Analytics apps
These are third-party integrations and not Optimizely subprocessors. See Optimizely's Third-Party Add-Ons & Platform Integration Terms.
Analytics apps let you track Optimizely experiments in an external analytics tool. Optimizely can append data to analytics tracking code, so you can see the impact of your experiments and campaigns in your analytics tool.
By default, all project apps are turned off. See Enable integrations in Optimizely.
When you enable an app, you let Optimizely send data to the integrated platform. Depending on the integrated platform's specific capabilities, analytics apps let you
- See how Optimizely experiments affect the metrics you track in your analytics platform, like visit duration and bounce rate.
- See analytics data and record visitor actions for each variation in your experiment (or experience in a campaign).
- Filter your analytics reporting by visitors who were successfully included in an Optimizely experiment and campaign (and exclude visitors who were not included).
- Create custom reports based on Optimizely events.
Compare data between Optimizely and your analytics platform
Optimizely and your analytics platform capture information differently. They are each optimized to provide different pieces of information. As a result, you may see discrepancies in your data between the two platforms, even if they are integrated.
For instance, if you are tracking clicks on a View Now button and the same unique visitor clicks it 10 times, Optimizely only counts that as one conversion because it analyzes data from the perspective of a unique visitor’s behavior. Your analytics platform, on the other hand, may count that as 10 conversions. Optimizely and your analytics platform need to dissect data differently for their respective purposes.
Integrating Optimizely with your analytics platform helps you view your experiment data within the context of the analytics you already collect. This gives you better insight into whether the numbers are trending in the same direction.
If you do not see your variation names in your analytics reporting, check your privacy settings. Disabling the Mask descriptive names setting lets Optimizely pass variation names to your analytics platform, though it also makes your variation names available in your source code.
The experiment ID and variation IDs generated by Optimizely are 16-digit numbers. This can potentially cause issues with custom integrations that might misinterpret these IDs as credit card numbers, resulting in data being flagged or removed.
To prevent this, consider incorporating a letter prefix or using a combination of name and ID (for example expID(expName) or varID(varName)) in your custom integration configuration. This cannot be done in the Optimizely UI, instead this would be done in your custom integration. Adjustments may be necessary for custom integrations to ensure data is captured correctly.