Indicative Destination

Indicative quick info

Indicative accepts Page, Alias, Group, Identify, and Track calls. If you reference it in the Integrations object, call it “Indicative”.

Indicative accepts cloud-mode data from all Segment source types. It does not offer device-mode connections.

Indicative is a behavioral analytics platform designed to help Marketing and Product teams optimize user engagement, conversion, and retention.

This document was last updated on 18th October, 2018. If you notice any gaps, outdated information or simply want to leave some feedback to help us improve our documentation, let us know!

Getting Started

Before you start, make sure Indicative supports the source type and connection mode you’ve chosen to implement. You can learn more about connection modes here.

Web Mobile Server
📱 Device-mode ⬜️ ⬜️ ⬜️
☁️ Cloud-mode
  1. Create an Indicative account.

  2. To integrate Segment as a data source go to Settings > Integrations > Segment

  3. Click Enable with Segment under One-click Setup.

  4. Select which Segment Source you want to connect to Indicative.

  5. To connect multiple sources to this project, simply repeat steps 2 - 4.

You’re all set! Walkthrough the Interactive Demo to get ramped up quickly and easily!

For additional information, contact


If you’re not familiar with the Segment Specs, take a look to understand what the Identify method does.

When you call identify, we send the entire call as is to Indicative’s server.

analytics.identify('ze8rt1u89', {
  name: 'Katherine Johnson',
  gender: 'Female',
  email: '',
  pioneer: true,
  building: 'Katherine G. Johnson Computational Research Facility'
  address: {
    city: 'Hampton',
    state: 'VA',
    postalCode: '23681'


If you’re not familiar with the Segment Specs, take a look to understand what the Track method does.

When you call track, we send the entire call as is to Indicative’s server.

analytics.track("Calculation Completed", {
  calculation: "Launch window",
  mission: "Mercury mission"
  year: 1961

Page and Screen

If you’re not familiar with the Segment Specs, take a look to understand what the Page method and Screen method does.

Both page and screen calls will be sent to Indicative as events.{
  userId: "some_user_id", // on A.js client-side, you can leave out the `userId`
  category: "Merchant",
  name: "Settings",

// Note: `screen` calls are not possible from the A.js client-side.
  userId: "some_user_id",
  category: "Merchant",
  name: "Settings",


Property values have maximum length of 255 characters

Indicative’s documentation states that the values in the properties must not exceed 255 characters. Segment will still accept the call, but any values that exceed 255 characters will be trimmed (meaning only the first 255 characters will be sent to Indicative).


You can send computed traits and audiences generated using Segment Personas to this destination as a user property. To learn more about Personas, contact us for a demo.

For user-property destinations, an identify call is sent to the destination for each user being added and removed. The property name is the snake_cased version of the audience name, with a true/false value to indicate membership. For example, when a user first completes an order in the last 30 days, Personas sends an Identify call with the property order_completed_last_30days: true. When the user no longer satisfies this condition (for example, it’s been more than 30 days since their last order), Personas sets that value to false.

When you first create an audience, Personas sends an Identify call for every user in that audience. Later audience syncs only send updates for users whose membership has changed since the last sync.


Segment lets you change these destination settings from the Segment app without having to touch any code.

Setting Description
string. You can find your Indicative API Key in your Project Settings inside the Indicative app.

This page was last modified: 24 Jul 2020

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