Difference between events and metrics

  • Updated
  • Optimizely Web Experimentation
  • Optimizely Web Personalization
  • Optimizely Performance Edge
  • Optimizely Feature Experimentation
  • Optimizely Full Stack (Legacy)

Both events and metrics relate to tracking visitor actions and determining which variations are winning or losing, with some important distinctions. Use events like clicks, pageviews, form submissions, and purchases to track visitor actions.

For Optimizely Web Experimentation, events live on pages, reusable URL templates that let you choose where campaigns and experiments run. A pageview event is automatically created each time you create a page, but you can also create click and custom events. Events are always on, and you can track them in any experiment—not just the experiment where you create them—so they help you get experiments and campaigns up and running quickly.


In Optimizely Web Experimentation, Optimizely Performance Edge, and Optimizely Web Personalization, events are listed under Implementation > Events.

In Optimizely Feature Experimentation and Optimizely Full Stack (Legacy), events are listed on the Events page.

Events are shared across Optimizely Web Experimentation and Optimizely Feature Experimentation. 


After you add events to a campaign or experiment, they become metrics. Metrics help you measure differences in visitor behavior based on changes you make to your site in experiment variations or personalized experiences. The event you choose as your primary metric determines which variations are winning and losing.

 To find metrics for individual experiments, select an experiment or campaign > Metrics.

To see events from all your Web Experimentation and Feature Experimentation projects, click All projects.

Create events