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Optimizely Knowledge Base

Instrument your site for Optimizely X Web

relevant products:
  • Optimizely X Web Experimentation
  • Optimizely X Web Personalization
  • Optimizely X Web Recommendations

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, you'll create experiments and campaigns using pages, events, tags, and audiences. Together, these features will help you create, target, and measure the impact of experiences that you deliver to your visitors.

They're reusable, so you can set them up and use them to quickly build and run experiments and campaigns.

You can create any of these components in-time as you're building experiments and campaigns. But it's a good idea to instrument your site beforehand so you can test and personalize at speed.

Navigate to the Implementation dashboard to set up pages, events, and tags.

1. Add Pages

Learn to set up a page.

Pages are the “where” of Optimizely X. They’re the sections of your site where you want to track behavior and make changes. You can set them up individually per campaign or experiment, but we recommend that you also create pages as templates to reuse across campaigns.

Add pages based on the URL (or pattern of URLs) where you want to test or personalize an experience. Learn more about targeting with our URL Match Types article.

Here's a quick video walkthrough.

2. Add Events

Learn to set up a click, pageview, or custom event.

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.

Here's a quick video walkthrough of setting up an event. 

Above, we use Simple Match to create a product detail page for the Dawson Trolley. To target all product pages, we'd enter the broader URL ( with Substring Match instead.

3. Add Tags

Learn to set up a tag.

If events are “verbs” such as clicks and pageviews, then tags are “adjectives." They describe key 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. In Personalization, you'll use them together to create behaviorally targeted audiences. add tags to collect the data that Optimizely uses to render recommendations.

Here's how to tag a Price element:

And here's how to set up a Subcategory Tag:

4. Add Audiences

Learn to set up an audience.

Audiences are groups of visitors to whom you’d like to target a variation or experience.

In Personalization, you can create behaviorally targeted audiences. For example, you can target a "Luxury Traveler" audience for visitors who purchased bags over $200 in the last 30 days, using the page, events, and tags above.

See pages, tags, and audiences are used together to create a behaviorally targeted audience in Personalization.

Related articles

Once you've instrumented your site, start building campaigns and experiments: