Segment + Convert: Share Test Insights in One Click with Your Entire Stack

13th Jun 2018 –

Effortlessly Diversify & Leverage Your Stack:

Once you have Convert with Segment up and running, what next?

It gives you tools to help you make the most of data, so you can create experiences that are tailored to individual users.
Before you discover 2000 SaaS apps you can’t live without:
Customer.io is a behavior email platform focused on segmentation and automation.

Could you add these 3 small lines of code in the header of our web app?This will allow us to use {{insert SaaS app here}}
Hmm, add an issue on github or asana, I’ll do it when I have the time.

Testing solves real traffic and user problems for better websites and apps.
The principle is quite simple: With Segment as the clean and no nonsense intermediary you can track as many events as you want across as many touchpoints as you want and feed it to dozens of SaaS apps that crunch it, analyze it or use it to trigger personalizations!
With Segment, the avenues to use test data multiply, but your data structure simplifies:
Segment’s CDN is updated within 5-10 minutes and its snippet starts asynchronously loading Hotjar’s tracking snippet.
analytics.track(‘Convert Experiences’, {
Exp_Name: curExperimentName,
Var_Name: curVariant
});
Truth is, you can’t really blame your dev team.
While Google Analytics’ focus is on analyzing different pages of your site, tools like MixPanel and Heap Analytics focus on events (such as signups, upgrades or payments).

Once the installation is ready, verify the setup by installing the Convert Chrome Debugger.

Google BiqQuery will be added as a Stitch destination and the rows will start to appear:

New Relic is another effective tool that benefits from this integration. It is like a map of the changes that happen in your SaaS app (if you have one). It is a powerful complement to your Convert data and puts the results of your tests in the context of overall business changes.

Keen IO is a set of powerful APIs that allow you to collect, analyze, and visualize events from anything connected to the internet.

Note: You can always switch to the native integration that we have documented here if you do not want to make use of Segment.

Heap Analytics’ dynamic event tracking helps businesses with frequently changing websites keep track of how user behavior is impacted in response. Thanks to the automatic tracking of defined events, Heap Analytics eliminates the sometimes impossible need to constantly change your website code.
Note: You can always switch to the native integration that we have documented here if you do not want to make use of Segment.
Note: You can always switch to the native integration that we have documented here if you do not want to make use of Segment.

Segment starts sending data to new tools with just one click. Turn an app on and see what insights it throws up about your optimization efforts. You never have to go through the “please add this code to the site” routine ever again!
Segment 10Xs the possibilities of improving your tests and modifying your marketing or your operations based on the test results. You can leverage the power of a variety of analytics solutions to go over your tests with a fine toothed comb. On the other hand you can feed the behaviour of visitors being served a particular variation as the trigger for subsequent actions like follow-up emails or personalization.

When Convert comes into the picture, you can track every event in it once (and only once) using Segment and send it off to virtually any tool of your choosing from the Segment dashboard.

Segment forwards track calls to New Relic by hitting this endpoint

Integrate Convert Experiences with Segment.io

Inside your Segment account, you can see the Convert events based on a certain Experiment – Variation pair to analyze visitor behavior for a particular variation:

Set up Integration:

Add Convert Experiences Tracking Code to your website
Add Segment Tracking Code to your website
Add Convert Experiences as a Segment source
Enable the Segment integration in your Experience Summary screen (under Settings section)

Verify Integration

But as you flit from one application to another, your dev team may not appreciate the periodic requests to “integrate” yet another tool with your site.

What Data is Used?

First step, you have to integrate Convert with Segment so that the Convert Experiences app is the source for Segment and your favorite SaaS tools are the destinations.
Simply add Convert as a Segment source and Stitch as a Segment destination and let it happen seamlessly. Convert believes in the policy of “unlimited” testing because better should have no caps!

You start out happy and in control. But eventually it gets too complicated for manual management. Here’s a before and after:

What’s Next?

Note: You can always switch to the native integration that we have documented here if you do not want to make use of Segment.

Number of site visitors
Time on Page
Country or state of origin
Device specs (mobile? Tablet? PC? OS?)
UTM attributes (source? Campaign name?)

Add or update the Hotjar Site ID in your Segment account and activate it by following the instructions below. Select Hotjar from Segment’s available integrations and edit Settings:

Convert Recommends:

Send Convert Data to Google Analytics

analytics.track(‘Convert Experiences’, {
category: Exp_Name,
label: Var_Name,
value: 50
});
This changes the way you use your test insights.
To tools that enable – Advertising, Analytics, Attribution, CRM, Customer Success, Deep Linking, Email Enrichment, Heatmaps & Recordings, Helpdesk, Livechat, Performance Monitoring, Personalization, Raw Data, Realtime Dashboards, Referrals, SMS & Push Notifications, Security & Fraud prevention, Surveys, Tag Managers, Warehouses and more.

SaaS tools have reached a level of maturity today that is mind-boggling. You can probably use an app to do just about anything you can dream of in your business and in your marketing.

For example, Google Analytics will help you understand where users are coming to your homepage from, and how long they stay there, while events analytics tools will help you understand the behavior of users on the site through actual actions like a newsletter registration or watching a video.

But Google Analytics with its Page Centric Outlook May Not be Enough.

Send Convert Data to HotJar:

Send Convert Data to Keen.io & Enrich It:

Send Convert Data to Customer.io & Personalize Experiences:

Right to Being “Better” without Hassles:

An optimization agency? Go ahead and build real time, custom dashboards for your clients to keep track of and view test results.
Integration with Segment is a very logical and hassle free way to rapidly multiple what you can do with your test insights and how you can eliminate your site and app problems.
Don’t worry – this is common but can be avoided using Convert with Segment!
Every week, you discover a new tool you’d love to try out.
The volume of information and the scope of possibilities can be a bit overwhelming. So only focus on the events and the tools that matter.