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Checklist: Advanced implementation for Optimizely Web

  • Implement a more advanced setup for Optimizely Web
  • Configure your Optimizely settings

Unlike basic implementation, an advanced setup in Optimizely can vary widely depending on what a team needs. You may want to set up key integrations to send Optimizely data to the analytics tools you use, build custom event goals to better capture important visitor actions, or enrich the data that you use to build audiences and analyze results.

This checklist walks you through a list of options for a more advanced implementation.

Depending on the size and maturity of your testing team, you may not want to set up all the advanced options at once. The top of the list prioritizes the options that most teams add first. Further down, you'll see functionality that helps more mature programs (where the practice of experimentation is deeply integrated with the business) run more sophisticated experiments.

Many of these options require a developer to implement.




Do you want to create experiments and retrieve results programmatically instead of using the Optimizely dashboard? Do you need to pull Optimizely data into your workflow or extend Optimizely functionality?

The Optimizely REST API lets you access and manage your Optimizely projects and results using code, integrate Optimizely into your workflows, and customize features.


Will you need to customize how Optimizely behaves on web pages?

For example: target activation based on page content; force visitors into specific variations

Use the JavaScript API to modify the default behavior of the Optimizely snippet to target activation based on page content or events, query the state of activation, bucketing, or conversion for use in custom analytics packages, and force visitors into certain variations.

Enable Support for Dynamic Websites to Use Optimizely with a single page application (SPA).

See the Reference section for complete capability details.


Are you using Optimizely Web Personalization? Do you want to take action based on your customers' browsing behavior?

Use Customer Behavior Data Services to access customer browsing behavior (which is encoded by event objects) and write behavioral queries that describe how a single customer's events can be converted into a meaningful value.


Do you want to track offline conversions?

For example: include support calls tracked by call center software; connect Salesforce data to your experiments to measure the number of valuable leads

Use the Events API to integrate your offline systems with Optimizely and send impression or conversion event data to Optimizely's logging servers from anywhere.

Currently in Beta. Reach out to for early access.


Would you like to access your event data programmatically?

Data Export supports a full export of all Optimizely event data and lets you access experiment data with your own data warehouse.

Currently available to customers on the Scale plan; contact your Customer Success Manager or email to request access.


Do you want to build a custom integration with Optimizely?

For example: integrate with analytics solutions; data management platforms; content management systems; e-commerce platforms; conversion tracking solutions

Optimizely integrates with more than 30 Technology Partners, and many of these integrations are built entirely using public Optimizely APIs.

Check out the Integrations Developer Guide for common use cases and all the developer resources you need to build an integration.

Document changes to your setup in an implementation document and link it to your testing charter, so it can serve the source of truth on the Optimizely setup for your organization.

If you're wondering how best to optimize performance for client-side experimentation, check out our whitepaper.