Visual Website Optimizer Destination

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

Our Visual Website Optimizer destination code is all open-source on GitHub if you want to check it out.

Getting Started

Because the Visual Website Optimizer needs to be on the page right away, Segment can’t add it for you. That means you’ll need to put the javascript snippet on the page. Pop over to Visual Website Optimizer and click their “Integration” tab to find their snippet.

To get started with Visual Website Optimizer and Segment, just toggle on the Visual Website Optimizer destination on your Segment Destinations page.


Recording Variations

By default, we will take the variation data that is available in Visual Website Optimizer and send that data to the other user-tracking destinations you have enabled in Segment automatically. That way, you can segment your Mixpanel or KISSmetrics reports by the variations a user has seen.

Previously we sent this data as a trait on an identify call:


For example, if you have an experiment called Home CTA and a visitor sees a variation called Create free account now, Segment sets the following trait for that visitor:

'Experiment: Home CTA': 'Create free account now'

However, we will be sunsetting this feature and moving to capturing experiment data with a track call. This should make it easier for you to do analysis in your end tools and won’t muddy up all of your user traits if you’re running a lot of experiments.

Send Experiment Data from VWO

Check the option for Send experiment data to other tools (as a track call), and we will automatically collect the event Experiment Viewed.

Turn on VWO

This event supports the following semantic properties:

experiment_idStringThe experiment’s ID.
variation_nameStringThe variation’s human-readable name.


Sending Revenue

You can send revenue data to VWO as total in an Order Completed ecommerce track event:


Supported Sources and Connection Modes

📱 Device-based
☁️ Cloud-based

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


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

Send experiment data to other tools (as a track call)

Sends the experiment and variation information as properties on a track call.

Send experiment data to other tools (as an identify call)

Sends the experiment id and variation name as traits on the identify call.

If you have any questions or see anywhere we can improve our documentation, please let us know or kick off a conversation in the Segment Community!