Analytics integrations

  • Updated

This topic describes how to:

  • Enable integrations to pass Optimizely Web Experimentation's experiment data to your analytics platform
  • Compare data between Optimizely Web Experimentation and analytics platforms like (Google Analytics Classic, Google Universal Analytics, Clicktale, and Adobe Analytics)
  • Use other custom analytics integrations

Analytics integrations let you track Optimizely Web Experimentation experiments in an external analytics tool. With the flip of a switch, Optimizely Web Experimentation can append experiment data to analytics tracking code, so you can see the impact of your experiments in your analytics tool.

By default, all of your project’s integrations are turned off. See Integrations in Optimizely Web Experimentation and Optimizely Feature Experimentation to enable an integration.

When you enable an integration, you let Optimizely Web Experimentation send data to the integrated platform. Depending on the integrated platform's specific capabilities, analytics integrations let you:

  • Get a direct view of how Optimizely Web Experimentation experiments affect the metrics you track in your analytics platform, like visit duration and bounce rate

  • See analytics data and record visitor actions for each variation in your experiment (or experience in a campaign)

  • Filter your analytics reporting by visitors who were successfully included in an Optimizely Web Experimentation experiment (and exclude visitors who weren't included)

  • Create custom reports based on Optimizely Web Experimentation events

Comparing data between Optimizely Web Experimentation and your analytics platform

Optimizely Web Experimentation and your analytics platform capture information differently. Optimizely Web Experimentation and common analytics platforms are each optimized to provide different pieces of information. As a result, you may see discrepancies in your data between the two platforms, even if they’re integrated.

For instance, if you’re tracking clicks on a “View Now” button and the same unique visitor clicks it 10 times, Optimizely Web Experimentation will only count that as one conversion. The reason Optimizely Web Experimentation counts visitors this way is because it analyzes data from the perspective of a unique visitor’s behavior. Your analytics platform, on the other hand, may count that as 10 conversions. This is because Optimizely Web Experimentation and your analytics platform need to dissect data differently for their respective purposes.

Integrating Optimizely Web Experimentation with your analytics platform will help you view your experiment data within the context of the analytics you already collect. This will give you a much greater insight into whether the numbers are trending in the same direction.

If you don't see your variation names in your analytics reporting, this may be because of your privacy settings. Disabling the Mask descriptive names setting will allow Optimizely Web Experimentation to pass variation names to your analytics platform, though it will also make your variation names available in your source code.

Available analytics integrations for Optimizely Web Experimentation

Available integrations vary by plan type. For details about available integrations built by Optimizely Web Experimentation and by our Technology Partners, see Integrations in Optimizely Web Experimentation and Optimizely Feature Experimentation.

Another analytics platform of your choice

If you want to integrate Optimizely Web Experimentation with another analytics platform or an in-house database, see our analytics developer documentation.