---
title: Advanced implementation checklist
slug: personalization/docs/78LP-advanced-implementation-checklist
docTags: 
createdAt: 2026-08-05T20:59:35.306Z
---

- Optimizely Web Experimentation
- Optimizely Web Personalization

This checklist walks you through a list of options for a more advanced implementation. Unlike [basic implementation](docId\:AARw7uTmrUJRM3dlVSmF4), an advanced implementation in Optimizely Web Experimentation may vary, depending on what your team needs. You may want to set up key integrations to send Optimizely Web Experimentation data to your analytics tools, build custom event goals to capture important visitor actions or enrich the data to build audiences and analyze results.

Depending on the size and maturity of your testing team, you may not want to set up all advanced options at once. The top of the list prioritizes the options that most teams add first. Further down shows functionality that helps more mature programs (where the practice of experimentation is deeply integrated with the business) run more sophisticated experiments.

You should document changes to your setup in an implementation document and link it to your [testing charter](docId\:euzIBMa_nZwknDh7W7jrf) to serve as the source of truth for your organization.

:::hint{type="info"}
**Note**

Many options require implementation by a developer.
:::

## Checklist

### Manage Optimizely Web Experimentation projects and results using code

If you want to do any of the following:

- Create experiments and retrieve results programmatically.
- Pull Optimizely Web Experimentation data into your workflow.
- Extend Optimizely Web Experimentation functionality.

The [Optimizely Experimentation REST API ](docId\:seA7uj3BIh5HFcb7ayD5s)lets you access and manage your Optimizely Web Experimentation projects and results using code, integrate Optimizely Web Experimentation into your workflows, and customize features.

### Customize how Optimizely Web Experimentation behaves on web pages

This includes target activation based on page content or force visitors into specific variations.

Use the [JavaScript API](docId:1dLEYI3XpG0gwe0yaBzp4) to modify the default behavior of the [Optimizely Web Experimentation snippet](docId\:jR-pX5bKreBi8ctWNBOko) to target activation based on page content or events; query the state of activation, bucketing, or conversion for use in custom analytics packages; and force visitors into certain variations.

You can also enable [Support for Dynamic Websites](docId\:bhoKC5w_xxear_W4tpmMf) to use Optimizely Web Experimentation with a single-page application (SPA).

See the [Reference](docId\:AINO0rDWbjSupJ4T69lL8) section for complete capability details.

### Use Optimizely Web Personalization or take action based on customers' browsing behavior

Use [Customer Behavior Data Services](docId\:ebwFSMS96jPJtfcAn1Lx1) to access customer browsing behavior (which is encoded by [event objects](docId\:QcQHlotH8p3cdspMYrsCH)) and write behavioral queries that describe how to convert a single customer's events into a meaningful value.

### Track offline conversions

This includes support calls tracked by call center software.

Use the [Events API](docId\:Hq6lC7WxnHplkT15hOzXN) to integrate your offline systems with Optimizely Web Experimentation and send impression or conversion event data to Optimizely Web Experimentation's logging servers from anywhere.

### Access event data programmatically

[Data Export](https://docs.developers.optimizely.com/web/docs/data-export) supports a full export of all Optimizely Web Experimentation event data and lets you access experiment data with your data warehouse.

Currently available to [customers on the Scale plan](https://www.optimizely.com/plans/); contact your Customer Success Manager to request access.

### Build a custom implementation

This includes integrating with analytics solutions, data management platforms, content management systems, ecommerce platforms, or conversion tracking solutions.

Optimizely Web Experimentation integrates with more than [30 Technology Partners](https://www.optimizely.com/partners/), and many of these integrations are built entirely using public Optimizely APIs.

Check out the [Integrations Developer Guide](docId\:tTE08Ac7s-Gt6YpHJlVQn) for common use cases and all the developer resources you need to build an integration.