conceptually simple, but there are some important considerations in setting up your integration. When a visitor activates an experiment, you need to notify your third-party analytics service which experiment and variation the visitor saw.

Generally, each third-party analytics platform has its own event format for this notification. For example, Segment's Experiment Viewed event has expected properties that contain your experiment and variation. With Google Analytics, you can use a non-interaction event with a custom dimension that contains your experiment and variation. Check your third-party analytics platform's documentation to confirm how they expect you to send this information.

For Optimizely X Full Stack, you will need to notify your third-party analytics platform when a visitor sees an experiment, which is when you use activate(), the activate function. Development teams can create a wrapper that sends this notification after using our activate() function. For Optimizely X Mobile SDKs (and our Java SDK) we offer notification listeners you can use to bind this functionality to our client’s activate() function.

Our developer documentation includes examples of how to integrate Optimizely X Mobile with common analytics platforms.


An audiences integration will help you target your Optimizely experiments to segments of visitors as identified by a third-party data management platform (DMP) like Adobe Audience Manager. In Optimizely, you can target your experiment to visitors who have certain values for attributes you have set up in your project. Make sure to add any audience attributes you wish to target  to your Optimizely project before passing them to Optimizely in your code.

After you create the attributes within Optimizely, you can pass your DMP's attributes to our activate(), track(), and variable getter method under the attributes argument. We don’t yet offer integrations to handle this audience targeting automatically.


You may have events set up in a third-party analytics platform that you wish to track within Optimizely experiments. Some third parties (like Segment) offer an integration to send these events to Optimizely. You must add any events you wish to track into your project in Optimizely. Send events to Optimizely using our track() function.