2025 Optimizely Feature Experimentation release notes

  • Updated
  • Optimizely Feature Experimentation

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March

  • Released granular roles and permissions for audience roles.
  • Released teams to manage granular permissions for entities in bulk.
  • Added new API endpoints to support granular roles and permissions. See API changelog.

Warehouse-Native Experimentation Analytics

Warehouse-Native Experimentation Analytics is now generally available. The integration brings the elements of warehouse-native Optimizely Analytics to Feature Experimentation and Web Experimentation. Teams can analyze experiment performance, identify winning variations, and conduct deeper analyses on experiments that ensure data security and privacy and avoid data duplication or movement.

  • Enhance experimentation results by integrating Optimizely Experimentation data with additional insights from the data warehouse. See scorecard for more information.
  • Specify key user interactions to assess engagement and evaluate impact using custom events.
  • Create specific experiment-focused metrics (such as conversion, numeric aggregation, ratio, and more).
  • Segment users by common behaviors into cohorts for precise analysis and targeted insights.
  • Create custom metrics and derived columns to transform data to gain deeper insights.
  • Use the Stats Engine to ensure reliable results and advanced analysis capabilities.
  • Use CUPED to reduce the impact of random variation and surface insights quicker.
  • Switch effortlessly between configuring experiments and conducting deep experimentation analysis from both Feature Experimentation and Web Experimentation.
  • Filter results by user segments, analyze trends over time, and track variation performance through designated funnels via Experimentation Analytics > Explore.
  • Uses the Opti ID Admin Center for user management, giving you a single login point to switch among your Optimizely products. See the Opti ID documentation to learn more about how to use it.
  • Updated the Analytics UI to match Optimizely styling.

Learn more about Warehouse-Native Experimentation Analytics.