Indicative Destination

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 If you notice any gaps, outdated information or simply want to leave some feedback to help us improve our documentation, let us know!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

The first step is to make sure Indicative supports the source type and connection mode you’ve chosen to implement. You can learn more about what dictates the connection modes we support 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 through 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 will be sent to the destination for each user being added and removed. The property name will be the snake_cased version of the audience name you provide with a true/false value. For example, when a user first completes an order in the last 30 days, we will send an identify call with the property order_completed_last_30days: true, and when this user no longer satisfies we will set that value to false.

When the audience is first created an identify call is sent for every user in the audience. Subsequent syncs will only send updates for those users which were added or removed since the last sync.


Segment lets you change these destination settings from your Segment dashboard without having to touch any code.


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

This page was last modified: 09 Jun 2020

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