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Tips & Tricks for Building Your Experimentation Program


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Optimizely lets you target experiments so only users who match certain criteria see an experiment. Until today, these criteria were based on things Optimizely observed about your visitors, like the browser they use, or the website that referred them to yours.

We’re excited to announce that there is now a way to target experiments based on data you have about your visitors, like the pricing plan they’re on, or if they’ve ever made a purchase. Now, you can target by custom tags

Getting started with custom tags is easy. All you have to do is provide Optimizely the information you’d like to use for targeting. For example, a news website might want to target visitors based on the category of the article they’re reading. This information needs to be sent before the Optimizely snippet loads on the page, so it would look something like this:

window[‘optimizely’] = window[‘optimizely’] || [];
window[‘optimizely’].push([“customTag”, “article type”, “sports”]);</script>
<script src=”//”>

For more technical details, check out the knowledge base article and the API documentation.

Once this change is made on the page, you will be able to add a targeting condition for your custom tags from the experiment editor. Bring up the Targeting dialog by clicking “Options” in the top-right corner, then select “Targeting”. Then click “+ Add more conditions…” and choose “Match any of these custom tags”:


That’s pretty much all there is to it! We can’t wait to see how you use this feature to run more personalized tests for your users to get even bigger gains from Optimizely’s market-leading A/B testing tool.

Disclaimer: Please ensure that customer data transmitted to Optimizely complies with section 5.A. of our Terms of Service.


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