Drift Destination

Segment makes it easy to send your data to Drift (and lots of other destinations). Once you've tracked your data through our open source libraries we'll translate and route your data to Drift in the format they understand. Learn more about how to use Drift with Segment.

This destination is maintained by Drift.

Getting Started

If you already have your account in Drift, you can follow this link to install the Drift integration in one click.

If you don’t have a Drift account yet, please email us at team@drift.com and we’ll send you a link to create your Drift account.

If you’re using analytics.js and identify users by default, Drift will work automatically. If you don’t have analytics.js setup, after enabling the Drift destination in Segment, you must identify users in order for Drift to display in your product.

The Segment Drift destination supports the Drift javascript SDK as well as data collection through the identify, track, page, screen, and group methods.


When you identify a user, we’ll transform it into a Drift identify call. Segment’s special traits that are renamed as Drift attributes are (Drift attributes in parentheses)

  • createdAt (startDate)
  • title (employmentTitle)
  • description (bio)

We will also flatten the address field. All other attributes are passed through as Drift Attributes.

If you do not pass a userId, we will try to fill it in with the id or username special traits.

Keep in mind, we strongly suggest that the email field is passed in the identify call.


When you track an event, we will send that event to Drift as a custom event.

Page and Screen

When you send a page or screen event, we will send that event to Drift as a custom event with the name Page - NAME where name is the name field from segment


When you send a group event, we will send that event to Drift as two identify calls. One identify call where the companyId is set to the groupId and the traits are set to the attributes, and another to map the user to that company.


You can send computed traits and audiences generated through Segment Personas to this destination as a user property. To learn more about Personas, reach out 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.

Supported Sources and Connection Modes

📱 Device-based
☁️ Cloud-based

To learn more about about Connection Modes and what dictates which we support, see here.

We offer an optional Cloud-based Connection Mode for Web data with Drift. As a reminder, this removes the Drift javascript library from your site, improving performance.


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


Head right to this page in Drift and click connect to setup Drift in Segment.

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Head right to this page in Drift and click connect to setup Drift in Segment.

If you have any questions, or see anywhere we can improve our documentation, please let us know!