Skip to main content


Optimizely Knowledge Base

Prepare Optimizely X Web for your site

This article will help you:
  • Set up pages, tags, and events in Optimizely X Web
  • Implement Optimizely X Web to build behaviorally targeted audiences
  • Passively collect baseline analytics for your site before you run your first experiment

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 and always on. Set them up when you first start using Optimizely X so you can passively collect baseline data, even before you run your first test. When you're ready run experiment or campaigns, your pre-built components will help you set them up quickly.


Set up pages, tags, and events in the Implementation dashboard. For in-depth information about implementing Optimizely X on your site, try our Optimizely Academy course, Implement Optimizely X.

1. Add Pages

Pages are URL templates that let you choose where campaigns and experiments run. They're reusable URL patterns that are always on. You'll use them to tell Optimizely where to deliver experiments, personalized experiences, and recommendations on your site.

What URLs will you use to run experiments and campaigns on your site: your homepage, all product detail pages, a checkout flow? Add pages based on the URL (or pattern of URLs) where you want to test or personalize an experience. Learn to set up a page.

Here's a quick walkthrough:


By default, experiments and campaigns activate immediately after the snippet loads. Sometimes, you may need to set experiments to activate based on the presence of an element on the page, an event, or your custom code. This can be especially helpful if you're using Angular, Backbone, Ember, or Knockout. Here's how set up pages that activate conditionally.

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

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


Above, we use Simple Match to create a product detail page for the 5 Panel Camp Cap. To target all product pages, we'd enter the broader URL ( with Substring Match instead.

3. Add Tags

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.

If you're using Optimizely X Web Personalization, tags and events provide data-rich picture of your visitors’ behavior. Use them together to create behaviorally targeted audiences. Add tags to collect the data that Optimizely uses to render recommendations. Learn to set up a tag.

Here's how to tag a Price element:


4. Add Audiences

Audiences are groups of visitors to whom you'll show an experiment or personalized experience. Do you know which visitor segments are important to your business? Set them up as audiences so you can target them or see how they perform in your results, compared to all visitors. Here's how to set up an audience.

In Personalization, you can also use pages, tags, and audiences together to create a 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.

Once you've prepared Optimizely X for your site, check out our Optimizely X Web Experimentation and Personalization resource pages for next steps.