Prepare Optimizely Web Experimentation for your site

  • Updated
  • Optimizely Web Experimentation
  • Optimizely Web Personalization

With Optimizely Web Experimentation, you create experiments and campaigns using pages, events, tags, and audiences. These features help you create, target, and measure the impact of experiences that you deliver to your visitors.

They are reusable and always on. Set them up when you first start using Optimizely Web Experimentation so you can passively collect baseline data, even before you run your first test. When you are ready to run experiments or campaigns, your pre-built components help you set them up quickly.


Set up pages, tags, and events in the Implementation dashboard. For more information about implementing Optimizely Web Experimentation, try our Optimizely Academy course.


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

You should decide what URLs to use for experiments and campaigns on your site. This could be the homepage, all product detail pages, or a checkout flow, just to name a few. 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.


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 use Angular, Backbone, Ember, or Knockout. Learn more about setting up pages that activate conditionally.


Events track the actions that people take on your sites, such as clicks, page views, form submissions, and purchases. Learn to set up a click, pageview, or custom event.



Tags describe key parts of a page that visitors engage with, such as the type of product and what it costs.

If you are using Optimizely Web Personalization, tags and events provide a data-rich picture of your visitors’ behavior. Use them together to create behaviorally targeted audiences.  Learn to set up a tag.



Audiences are groups of visitors to whom you show an experiment or personalized experience. You should determine which visitor segments are important and set them as audiences so you can target them or see how they perform in your results compared to all visitors. Learn how to set up an audience.


In Optimizely Web 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 have prepared Optimizely Web Experimentation for your site, check out the Optimizely Web Experimentation and Personalization resource pages for the next steps.