Optimizely (Cloud Destinations)

  • Cloud
  • Destinations

MetaRouter makes it easy to send your data to Optimizely. Once you follow the steps below, your data will be routed through our platform and pushed to Optimizely in the appropriate format.

What is Optimizely and how does it work?

Optimizely is an A/B testing and experimentation tool that allows you to run multivariate experiments across web and mobile web. There is also iOS and Android integration that allows you to run similar experiments on your mobile apps. All of the information gathered from your experiments is presented by Optimizely in a "Stats Engine" dashboard that monitors performance and statistical significance so that your decision is made easy.

Optimizely is installed client-side by adding a snippet directly into your site's code. Once this snippet is added, you can start running experiments for the web and install the Optimizely SDK for mobile experimentation. For web-based experiments, each project must have its own unique line of JavaScript placed in the <head> of your site. If you want to send conversion events directly into Optimizely, you'll need to implement duplicate event tracking alongside advertising pixels, email marketing tools, analytics tools, and attribution tools.

Why send data to Optimizely using MetaRouter?

When you use Optimizely with MetaRouter, all track calls are automatically sent as potential conversion events for your experiments. Also, by generating a track call when any Optimizely experiment runs, MetaRouter allows you to extend an experimental message to be consistent in downstream email marketing tools. This also means that you can do deeper funnel analysis in analytics tools or your data warehouse which will allow you to realize the full impact of your experiments.

Getting Started with Optimizely and MetaRouter

Our Optimizely connector allows you to send events directly into Optimizely. From there, you can record your Optimizely experiments or campaigns back into MetaRouter, enabling you to analyze Optimizely data inside any other enabled tools within your MetaRouter application.

This connector supports either Classic, Optimizely X, or both.

Note that the Optimizely <script> tag needs to be on the page right away (MetaRouter can’t load its client side library for you). In order to broadcast events, you must embed the Optimizely <script> tag in the <head> element on your page before the MetaRouter snippet.

See this instructional video by Optimizely to find and embed their JavaScript snippet. You'll want to include this snippet on every page you want to run experiments on (and remember, BEFORE the MetaRouter snippet!). This connector supports client-side Analytics.js (no server-side, iOS, or Android analytics).

To begin, create an Optimizely account, retrieve your JavaScript snippet, and embed the snippet in each page that you want to run experiments on before the MetaRouter snippet.

Within your MetaRouter configuration, add the Optimizely destination connector, and give your new connection a unique name.

Then, configure the Optimizely connector to support your desired features. The steps for this will vary depending on whether you're deploying Optimizely Classic or Optimizely X Web.

Additional Features

Send experiment data to other tools (as an identify call)

This is not recommended because if you’re running lots of experiments, this could lead to lots of unwanted properties in end tools, in addition to unwanted columns in MetaRouter-connected databases.

Track Named Pages

This will track events to Optimizely for page method calls that have a name associated with them.

Track Categorized Pages

This tracks events to Optimizely for page calls that have a category associated with them.

Send experiment data to other tools (as a track call)

Sends the experiment and variation information as properties on a track call.

Send Experiment Viewed as a non-interaction event

Specifies the Experiment Viewed as a non-interaction event for Google Analytics.


Click Save and your pipeline will be activated.

© 2020 MetaRouter

Disclaimer: MetaRouter Cloud leverages code from several of Segment's fabulous library of open-source tools, including their source SDKs, destinations, and core Analytics.js library. As some of the core configurations outlined in our docs are largely identical to Segment's, we often re-purpose, and in some cases copy, directly from Segment's docs. In the cases where we have forked Segment's tools, we acknowledge and attribute all credit to Segment for their creation and subsequent documentation.